Scientists are making supplier decisions earlier than you think. Here’s the data.
Summary
New research reveals how AI tools are shifting influence over scientific purchase decisions upstream—before traditional sales and marketing efforts begin.
Most life science sales and marketing strategies are built around a buying journey that is changing faster than commercial teams realize.
Our primary research among 226 active scientists across academia and industry reveals a measurable upstream shift in how scientists generate ideas, validate approaches, and evaluate suppliers — and AI tools are accelerating it.
Among the findings:
- 11% of scientists now turn to an AI assistant as their first action after forming a new research idea — before any vendor contact.
- Nearly 30% say AI tools are most valuable during background research, the stage where product inclusion decisions begin.
- Early-stage AI adoption is only part of the story. What’s happening in procurement may be the bigger long-term threat to supplier revenue.
The commercial implication isn’t just that AI is changing how scientists search. It’s that influence over the purchase decision is moving to a stage in the scientific process that most sales and marketing efforts never reach.
This guide identifies where that influence is migrating, which parts of your commercial strategy are most exposed, and what to do about it.