2025年软件买家行为分析报告

Buyer Behavior Report 2025 Artificial Intelligence (AI) is no longer hype.It’s now infused into our workflows and deeplyinfluences our business strategies. AI now stands for Always Included. It’s a consistentingredient along the software buying journey, and for sellers, it should become their primaryfocus if they want to succeed in this new reality. Gone are the days of wait-and-see. Muchlike we will never return to using fax machines and pagers, we will never return to doingbusiness without AI by our side. AI now stands for AlwaysIncluded.It’s a consistentingredient along thesoftware buying journey, andfor sellers, it should becometheir primary focus if theywant to succeed in this newreality. Data tells a powerful story. In addition to our annual survey of B2B software buyers, we areemploying G2 Data to enrich the insights in this report. We’ve also applied AI to our researchlike a seasoned chef uses butter to make everything sing. It’s helped inform our focus, shapeour annual survey, analyze the results, and visualize the insights. One thing rises to the surface: Software sellers need to personalize their go-to-market(GTM) tactics to connect with ever-changing buyer personas, sentiments, and behaviors.One-size-fits-all approaches will no longer work. AI’s influence ranges greatly across regions,company sizes, and personas. This changes the recipe for success from consistency toadaptability. Tim Sanders This report serves up a menu of what’s shaping the software market and how to stay ahead.Put these insights to work to meet buyers where they are, earn your seat at the table, andbuild lasting relationships in a market transformed by AI. VP of Research Insightsat G2 Table of contents AI continues to accelerate software spend4. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A more direct buyer’s journey is emerging21. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Buyers are increasingly valuing AI30. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Recommendations35. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . AI continuesto acceleratesoftware spend. AI continues to drive substantial growth in softwareinvestments, promising significant gains in productivity,cost efficiency, and enhanced decision-making. Lookingahead to the next 12 months, technology and softwarespending momentum is picking up speed, driven largelyby AI's expanding role in business transformation. 57% of buyers anticipate their org will spendmore on tech and software over the next year. Compared to the insights from G2’s 2024 BuyerBehavior Report, this year's findings reveal animpressive 8 percentage point (ppt) increase inanticipated technology and software spending.Even more striking, the proportion of companiesanticipating reduced spending has nearly halved,underscoring a growing optimism. This trend is consistent across companies of allsizes, with widespread adoption fueling AI-drivengrowth. On a global scale, however, the Asia-Pacificregion stands out, leading the charge with the mostoptimistic outlook. Economic uncertainty is a top factorinfluencing spend for 1 of 4 buyers. While survey respondents in early April 2025 were notablyoptimistic about their software spending, emergingeconomic shifts could influence future spending plans. AIcontinues to be the dominant force driving budgetincreases, a trend unlikely to fade. However, given recentvolatility in economic indicators, the factors contributingto a potential pullback in spending may intensify. Top factors influencing software & tech spend Sellers should closely monitor regional economicforecasts and actively engage in customer conversationsto detect early signals of budget tightening and preparestrategic responses accordingly. Importantly, sellersshould also strategically focus their efforts on resilientcompanies, which historically leverage economicdownturns as opportunities to invest aggressively andgain competitive advantages. Deal sizes settle into a new sweet spot. While enthusiasm for software spend remains strong, driven by the momentum of AI,macroeconomic headwinds and increased scrutiny on return-on-investment (ROI) arereshaping deal sizes. Large, multi-year contracts are facing heightened resistance, givingway to smaller deals or contracts tied directly to performance. CFO interventions andgreater procurement oversight play key roles in this shift, bringing a new level of rigor todeal approvals. For smaller businesses, the preference for modest deals remains steady, aligned closelywith their cash flow management priorities. Mid-market buyers are becoming moreconservative, embracing a "do more, but spend