Young adults are turning artificial intelligence into routine behaviour. And as their habits carry into the workplace, B2B purchasing is shifting: the era of generative AI has arrived, and it is reshaping how organisations discover, evaluate and adopt technology. The commercial playbook is changing, and those changes favour brands that understand the new dynamics.
The younger cohort of the workforce- Generation Z is at the forefront of this shift. According to Deloitte’s 2025 Gen Z and Millennial Survey, nearly three-fourths of Gen Zs believe that generative AI will impact the way they work within the next year. Meanwhile, Microsoft’s 2025 Work Trend Index reports that a large majority of business leaders see this year as pivotal for rethinking strategy around AI.
In short, younger workers are both expecting and embracing AI in their workflows. That development is bleeding into enterprise buying behaviour, buyers come to the table primed by AI-enabled discovery, faster evaluation and new expectations of what vendor partnerships must deliver.
Key data points
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Around three-fourths of Gen Zs and millennials believe generative AI will affect how they work in the next year.
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More than half already use generative AI in their day-to-day work, while over 60 % worry it could eliminate jobs.
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Eight in ten global business leaders view 2025 as a critical year to redefine their AI strategy.
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In India, more than nine in ten corporate leaders plan to deploy AI agents to extend workforce capabilities within the next 12 to 18 months.
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Nearly eight in ten global executives say they intend to create new roles specifically focused on AI.
Leader insights
“AI is a once in a lifetime technology,” said Sundar Pichai, CEO of Google, during the AI Action Summit earlier this year.
Meanwhile, Shantanu Narayen, CEO of Adobe, put it succinctly: “People who use AI will replace those who don’t.”
These statements reflect how major technology leaders view AI not as a speculative tool but as a core capability. They signal that companies and individuals must prepare to embed AI deeply in their processes or risk falling behind.
What’s changing in B2B buying
Three major shifts stand out:
1. Discovery is AI-first
When younger decision-makers show up to evaluate software, they often arrive with AI-aided shortlists, summaries and comparisons. The funnel is compressed. Vendors who are not already visible or strongly branded risk being excluded before they even engage.
2. Evaluation is hybrid human + machine
In many organisations the buyer journey now includes AI-driven components such as automatic extraction from RFPs, AI-generated scenario modelling, or synthetic demos. But final decisions still depend on human judgement, especially when risk or regulation is high.
3. Orchestration post-purchase matters
Buying the tool is not the end. Organisations now expect the vendor to provide AI assistants, templates, and workflows that drive results immediately. Human-agent teams are becoming the new operating structure for many forward-looking companies.
What vendors must do differently
For vendors wanting to win, the playbook has shifted:
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Build brand memory and visibility. With discovery happening through AI systems, top-of-mind recall matters more than ever.
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Offer a dual-track sales journey. One track for rapid AI-first engagement, another for high touch human reassurance when stakes are high.
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Communicate your AI trust position. Many employees express concern about AI’s impact on jobs. Vendors that clearly explain how their tools maintain human oversight, data control and ethical guardrails will gain credibility.
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Demonstrate time-to-value and workflow impact. The ability to show customers that measurable outcomes happen quickly is becoming a critical differentiator.
Real-world examples
HubSpot has made “humans lead, AI accelerates” its central CRM philosophy, introducing AI assistants across its suite to enhance personalisation and productivity.
Salesforce is encouraging customers to ground their AI tools in first-party data, positioning trust and data integrity as the new currency of marketing.
Adobe continues to reinforce AI adoption within creative and marketing workflows, emphasising that those who embrace AI early will lead in efficiency and innovation.
Conclusion
The daily AI habits of Gen Z are far more than a consumer trend. They are a preview of how work and enterprise behaviour will evolve. As younger workers expect AI to be part of their toolkit, organisations are adapting — and B2B buying is moving firmly into the generative era.
For vendors, the imperative is clear: to succeed, they must sell the way Gen Z works — with rapid AI-driven discovery, human-centred evaluation, and operational readiness built into every engagement.
Disclaimer: All quotes are either sourced directly or attributed to public statements.