Two-thirds of UK buyers now use AI to choose suppliers

New research by Magenta Associates, reveals AI has become a routine part of the B2B buying process, with approximately two-thirds (66 per cent) of UK purchasing decision-makers now using tools such as ChatGPT, Copilot and Perplexity to find and assess potential suppliers.
The findings, based on a survey of 300 UK senior decision-makers with B2B purchasing responsibility, are detailed in Search Forward: How AI is reshaping the B2B buyer journey. The report found that 90 per cent of those who