GenAI has become the most important research tool for business buyers. These buyers rely on public answer engines (e.g., Google AI Overviews) and private genAI tools (e.g., internal instances of Microsoft Copilot) for tasks ranging from information gathering to business case development to expanding provider shortlists. However, buyers still seek interactions with trusted human sources to validate genAI’s findings. One in a series, this report helps providers understand which tools business buyers are using, how that use is changing the buying process, and ways to cater to these new habits and address the trust gaps they create.