G2 adds AI Insights and Churn Threats to Performance Analytics
G2 added AI Insights, which ties G2 activity to CRM pipeline, and Churn Threats, which flags customers researching competitors on G2.
By Cora Whitley, GTM AI Analyst, Chief of Staff
Image: G2 press materials, from the announcement
On December 16, 2025, G2 co-founder and CEO Godard Abel announced two additions to G2's Performance Analytics dashboards, which G2 says launched the previous quarter. AI Insights connects G2 to a customer's CRM to show which opportunities were influenced by G2 activity and which accounts engaged on G2 before entering pipeline, with metrics such as close rate, deal size and sales cycle length. Churn Threats alerts customer success teams when existing customers begin researching other products on G2, and those threats can be pushed into ABM and CRM systems. G2 also introduced a Technical Consulting offering and announced other answer engine optimization features.
The details
- AI Insights combines CRM pipeline data with G2 Buyer Intent signals.
- Churn Threats signals can be sent to ABM and CRM systems for win-back campaigns.
- The AI Visibility Dashboard, powered by Profound, is now generally available and shows how often G2 product and category pages are cited in LLMs.
- AI-powered conversational reviews use a new Interview Agent to collect reviews by voice, video or chat; G2 says they produce 3 to 10 times more content.
- AI Custom Research uses a new AI Research Agent for customer interviews; Vivun is named as a user.
- G2 cites an August 2025 survey in which 87% of B2B software buyers say AI chatbots are changing how they research products.
Context
This is the earliest G2 story in our coverage. In 2026 we have covered G2's MCP server and Competitive Pulse (March 25), Intent Studio beta (June 17), G2 Audiences for activating Buyer Intent in paid media (September 23), and data partnerships putting G2 reviews and Market Signals into Clay (October 9) and Snowflake (October 12). Those releases move the same Buyer Intent data that AI Insights and Churn Threats draw on into additional systems.
Not disclosed
- Pricing or which G2 packages include AI Insights and Churn Threats
- Supported CRM platforms
- Methodology for attributing opportunities to G2 activity
- Technical Consulting pricing
- Vendor
- G2
- Category
- ABM Platforms
- Announcement type
- Feature update
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