B2B Buyers Now Trust AI Agents Over Google

Jason Lemkin argues that B2B software buying has already tipped toward AI agent recommendations, and recent survey data backs him up. G2 found 87% of buyers say chatbots are reshaping their vendor research, while a Responsive survey of 350+ buyers shows two-thirds now rely on agents as much as or more than Google when evaluating software. Lemkin’s own admission is the sharper detail – when building SaaStr’s AI tooling, he picked whichever vendor the agent recommended, every time, without question. Semrush projects LLM-referred traffic overtaking traditional search by late 2027, with conversion rates accelerating that crossover. For SaaS marketing teams still optimizing primarily for Google rankings, the window to rethink distribution is shorter than most roadmaps assume.