In this episode of the Happy Market Research Podcast, host Dan Fleetwood talks with Tim Sanders, VP of Research and Insights at G2. Together, they unpack the key findings of G2’s 2025 Buyer Behavior Report and how generative AI isn’t just an enhancement anymore, but a baseline expectation. Tim shares how AI was used at every step of building the report, from survey design to data visualization. He also reveals why 50% of enterprise buyers churned to vendors with better AI, and how today’s tech leaders are shifting buying decisions from ROI to adoption velocity. If you're in B2B marketing, research, or software sales, this episode will challenge how you think about buyer behavior, agentic AI, and the future of discovery.