Meet the New G2: 5 Things to Know About Our Unified Platform

A good research finding should be useful beyond the source text. If it answers a question your buyers care about, your team should be able to reuse it in a launch, a sales conversation, or a social post, with minimal effort.

That’s what we’re working on with AI Custom Research and Content Studio: helping teams gather evidence from buyers and making it easier to put that evidence to work.

The need is pretty clear. G2’s 2026 Buyer Behavior Report found that more than 80% of B2B buyers had used an AI chatbot to source software recommendations in the previous two years. Buyers are forming shortlists before you get a chance to talk to them. The content they find needs to give them something specific they can use to evaluate you. And the best data comes directly from their peers—director level respondents who are also evaluating and buying software on behalf of their companies.

Start with the question your buyers are asking

For years, G2 Content has helped teams use reviews, badges, and reports in their marketing. That gives you a way to show what customers say about your product and how it compares with other options.

But there are questions a review or a Grid report won’t answer. You might be entering a new market, launching a product that doesn’t have reviews yet, or trying to understand how buyers’ priorities are changing.

AI Custom Research gives you a way to answer those questions. For a commissioned study, you define the topic and audience. G2 designs the study, uses AI voice agents to interview real people, and turns what they tell us into research published under the G2 brand.

That gives you a story to tell beyond your position on a Grid. You can explore a problem in your market, understand why buyers are changing how they work, or give sales better evidence for the conversations they’re already having.

Choose the evidence you need

There are three ways to work with G2 research, depending on the question and the evidence you already have.

• Commissioned research collects new evidence through AI-moderated voice interviews with an audience you define. Over the course of four to six weeks, G2 designs and conducts 100 or more one-on-one interviews with buyers in your market and delivers a data-driven report. It’s useful when you need original insight, a thought-leadership study, or customer proof.
• Synthetic research analyzes existing verified G2 reviews from your category or named competitors. In two weeks, we deliver a report with the qualitative stories your ratings and rankings don’t tell, for richer messaging around category and competitive positioning.
• Sponsored research puts your brand alongside an existing G2 research report. Sponsorship can typically go live within days.

RingCentral is a good example of what’s possible with AI Custom Research. As Kevin Tsukii, Director of Content Marketing at RingCentral, put it:

“We had two weeks to gather customer proof. With the AI Custom Research effort, we were able to partner with G2 to send incentives and work with our lifecycle marketing team to get dozens of interviews in just a week.”

Make the evidence easier to use with Content Studio

Even when you have a strong review or a useful report, someone still has to turn it into content. That could mean waiting weeks or months on a design queue or briefing an agency before a finding ever makes it into a campaign.

Content Studio, now in beta in my.G2, cuts that timeline down to minutes. It turns G2 reviews, badges, and reports into infographics, social carousels, and blog posts. You describe what you want, choose a format and size, and our trained agentic model handles the rest.

You can even upload your brand guidelines so the assets reflect your aesthetic and brand voice.

The aim is to make the everyday work faster: Take the evidence you have, generate an asset in minutes, and spend your time refining the message rather than rebuilding the same material for each format. And better yet, assets built from G2 report data follow G2's Content Usage Guidelines. One less box to check.

What’s next?

Content Studio is the home for your G2 content: the proof you license, the research you commission, and the assets you create from it, all in one place.

We’re also adding AI Custom Research reports as a source in Content Studio, which will turn a study’s findings into a carousel or infographic tp prp,pte the full report. Just one study produces insights that fuel full-funnel campaigns.

Longer term, we see room for more kinds of evidence, including Agent Evaluations, and more formats, including video. We also want to make life easier for your team by supporting the entire content workflow, from planning a campaign to putting it into action.

If you’re a G2 customer, open Content Studio in my.G2 and try it with your free credits. If you have a question you want to explore through AI Custom Research, book a demo.