AI Due Diligence Gap: 77% of B2B Marketers Say Vendor RFPs Miss the Mark

A recent survey conducted by StackAdapt in partnership with Ledger Bennett uncovers a stark disconnect between B2B marketers’ appetite for AI‑driven solutions and the rigor of their vendor evaluation processes. Seventy‑seven percent of respondents said the AI components of a vendor’s offering are not examined closely enough during RFP (request‑for‑proposal) stages, while a mere 23 percent apply defined criteria to assess AI capabilities.

The study also highlighted a secondary pain point: 63 percent of marketers struggle to measure cross‑channel performance, even though they have clear KPIs in place. This gap suggests that while organizations recognize AI as a growth lever, they lack the operational frameworks to validate its impact.

From a growth‑hacking perspective, the findings are a double‑edged sword. On one hand, the lax scrutiny creates an opening for vendors who can demonstrate concrete, data‑backed AI outcomes. On the other, it raises the risk of procurement teams buying hype‑laden solutions that fail to deliver measurable lift. The key differentiator will be the ability to enrich AI claims with verifiable metrics—think lift‑percentage, conversion uplift, and email deliverability improvements—rather than generic buzzwords.

What does this mean for the broader AI ecosystem? First, it accelerates the need for standardized AI evaluation frameworks. Industry bodies and consulting firms are already drafting checklists that include model transparency, data provenance, and post‑deployment monitoring. Second, it pushes AI vendors to prioritize explainability and integration simplicity. A self‑serve analytics dashboard that surfaces real‑time ROI can turn a vague promise into a sellable asset.

For B2B growth teams, the takeaway is clear: embed AI due diligence into the early stages of the buying cycle. Build a scoring rubric that weights data quality, model performance, and alignment with existing tech stacks. Pair this with a small‑scale pilot that tracks conversion, lead quality, and email deliverability before committing to a full rollout.

In an environment where 42 percent of buyers already rely on AI search to inform purchase decisions, the pressure to back AI claims with hard data will only intensify. Marketers who master rigorous AI vetting will not only avoid costly missteps but also unlock the true potential of intelligent automation across the funnel.