The 2026 B2B GenAI Investment Report — SlateCX

SlateCX Research · 2026

The 2026 B2B GenAI Investment Report.

Why 79% of companies are adopting AI SDRs but only 5% find them highly effective. A survey of 205 B2B leaders on the growing disconnect between marketing automation and what buyers actually want.

205 B2B leaders surveyed · September – October 2025 · Emporia Research

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The paradox · 100% of B2B companies

5% — adopted & find them highly effective

74% — adopted but not effective

21% — haven't adopted AI SDRs

Key Takeaways

Six numbers that explain B2B in 2026.

of marketers believe their AI SDRs are "highly effective."

Seller survey · N=103

79%

of organizations have adopted or plan to adopt AI SDRs.

Seller survey · N=103

92%

of B2B marketers report increased lead acquisition costs in the last 24 months.

Seller survey · N=103

41%

of B2B buyers now start their research on AI platforms, not Google.

Buyer survey · N=102

69%

of B2B buyers say it's difficult to get the information they need from vendors.

Buyer survey · N=102

64%

of buyers want a unified, centralized hub for vendor information.

Buyer survey · N=102

Executive Summary

Companies are automating more. Buyers are engaging less.

In 2026, B2B marketing and sales leaders are facing a stark contradiction. Despite significant investments in AI-powered tools designed to accelerate sales, buyer engagement is declining, and acquisition costs are soaring. This report, based on a survey of over 200 B2B leaders, uncovers a new paradox: as companies automate more of the sales process, they are inadvertently pushing buyers away.

We found that while 79% of B2B organizations are using or planning to use AI Sales Development Representatives (SDRs), a staggering 90% describe them as limited, poorly integrated, or aggressive — and only 5% find them highly effective.

Meanwhile, buyers are retreating. Over 69% report significant friction in the research process, and 68% are responding less to vendor outreach. They are abandoning traditional vendor websites in favor of AI-powered research platforms like ChatGPT and Gemini, which now represent the primary starting point for 41% of B2B buyers.

This report unpacks the data behind the disconnect, identifies the root causes, and provides a strategic framework for aligning with the modern buyer journey.

Part 01 / The Squeeze

Are B2B marketing jobs at risk as lead costs rise?

The financial and professional pressure on B2B marketing and sales leaders has never been higher. The data shows a cost crisis with direct consequences for job security.

An overwhelming 92% of survey respondents reported that lead acquisition costs have increased over the past two years. This is not a minor uptick — for over a third of companies, costs have risen by more than 26%.

The cost crisis is having a direct impact on job security. Only 2% of marketing and sales professionals feel "completely secure" in their roles, while 98% acknowledge feeling pressure to adapt to the changing landscape.

Two drivers stand out. 76% of marketers cited a "noisier, more competitive market" as their top challenge, while 61% pointed to escalating costs on paid media platforms like Google and LinkedIn. The combination of intense competition and the declining effectiveness of old channels has put B2B growth leaders under immense pressure.

Source: SlateCX seller survey, September – October 2025. N=103.

Lead cost change · last 24 months

92% of B2B marketers report rising costs.

Increased 1–25%

50.5%

Increased 26–50%

33.7%

Increased 51–75%

7.9%

No increase

7.9%

Part 02 / The Automation Trap

Are AI SDRs delivering value?

Adoption is soaring. Satisfaction isn't. The data shows a massive gap between what AI SDRs promise and what they actually do for B2B teams.

79%

Adopting or planning to adopt AI SDRs

Find them "highly effective"

The adoption–perception paradox

90% of buyers describe AI SDRs as limited, poorly integrated, or overly aggressive. The investment is real. The results are not.

How AI SDRs are actually used today

Blunt outbound prospecting

46%
Simple chatbots for customer service

41%
Cohesive, intelligent buyer experiences

13%

In response to rising costs and market pressure, B2B organizations have turned to AI SDRs en masse. 79% are either using or planning to implement them. The promise is clear: scale outreach, qualify leads, reduce overhead.

The reality falls short. Only 5% of marketing leaders perceive AI SDRs as "highly effective." Most are deployed as simple chatbots for customer service (41% of cases) or blunt outbound prospecting tools (46% of cases). Only 13% of companies have managed to blend these functions into a cohesive experience.

The paradox: marketing teams are adding more AI at the edge of the funnel — outbound and chat — while the core experiences buyers actually use (search, evaluation, internal alignment) are shifting to AI platforms and autonomous agents that most vendors barely consider.

Source: SlateCX seller survey, September – October 2025. N=103.

Buyer expectations · Then & now

The librarian vs. the digital concierge.

Buyers aren't opposed to AI. 70% have already interacted with an AI SDR. But their expectations have shifted dramatically.

What buyers are getting

The librarian

Surfaces documents. Reads from the catalog. Sends links and PDFs. Useful in 2018. Not enough in 2026.

Returns search results, not synthesis
Doesn't understand the buyer's context
Can't perform tasks — just describes them
Forgets the conversation between sessions

What buyers want

The digital concierge

A capable research partner that does real work — and knows when to bring a human in.

Understands their context and use case
Synthesizes content into tailored recommendations
Performs work — ROI calcs, comparisons, plans
Hands off to a human at the right moment

What would make AI SDRs more valuable to buyers

Answer complex, technical questions

61%

Perform tasks (ROI analysis, RFP support)

49%

Easier handoff to a human representative

42%

More personalization

41%

Part 03 / The Buyer Revolt

How has B2B buying behavior changed in 2026?

While marketers were implementing automation, buyers were quietly walking away from it. Their research now starts somewhere else entirely.

Frustrated by fragmented information and irrelevant outreach, B2B buyers are taking control of their own discovery process. Our survey reveals a dramatic decline in traditional engagement tactics across the board.

The most significant shift is where they begin their research. For the first time, AI platforms like ChatGPT, Perplexity, and Gemini have surpassed Google as the primary starting point for B2B vendor research — cited by 41% of buyers.

The shift reflects what buyers now expect from a search experience. They're no longer asking "Where can I find information about this vendor?" but rather "Help me find a solution to my problem." This is the difference between search and synthesis — and it's why scattered PDFs and fragmented websites are no longer sufficient.

Driven by this expectation for speed, synthesis, and personalization, buyers want a central, intelligent source of truth. 64% of buyers said a "unified experience" or "centralized workspace" would most improve their vendor evaluation process.

Source: SlateCX buyer survey, September – October 2025. N=102.

68%

Responding less to vendor outreach

46%

Filling out fewer lead forms

32%

Spending less time on vendor websites

Where B2B research now starts

Primary starting point for vendor research

AI platforms (ChatGPT, Perplexity, Gemini)

41.2%

Google

34.3%

Social & peer networks

18.6%

Vendor websites directly

5.9%

The Discovery Crisis

69%

of B2B buyers report that information from vendors is scattered and difficult to access, making it hard to find the answers they need.

Buyer survey · September – October 2025 · N=102

Part 04 / The New Playbook

How should B2B companies use AI in sales?

The path forward isn't less AI — it's smarter AI. Three shifts move marketers from optimizing the old funnel to designing for the AI-assisted buying journey.

Shift 01

Replace scattered PDFs with structured, searchable hubs.

The old model of downloading siloed PDFs is broken. 64% of buyers want a unified experience — centralized knowledge hubs where content is structured, searchable, and interconnected.

In practice

Consolidate case studies, product specs, pricing guides, and implementation docs into a single, persistent digital workspace where buyers can search, bookmark, and share. Structured content is also easier for AI to cite — turning your library into an asset in AI-driven discovery.

Shift 02

Replace outbound spam with agentic AI experiences.

Aggressive prospecting is alienating buyers. The opportunity is in agentic AI experiences that serve the buyer — answering complex questions, performing tasks, and synthesizing information on demand.

In practice

Deploy AI assistants that perform real work — generating ROI calculations on the buyer's metrics, comparing your solution to competitors on the buyer's criteria, or drafting customized implementation plans. Promote your AI SDR from chatbot to digital concierge.

Shift 03

Replace single-session bots with persistent research assistants.

The modern B2B purchase is long and involves multiple stakeholders. Bots that forget the conversation are a dead end. Buyers expect persistence — across sessions, devices, and team members.

In practice

Build workspaces where a buyer can start a conversation Monday, return Wednesday, invite a colleague to review the AI's analysis, and collaboratively refine requirements — all in the same Slate. The AI should remember not just what was asked, but what the buyer cares about and what stage of evaluation they're in.

Methodology

How this research was conducted.

This report is based on a survey of 205 B2B professionals conducted by Emporia Research in September and October of 2025. The respondent pool consisted of 103 marketing and sales professionals and 102 professionals with purchasing responsibilities. The findings and recommendations are projected for 2026.

Full survey questions and complete tabular results are included in the appendix below.

Citing this research:
SlateCX. (2026). The 2026 B2B GenAI Investment Report. Retrieved from slatecx.com/2026-b2b-genai-report

Appendix

Complete survey questions & results.

The full tabular data behind the report. 205 B2B professionals surveyed by Emporia Research, September – October 2025.

Seller Survey

Marketing & Sales Leaders

N = 103

In the past 2 years, the cost to acquire new leads at your organization has:

Increased 1–25%50.5%
Increased 26–50%33.7%
0% (no increase)7.9%
Increased 51–75%7.9%

In the past 2 years, how has lead acquisition cost changed?

Engagement Rate = (Total Engagements / Reach or Impressions) × 100. Engagements = sum of all content interactions. Reach/Impressions = unique users or display count.

Increased67.3%
Decreased23.8%
Stayed the same8.9%

What factors are making it most challenging for marketers to compete in the AI era? (Select all that apply.)

Noisier market / increased competition75.7%
Rising paid media costs61.2%
Changing buyer preferences43.7%

How worried are you that your ability to deliver results could put your job at risk in the next 1–2 years?

Somewhat worried — pressure, but not immediate risk34.7%
Not very worried — I'll adapt and be fine30.7%
Neutral — not worried but not confident28.7%
Extremely worried — job is at significant risk4.0%
Not worried at all — role feels secure2.0%

How has the rise of AI platforms (e.g., ChatGPT, Gemini, Perplexity) impacted your organization's organic web traffic?

No impact40.6%
Decreasing traffic31.7%
Increasing traffic27.7%

What adjustments have you made to your organic website traffic strategy? (Select all that apply.)

Shifted focus to brand, referrals, community-driven traffic60.8%
Creating content to be cited in AI platform answers56.7%
Increased spend on paid media55.7%
Improving self-service on website for visitors44.3%

Do you currently use an AI SDR solution (automated outbound, inbound chatbot, or both), or plan to in the next 12–18 months?

Not yet, but plan to invest in next 12–18 months37.6%
Yes, but only limited / pilot capacity30.7%
Not yet, and no plans to invest19.8%
Yes, already using widely10.9%
Unsure1.0%

What is / will be the primary use of your AI SDR solution?

Answering questions / FAQ support37.5%
Outbound prospecting / lead generation28.7%
Lead qualification / screening17.5%
Blended prospecting + chatbot12.5%
Website greeter / meeting scheduling3.8%

Do you believe AI SDRs today are being used in the right way in B2B sales?

Somewhat, but limited to low-value tasks45.5%
Somewhat, but not well integrated with content35.6%
No, misused for overly aggressive prospecting8.9%
Not sure5.0%
Yes, highly effective5.0%

Q10

What features or capabilities do you wish AI SDRs offered that they currently lack? (Select all that apply.)

Easier handoff to a human representative58.3%
More personalization56.3%
Better analytics and reporting47.6%
Integration with CRM and marketing tools42.7%
Other1.9%

Q11

Where have you reallocated budget because of AI? (Select all that apply.)

Content marketing and SEO63.1%
AI tools and automation54.4%
Investing in brand and referral programs35.9%

Q12

Which of the following improvements would create the most value for your team today?

Organic traffic from references in AI answers/search27.7%
Conversion rates from paid advertising22.8%
Higher return rates, time on site, deeper evaluation17.8%
Getting sales reps in earlier in evaluation16.8%
Engagement rates with ABM targets/prospects14.9%

Buyer Survey

Professionals with Purchasing Responsibilities

N = 102

Q13

At your organization, what is your level of involvement in evaluating and selecting vendors for enterprise solutions?

Increased 1–25%50.5%
Increased 26–50%33.7%
0% (no increase)7.9%
Increased 51–75%7.9%

Q14

Compared to a year ago, which of the following actions are you doing less frequently when engaging with vendors? (Select all that apply.)

Responding to vendor outreach67.6%
Filling out lead forms46.1%
Looking on vendor websites32.4%
None of the above9.8%

Q15

What is the main reason you are less likely to engage with vendor marketing today?

Prefer to do own research with ChatGPT, Gemini, etc.40.2%
Overwhelmed by vendor outreach38.2%
Lack of differentiation (they all sound the same)15.7%
Vendor info not easily accessible or helpful5.9%

Q16

Compared to a year ago, where do you most often start vendor research?

AI platforms (ChatGPT, Perplexity, Gemini, etc.)41.2%
Google34.3%
Social / peer networks18.6%
Directly on vendor websites5.9%

Q17

What is the top reason you prefer using AI research assistants when evaluating vendors?

Faster access to answers and solutions40.5%
More personalized recommendations based on inputs28.6%
Ability to ask follow-up questions conversationally19.0%
Less biased than vendor marketing materials11.9%

Q18

When evaluating vendors, how much control do you prefer over the process?

Mix: independent research + vendor input when I request it77.5%
Self-service tools — research and compare on my own19.6%
Prefer vendors to lead me through the evaluation2.9%

Q19

What frustrates you most about vendor research and outreach?

Information scattered across PDFs/emails, not in one place38.2%
Inability to get personalized or detailed answers30.4%
Vendors don't provide enough detailed information19.6%
Hard to involve my buying team in the process6.9%
Other (write-ins)4.9%

Q20

Have you ever engaged with an AI SDR or chatbot during a vendor evaluation?

Yes, occasionally49.0%
No21.6%
Yes, frequently20.6%
Not sure8.8%

Q21

Which AI SDR experiences have you found most valuable?

Website chatbot for simple FAQs40.8%
AI agent for research / analysis31.0%
Scheduling calls with a human rep21.1%
None — I don't find AI SDRs valuable7.0%

Q22

What would make AI SDRs more valuable to you? (Select your top 2.)

Ability to answer complex / technical questions61%
Ability for agent to perform tasks (RFP, ROI analysis)49%
Easier handoff to a human rep42%
More personalization41%

Q23

Which of the following would improve your vendor evaluation experience most?

A unified experience from research through purchase34.3%
A centralized workspace: docs, demos, discussions29.4%
Fewer repetitive sales calls / less vendor outreach25.5%
Easier way to store and share vendor research with team10.8%

About SlateCX

The Buyer Engagement Platform for B2B teams.

SlateCX gives every prospect a persistent workspace — a Slate — where a Buyer Evaluation Agent answers their questions, surfaces the right content, qualifies them as the conversation unfolds, and signals sales the moment real intent shows up. Every interaction flows back to HubSpot, so marketing finally has real intent and real attribution.

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