G2 2025 Buyer Report: 10 Key SaaS & AI Insights

G2's latest Buyer Behavior Report reveals critical trends shaping the SaaS landscape. AI is no longer optional, impacting everything from product development to sales strategies. Here are 10 key takeaways:

G2 2025 Buyer Behavior Report

AI is Essential

  • 88% of power users won't consider software without AI.
  • Integrate AI into your core offering, not just as a feature.
  • Buyers see positive ROI from AI and will pay premiums for it.

Smaller Deals, Flexible Pricing

  • Enterprise deals are now clustering in the $100K-$150K range.
  • Pay-as-you-go pricing is preferred by 39% of buyers.
  • Prioritize net revenue retention over initial contract value.

AI-Powered Research

  • 29% of buyers start research with AI search, surpassing Google.
  • Focus on Generative Engine Optimization (GEO) and software reviews.
  • Optimize content for AI crawlers and platforms like ChatGPT.

Smaller, More Technical Buying Committees

  • Buying committees are shrinking but include more IT professionals.
  • Highlight integration capabilities and security compliance.
  • Tailor pitches to technical buyers.

The Rise of Self-Serve

  • 62% of buyers avoid sales until later stages.
  • Invest in product-led growth and self-serve trials.
  • Prepare for faster, more technical sales conversations.

CFO Influence Declining

  • Department heads are making more purchase decisions.
  • Target department leaders directly, not just finance teams.

Buyers Trust AI Over Salespeople

  • GenAI chatbots are more trusted than vendor salespeople.
  • Position your sales team as consultants, not pitchers.

APAC Leads in AI Adoption

  • Asia-Pacific is the most optimistic about AI and software spending.
  • Prioritize APAC for AI-focused products.

Skipping the Shortlist

  • More buyers are making direct purchase decisions without shortlists.
  • Focus on being the obvious choice in AI search results.

Tailored Pricing for SMBs and Enterprises

  • SMBs are price-sensitive; enterprises prioritize AI.
  • Offer freemium AI for SMBs and pilot packages for enterprises.

Bottom Line: Adapt to the AI-driven SaaS buying journey. Embrace smaller deals, AI-first discovery, and technical buyer needs to thrive.

Download the full report here.

G2 Report Download