The most significant shift in technology buyer behavior is the rapid adoption of genAI and conversational search to navigate increasingly complex purchase decisions. Buyers rely on AI for information and validation, but they also value personal interactions, expert advice, and trusted content. Buyers considering different technology categories share primary concerns but differ in their secondary priorities. Providers must make offerings easily discoverable with AI, differentiate on expertise and value, and reinforce their brand and reputation. One in a series, this report gives B2B providers insights into the habits of business buyers making technology purchases in various technology categories.