I was having exactly this conversation a few days ago with a colleague and I thought it was worth sharing our thoughts. The short answer is, a lot. AI is already reshaping B2B buying, but the next couple of years are going to accelerate those changes.
Buyers aren’t waiting for salespeople to educate them anymore. They’re using AI to scan markets, compare suppliers, test pricing models, and even calculate likely ROI before they ever speak to a human.
That means when a seller finally gets the meeting, the buyer already has an opinion, and often, a preferred solution. The role of the salesperson is no longer to inform but to influence.
So, what exactly is changing? And what should sellers expect as AI becomes a regular member of the buying team?
Here’s what we thought was most likely to change (or has changed already):
1. Buyers will be much more informed, much earlier. This has been happening ever since the internet made research easier and quicker. AI will be like doing it on steroids! AI tools will do the research, side-by-side comparisons, and even financial modelling for buyers before they ever talk to a salesperson. That means sellers will meet buyers who already have a “recommended answer” from their AI and are harder to shift with generic messaging.
2. Buying groups will shrink in some cases. The number of people involved in complex buying decisions has been increasing but maybe AI will reduce the need for huge committees in certain purchases? Instead of six stakeholders each gathering input, one or two people might run scenarios through AI, validate assumptions, and present a synthesised recommendation. That could shorten cycles, but also make it harder for sellers to “coach” multiple stakeholders.
3. Procurement will get tougher. Tough as it already is, AI will arm procurement teams with stronger negotiation positions. They’ll know typical discount ranges, competitive pricing, alternative suppliers, and even red flags in contracts. Sellers will need to be sharper in justifying value, not just holding the line on price. If ever you needed to understand and use The Value Triad©, now is that time!
4. Personalisation will cut both ways. Buyers will expect salespeople to be prepared and understand their business. But AI will also help buyers detect when a seller is just using surface-level AI-generated personalisation. The gap between “generic but polished” and “genuinely insightful” will widen. You will really need to show you’ve done your homework.
5. Trust will matter more. If everyone has access to the same AI-driven insights and comparisons, the human side, the Emotional Connection bit of The Value Triad©, credibility, empathy, and trust will be the differentiator. Buyers won’t just be asking “is this the best option?” but “can I trust this partner when things go sideways?”
6. Communicating your ROI will be an essential. AI will make it easier for buyers to calculate expected return or payback before making a decision. Sellers who can’t link their offer to measurable outcomes in the customer’s terms will struggle.
7. More self-service, fewer first calls. AI will make the transactional relationship easier for buyers. We already know many of them prefer a rep free buying experience – this is only going to make that easier. Buyers will increasingly expect to trial, demo, or scope solutions without ever talking to a salesperson. Sellers will need to adapt by making those early, AI-supported journeys smooth, then being ready to add real value once the buyer finally engages.
So our longer answer was still a lot! AI is going to, and is already, transforming the business landscape. It will make buyers smarter, faster, and more price-aware. Sellers who only provide information will be outpaced.
Sellers who can challenge assumptions, build trust, and co-create value with buyers will win. Sellers really will have to redefine their roles or run the risk of extinction.
Check out my next newsletter when I’ll take a look at how things are likely to change for sellers and the skills they will need to be ready.
I’d love your thoughts on what other changes can be anticipated. If you’ve found this interesting, thought-provoking, worrying or just deeply upsetting let me know in the comments! And for sales leaders, are your sales teams ready for the new kind of buyer AI is creating?
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