Do B2B buyers actually use chatbots, or are we just annoying them?

Why are chatbots losing effectiveness with B2B buyers?

Chatbots were meant to streamline conversations, but most B2B buyers now see them as obstacles. Instead of offering clarity, many chatbots ask qualifying questions, request emails, or push meetings—creating friction where buyers expect instant answers.

Buyers also know that most chatbots are glorified forms with a friendlier interface. They appear helpful but usually redirect to static pages, dead-end scripts, or an SDR. Because they don’t match how buyers research today, engagement has steadily dropped.

The result: high traffic, low interaction, and even lower satisfaction.

What do buyers actually want instead of chatbots?

B2B buyers want answers they can trust, delivered fast. They want to understand the product, compare solutions, and evaluate fit without entering a conversational trap.

What buyers want most:

• Simple explanations of what the product does.
• Short videos over long documents.
• Clear pricing without sales pressure.
• Proof and outcomes instead of hype.
• Interactive, choose-your-own-journey experiences—not back-and-forth scripts.

Chatbots fail because they break the buyer’s flow instead of supporting it.

Why do chatbots create friction instead of clarity?

Chatbots are often designed around the vendor’s needs—capturing lead data, qualifying traffic, or routing visitors—rather than the buyer’s needs.

Common friction points include:

• Interruptive pop-ups that hijack the page experience.
• Irrelevant canned responses that don’t answer real questions.
• Slow handoffs to human agents.
• Hidden answers behind lead capture forms.

Buyers feel manipulated—not empowered.

How does interactive video outperform chatbots?

Interactive video gives buyers clarity faster than any chatbot can. It lets visitors choose their own path—by role, problem, or use case—without typing, waiting, or being qualified.

With interactive video, buyers get:

• Instant explanations in under 60 seconds.
• Personalised paths without being “qualified.”
• Visual clarity that text or chat can’t match.
• Control over what they explore next.
• Anonymous engagement without pressure.

Instead of interrupting the journey, interactive video enhances it.

Should we remove chatbots altogether?

Not always—some chatbots still offer value when used sparingly and strategically. The key is understanding where a chatbot helps—and where it hurts.

Use chatbots for:

• Post-sale support and documentation lookup.
• Simple, task-based questions (“Where do I download X?”).
• After-hours assistance for existing customers.

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FAQ

Do buyers actually use chatbots?

Rarely. Most buyers avoid them unless they have a very specific support-style question.

Are chatbots good for sales?

No. Buyers prefer to self-educate, not be qualified or pushed into conversations.

Should chatbots live on our homepage?

Usually not—they interrupt the most important first impression.

What converts better than chatbots?

Short, interactive video journeys that guide buyers clearly and quickly.