Business-to-business (B2B) buyers will continue to prefer human connections in sales despite the growing use of artificial intelligence (AI), according to research and consulting firm Gartner.
Gartner predicts that by 2030, 75% of B2B buyers will favor sales experiences that prioritize human interaction over AI. This presents a challenge for organizations that have invested heavily in AI tools, particularly for customer-facing operations.
“While AI will continue to play a role in streamlining information gathering and pre-sales activities, the enduring value of human interaction is becoming more pronounced,” said Colleen Giblin, principal, Research at Gartner. “As a result, organizations will likely need to restructure their sales teams, re-emphasizing human roles at critical touchpoints in the buyer journey.”
Giblin said this could mean fewer but more specialized sales roles, with greater investment in training and interpersonal skills. She added that hybrid models, where AI supports but does not replace human expertise, may become more common.
Elizabeth Jones, senior director analyst at Gartner, acknowledged the value of AI in helping businesses scale. She said tools such as Agentic AI give buyers faster and more efficient access to information, which works well for those who prefer digital and self-service channels.
“This approach is especially effective in the early stages of the buyer journey, offering immediacy and convenience that align with current trends toward digital-first engagement,” Jones said.
AI-powered systems can provide product details, answer common questions, and guide prospects through complex offerings without waiting for a human representative. They can also personalize recommendations based on buyer behavior.
Still, Giblin pointed out that the “uncanny valley” effect, or an uneasy feeling when AI resembles humans but lacks authenticity, can influence buyer preferences.
“In the context of B2B sales, this phenomenon can have a significant impact on buyer preferences,” she said. “Early on, buyers may appreciate the efficiency and convenience of AI-powered tools, especially for gathering information and navigating initial stages of the sales process.”
But as transactions advance and stakes rise, the limits of AI become clearer.
“The lack of genuine empathy, nuanced understanding, and the subtle cues that characterize human interaction can create a sense of discomfort or mistrust,” Giblin said.
This makes many buyers seek reassurance from real people, especially when finalizing deals or resolving complex concerns.
“Organizations that recognize and respond to this dynamic will be better positioned to build trust, foster loyalty, and close more deals,” she said.
To address this, Gartner suggested a hybrid sales model that combines the speed of AI with the personal touch of human sellers. AI can manage repetitive tasks and early interactions, while sales teams handle customization, negotiations, and deal closures.
“This allows sales teams to handle a higher volume of leads and inquiries without sacrificing responsiveness,” Jones said. “At the same time, companies should identify key moments in the buyer journey, such as solution customization, negotiations, or deal closure, where human expertise and empathy are most valued.”
Jones added that companies should give customers the choice between AI and human service.
“Premium pricing for high-touch, human-centric service can be paired with discounts for AI-only engagements, creating flexibility and clear value propositions for customers,” she said.