The way in which consumers analysis software program has undergone a dramatic change. For many years, natural search has been the popular start line for software program decision-making. Nonetheless, right now, we’re witnessing a basic shift to an AI-first discovery and analysis course of. And at G2, we’re not simply watching this transformation; we’re driving it.
Whereas many manufacturers have seen a decline in internet visitors as this evolution has performed out, G2’s momentum tells a unique story.
G2’s internet visitors surges whereas others see a decline
I’m proud to say that we’re not simply assembly our annual internet visitors targets, we’re exceeding them by greater than 20%. Nonetheless, what excites me most is not simply the quantity of tourists coming to G2; it is the depth and variety of this development, and what it alerts about G2’s place within the software program shopping for cycle.
We’re seeing sturdy efficiency throughout each channel:
- Direct visitors has surged greater than 20% quarter-over-quarter throughout peak intervals, reflecting sturdy model recognition and purchaser desire.
- Editorial content material, together with expert-driven articles and thought management, has pushed natural internet visitors development of greater than 50% in current months.
- Massive language mannequin (LLM) referral visitors has elevated by 10x year-over-year from AI engines like ChatGPT, Perplexity, Gemini, and Copilot.
That is thrilling development for our enterprise. Consumers steadily see G2 cited by AI reply engines and reply in two methods — some click on by means of to G2 instantly (driving our LLM referral and direct visitors), whereas others make a psychological be aware to return to G2.com later of their search course of to be taught extra (oblique). The halo impact from AI is driving visitors throughout a number of channels.
Why G2 is AI’s finest useful resource for questions on software program
This momentum is a direct results of G2’s place because the main supply for software program insights within the age of AI. We have spent years constructing hundreds of thousands of verified consumer critiques, which create a basis of belief and authority for software program consumers, and have grow to be the baseline for AI reply engines. G2 is now the #1 cited supply for B2B software program queries throughout all main LLMs, outperforming each different software program market and analysis agency — and that aggressive hole is widening.
- G2 receives 2.6x extra citations than different main software program overview platforms for B2B software program queries.
- Our quotation development has accelerated 3x in current months alone.
- G2 seems within the prime 3 cited sources for greater than 200 software program classes.
Why this transformation issues
Contemplate how dramatically purchaser conduct has shifted in recent times. We revealed the outcomes of an August 2025 survey, which revealed that 87% of B2B software program consumers really feel AI chatbots have basically modified how they analysis services. Half now begin their shopping for journey with an AI chatbot as an alternative of a conventional Google search.
This is not a gradual shift, both. When consumers analysis software program right now, they’re opening ChatGPT or Perplexity and getting immediate, synthesized solutions to their questions, reasonably than scrolling and clicking by means of search outcomes. This transformation is driving fast development for G2.
What we’re witnessing is a basic shift in how affect is measured and captured on-line. The normal SEO (search engine marketing) mannequin was about optimizing for clicks and rankings on search engine outcomes pages. Now, it’s all about reply engine optimization (AEO) — turning into the supply that AI reply engines belief and cite when answering questions.
For software program distributors constructing their presence on G2, this creates a compounding benefit. Each overview, comparability, and piece of content material turns into an information level that AI fashions reference when making suggestions to consumers. As these fashions grow to be extra subtle and broadly adopted all through the customer journey, your G2 presence turns into exponentially extra helpful.
As the standard of AI-referred visitors continues to enhance, I count on to see G2’s internet visitors to proceed rising. I additionally count on consumers who arrive on G2.com to be extra knowledgeable and additional alongside of their analysis course of.
What’s subsequent for G2 to additional strengthen our search engine marketing and AEO visibility
The momentum we’re seeing is validation that G2 has grow to be the nexus for software program shopping for choices within the AI period. The shift to AI-first discovery is accelerating, and G2’s place because the trusted supply for each consumers and AI methods places us on the middle of how software program will get purchased and offered.
For software program distributors, the implications are clear: establishing and strengthening your G2 presence is now not non-compulsory. It is the way you guarantee your product will get found, evaluated, and finally chosen as consumers more and more depend on AI-powered analysis.
As we transfer into 2026, we’re targeted on creating extra structured, authoritative content material, enhancing overview high quality and verification, and increasing our protection throughout software program classes.
