Study: AI chats introduce a new vendor in two-thirds of software buying conversations
VeryWellVersed · x · 2026-11-09
Kevin Indig analyzed responses from 200 software buyers (13 questions) via Wynter to quantify AI's influence on purchase decisions.
- Of 158 buyers who had vendors in mind, 62.7% (99) added a previously unconsidered vendor after an AI chat; 34.2% did not.
- Of those 99, 71 chose a vendor, 26 reported a demo/signup, and 28 remained undecided.
- Buyers rely heavily on AI for evaluation (pricing, features, integrations) — if the AI can't find information about your brand, you risk dropping out.
Takeaway: in the AI Search era, both "general marketing" (being top of mind before buyers enter the market) and "AI visibility" (being findable and recommendable by AI) matter.
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