UK CIOs trust AI over analyst reports on suppliers

Wildfire has published research showing that UK CIOs trust AI more than analyst reports when researching technology suppliers. The findings are based on a survey of 200 CIOs and board-level IT leaders.

The study found that 42% of respondents trust AI recommendations when assessing technology suppliers, compared with 32% who trust analyst reports. Business publications ranked lower at 28%, while search results stood at 27%.

More than half of those surveyed, 56%, said they use AI instead of analyst reports when researching new platforms and vendors. The research also found that AI chatbots are now the preferred way for these IT leaders to learn about new tools, industry best practice and emerging trends.

Media influence

Despite AI's stronger position in the research process, independent media coverage still appears to shape vendor selection. The survey found that 79% of CIOs are more likely to shortlist technology suppliers that have been covered by the media.

A lack of coverage can also count against a company. Some 71% of respondents said the absence of independent media coverage would be a red flag when evaluating suppliers.

The results point to a shift in how senior technology buyers gather information before making purchasing decisions. They also suggest that traditional third-party sources still play a role, even as AI tools take a more prominent part in early-stage research.

The survey forms part of Wildfire's Decoded research series, which examines how senior decision-makers discover brands, consume information and make buying decisions. The latest edition focused on CIOs and other board-level IT leaders in the UK.

According to the methodology, the research was carried out through an online survey managed by independent research agency Vitreous World. The sample included 200 respondents in CIO and board-level IT roles.

Louise Palmer commented on the findings in a statement accompanying the research: "What really stands out is how quickly AI has become part of the way CIOs research tech suppliers. That changes the communications challenge for IT brands that want to increase visibility with IT audiences and decision-makers.

"Critically, AI doesn't surface brands or information in a vacuum. Trade and tech media articles, product reviews, social content, original data and credible experts all help shape what AI understands about a company and its technology. As AI usage grows, those signals remain essential because they influence the systems helping tech buyers decide what and who to look at," said Louise Palmer, Co-Managing Director, Wildfire.