In B2B, Agents Narrow The Field—But The Human Still Buys
AI-generated summary Insight Enterprises chief digital officer Rob Green states that online B2C consumer behavior differs from B2B purchasing trends where only 5% of buyers are spearfishing for specific solutions. A 2026 G2 report found that 51% of surveyed B2B software buyers started the purchasing process with AI rather than a traditional search engine.