B2B software buyers increasingly turn to search engines and AI rather than aggregator websites when researching new software, according to recent research from Software Finder.
The report was based on data conducted in January 2026 among 556 B2B software buyers.
Some 48% of respondents say they turn to Google search first when researching new workplace software, and 20% say they turn to AI tools like ChatGPT.
Some 68% of respondents say they turn to Google search to compare B2B software solutions and 55% say they turn to AI tools like ChatGPT.
Some 83% of B2B buyers under the age of 40 say they use AI chatbots to evaluate or compare software, compared with 65% of buyers over the age of 40.
About the research: The report was based on data conducted in January 2026 among 556 B2B software buyers.
