Most B2B buyers will prefer human interaction to AI by 2030 – Gartner
29th September 2025 | Journal Of Sales Transformation
While AI-driven solutions offer speed, efficiency, and convenience, especially in the early stages of the sales process, recent analysis suggests that the demand for genuine human engagement is far from diminishing. In fact, by 2030, Gartner predicts that 75% of B2B buyers will prefer sales experiences that prioritise human interaction over AI, prompting organisations to rethink how they structure their sales teams and customer engagement strategies.
In a recent Q&A, Gartner Research Principal Colleen Giblin suggests recent trends in B2B buyer preferences indicate a notable move away from the growing demand for rep-free, digital-only buying experiences.
“After several years of increasing interest in self-serve and AI-driven sales, we’re now beginning to see a reversal, with more buyers expressing a desire for authentic human engagement, especially in complex or high-stakes transactions,” she tells the Journal.
“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,” she confirms.
Fewer, more specialised roles
As a result, organisations will likely need to restructure their sales teams, re-emphasising human roles at critical touchpoints in the buyer journey. This could mean fewer but more specialised sales roles, with greater investment in training and interpersonal skills, as well as the integration of hybrid models where AI supports but does not replace human expertise.
Senior Director Analyst Elizabeth Jones emphasises that, to successfully balance AI efficiency with the growing demand for human interaction, organisations should implement a hybrid sales model that taps into the strengths of both.
She explains: “One effective strategy is to use AI-driven tools for routine, repetitive tasks and early-stage buyer interactions, where speed and access to information are paramount. This allows sales teams to handle a higher volume of leads and inquiries without sacrificing responsiveness.”
At the same time, companies should identify key moments in the buyer journey – such as solution customisation, negotiations, or deal closure – where human expertise and empathy are most valued, Jones suggests. “Placing skilled human sellers at these touchpoints ensures that buyers receive the personalised guidance and reassurance they seek,” she says.
Additionally, organisations can offer tiered engagement options, allowing buyers to choose between AI-led or humanled experiences based on their preferences and the complexity of their needs. 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.
For further information, see also: The Future of Sales: How CSOs Can Transform Sales by 2030.
What are the benefits to buyers of AI?
According to Gartner’s Elizabeth Jones, B2B sales organizations are turning to AI to meet rising buyer expectations while managing or reducing the cost of sales. AI technologies, such as agentic AI, AI assistant, generative AI and others, provide buyers with rapid, efficient access to information, enhancing and sometimes automating the pre-sales experience and catering to those who prefer digital, 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 digitalfirst engagement,” she suggests.
Buyers see benefits because AI-powered tools can quickly deliver relevant product information, answer common questions, and guide prospects through complex offerings without the need to wait for a human representative. AI can personalise recommendations and uncover insights based on buyer behaviour, making the experience feel more tailored even before a human gets involved.
