New data from Gartner shows that while consumers like the speed of AI for finding quick answers, they are mistrustful of the information provided by AI. 

Gartner’s research found that:

• A majority (70%) of buyers are looking for a self-service process that is digital.
• One-half of buyers research vendors and products with AI.
• Half of buyers have been given inaccurate information from AI tools.
• 69% of buyers prefer to have sales reps validate the information obtained via AI.

What does this mean for marketers?

• Sales reps and others who interact with buyers/customers need to be able to provide better understanding of buyer needs to build confidence and move the sales process forward.
• Rather than providing sales reps with generic information that can be found on various PDFs and other sources, they should be given tools that enable them to provide a more human interaction with strong stories and a connection between solutions and outcomes.
• AI can provide basic information, but as the decision and purchase process becomes more complex, buyers want human interaction.