Empowering Buyers with AI

Scaling contextual AI touchpoints that build trust and boost engagement throughout the software buying journey.

Comparison chart of subscription plans, including Standard, Premium, and Enterprise options, with features and prices; plus a section about the Sketch app, including reviews, reasons to switch from Figma, and support inquiries.

The Opportunity

As AI reshapes how people discover software, traditional paths to G2 (like static product pages) are no longer the norm. Many buyers now start with ChatGPT, marketplaces, or on-site agents. G2 AI was built to meet this shift, but early engagement was low. My goal: make interactions with AI more seamless, trustworthy, and useful throughout the buyer journey.

Designing for Discovery

I began with the product detail page (PDP), a high-traffic area where buyers often hesitate. I introduced lightweight prompt chips that encouraged interaction with G2 AI without disrupting the flow. I partnered with the G2 AI team to align prompt behavior with back-end capabilities, ensuring each interaction felt lightweight and on-brand.

These subtle, embedded prompts made a noticeable difference: in just two weeks, chat starts increased by 13%, and overall engagement with G2 AI rose by 18%.

Screenshot of a webpage displaying Trello project management software with a colorful illustrated banner at the top, the Trello logo, rating, and options to contact or try the software for free. The page includes product details, pricing, reviews, and integration options.
Screenshot of a webpage titled 'Trello Integrations' displaying various app icons, with a speech bubble asking 'What do users say about integrations?'
Text indicates an 18% increase in AI engagement.
Text graphic showing a 15% increase in chats.

At the same time, I was designing a new Alternatives Page from the ground up. Instead of relying on static comparison tables, I created an AI-first experience centered on buyer intent. G2 AI then helped narrow their options based on specific needs, making the process more human and far easier to navigate.

Because there are few established UX patterns for AI in B2B software research, this work involved a lot of exploration. I tested interaction models like sticky prompts and hover reveals while balancing buyer expectations around clarity, control, and trust. Each entry point needed to function as both a minimum viable product and a long-term foundation.

Comparison of two software products, InVision and Sketch, showing their features, ratings, and descriptions.

AI Tools for Vendors

To extend AI’s value to vendors, I designed and launched an AI-powered content enhancement tool for G2.com. It scans PDPs for vague CTAs, unclear pricing, or low-impact copy, then suggests high-quality improvements.

The initial release focused on the product overview, banner, and logo, using precise, role-aware prompts to generate actionable recommendations vendors could quickly apply.

This gave vendors a scalable way to improve pages, boost clarity, and increase conversions while strengthening the overall marketplace experience.

Vendor AI Tool

Impact

This work helped shift G2 AI from a hidden feature into a trusted, visible layer of the buyer experience. Engagement increased across multiple surfaces, and the interaction patterns I introduced have since been adopted across other areas of G2.com.

Just as importantly, we laid the groundwork for future innovation. The design principles, interaction models, and branding standards established here created a shared foundation for cross-functional teams to build on as G2’s AI strategy evolves. This work challenged me to design with both ambiguity and ambition, balancing emerging tech with user trust and business goals.