---
id: "quote-hvac-chatgpt-shift"
type: "quote"
source_timestamps: ["§ Where the Disruption Hits Hardest"]
tags: ["buyer-behavior", "industrial-manufacturing"]
related: ["entity-imi", "concept-dark-funnel", "entity-marcella-colombino"]
speaker: "Marcella Colombino"
speakers: ["Marcella Colombino"]
quote: "Industrial projects work with specifications. Today it's much easier to find alternatives, compare features and prices, and equip yourself to push the conversation with B2B suppliers even if you don't have the knowledge."
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-tier1-01-gen-ai-b2b-buying"
sourceUrl: "https://hbr.org/2026/06/how-gen-ai-is-disrupting-b2b-buying-decisions"
sourceTitle: "How Gen AI is Disrupting B2B Buying Decisions"
---
# HVAC installers shifting to ChatGPT

> "Industrial projects work with specifications. Today it's much easier to find alternatives, compare features and prices, and equip yourself to push the conversation with B2B suppliers even if you don't have the knowledge."
> — [[entity-marcella-colombino]]

**Why it matters:** The clearest field description of the [[concept-dark-funnel]] on the demand side — AI lets even non-expert industrial buyers self-serve comparisons and enter negotiations informed. It anchors the [[entity-imi]] case for [[framework-imi-citability-operationalization]].