Buyers of enterprise software such as CRM, ERP, and more are no longer relying solely on traditional search results to evaluate options. AI-generated answers increasingly shape early discovery, qualification, and comparison, often before a vendor website is ever visited. In this environment, citations, especially from trusted third-party platforms, play a decisive role in which brands are surfaced and how they are positioned.
Key Takeaways for G2 Citations
- G2 research shows that AI systems increasingly prioritize citations from reputable third-party review platforms.
- For B2B software vendors and VARs, citation presence plays a growing role in AI-driven discovery.
- AI discovery rewards clarity, structured comparisons, and credible third-party validation over broad marketing language.
- Citations influence early buyer perception, often before a vendor website is ever visited.
- While G2 is critical, software brands benefit most from a broader citation strategy that spans multiple trusted sources.
G2’s latest research of 1,000+ B2B buyers found that:
- 9 in 10 B2B buyers say AI has changed the way they research.
- Sales conversions from ChatGPT recommendations are up 436%.
- 1 in 2 buyers now start their search with ChatGPT or similar tools, a 71% jump in just four months.
- 55% of enterprise buyers rely on AI search more than Google.
Together, these data points make one reality clear: early-stage software discovery is increasingly mediated by AI systems that rely on trusted external sources to form answers. For B2B software brands, visibility now depends as much on where AI looks for validation as on how well a website ranks.
Why Citations Now Shape Software Discovery
In traditional search environments, visibility was largely determined by rankings and traffic. Buyers scanned results, clicked through to multiple sites, and formed their own conclusions. AI-driven discovery compresses that process into a single response.
When a buyer asks an AI tool which CRM platforms are best suited for enterprise teams or which ERP systems perform well in a specific industry, the system generates a synthesized answer. That answer is assembled from sources the model considers credible, current, and representative of real-world experience. Citations signal which sources influenced the response itself.
For software categories, AI systems consistently favor sources that combine structured data with user validation. This is why review platforms play an outsized role.
Why G2 Dominates AI Citations for Software Queries
Analysis of AI-generated answers across software-related queries shows that G2 is cited more frequently than most other software-focused sources, including technology publications, vendor websites, and analyst firms. This dominance reflects how AI systems prioritize structured review data when answering evaluative questions.
G2 provides three attributes that AI systems value highly:
- Large volumes of verified, structured user feedback
- Clear categorization and comparison across software markets
- Continuously updated signals reflecting current customer experience
For AI systems tasked with summarizing complex software categories, G2 provides both evidence and context. Vendors with strong G2 profiles are therefore more likely to be included and accurately represented in AI-generated answers.
Why This Matters for Software Companies and VARs
For software categories, buyer questions tend to be evaluative and risk-focused. Buyers want to understand implementation complexity, integration readiness, usability, scalability, and long-term value before they ever speak with a vendor.
Many of our software clients experience this shift firsthand. Even with strong SEO performance and brand awareness, early buyer conversations are increasingly influenced by AI summaries that lean heavily on third-party sources. In many cases, those summaries reference review platforms rather than vendor-authored content.
This reality aligns directly with the broader concept of Answer Engine Optimization. Modern visibility depends not only on being found, but on being trusted and reused by AI systems. Citations are one of the clearest expressions of that trust.
The Solution: Invest in Reviews and a Stronger G2 Presence
For software brands looking to improve AI visibility, the most direct and controllable solution is to invest in reviews and optimize their G2 presence.
Unlike opaque ranking algorithms or shifting platform features, review volume and profile completeness are tangible signals that both buyers and AI systems respond to. Research shows a measurable relationship between review growth and AI citation frequency, meaning incremental improvements can compound over time.
The best way to apply the data is to invest in reviews and G2 Profiles. According to G2 you should:
- Write a profile description (+250 characters) that clearly highlights your unique positioning and value props.
- Add detailed pricing information to your G2 Profile.
- Drive more reviews to your G2 Profile, such as by linking to your G2 Profile page from other channels.
- Initiate and engage with discussions about your product and market.
These actions strengthen the signals AI systems use to interpret relevance and credibility. They also improve buyer confidence when users do click through to review platforms during their evaluation process.
Why Reviews Matter Beyond G2 Alone
While G2 is one of the most influential citation sources for software-related AI queries, it is rarely the only one. AI systems often synthesize answers from multiple trusted sources, including industry publications, comparison sites, and technical documentation.
For many of our software clients, the goal is not only to improve G2 performance, but to understand which external sources influence AI answers in their specific category and how those sources reinforce or dilute positioning.
Reviews form the foundation, but they are most effective when supported by consistent messaging and credible third-party validation across the broader ecosystem.
How Modern Marketing Partners Helps Software Brands Improve Citation Visibility
For software vendors and VARs competing in this competitive market, improving citation presence requires both client participation and strategic guidance. Review collection itself must come from customers, but the surrounding strategy can be shaped and optimized.
At Modern Marketing Partners, we help software brands:
- Assess how their products currently appear in AI-generated answers
- Identify which sources, including G2 and others, influence those answers
- Prioritize citation opportunities based on category, buyer intent, and competitive landscape
- Strengthen positioning so third-party citations reinforce core messaging
- Build a practical roadmap for increasing review volume and profile quality over time
Many of our software clients use this work to understand why certain competitors appear more frequently in AI discovery and how targeted improvements can shift that balance.
If you want to understand how your software brand is represented in AI-driven discovery and where opportunities exist to improve citation visibility, we are happy to start with a focused conversation.
Contact Modern Marketing Partners to improve your AI search visibility and ensure your expertise is reflected where buyers are forming early decisions.
AEO Citation Frequently Asked Questions
What is a citation in AI answers?
A citation is a reference to an external source that an AI system uses to support information within an answer.
Why does G2 matter so much for software queries?
G2 combines structured data, user reviews, and category comparisons, making it a highly trusted source for AI systems evaluating software markets.
Are reviews really that influential?
Yes. Review volume, recency, and sentiment directly affect how AI systems validate claims and decide which sources to include.
Does this replace traditional SEO?
No. SEO still matters, but citations increasingly shape early discovery before buyers ever reach a website.
How quickly can improving reviews impact AI visibility?
Results are cumulative. Even modest, consistent increases in high-quality reviews can meaningfully influence citation presence over time.
