The B2B software review and comparison space shifted significantly this week when G2 revealed it is acquiring Software Advice, Capterra and GetApp from tech industry analyst firm Gartner. Gartner originally bought Software Advice in 2014 as part of its push to expand what it branded its Digital Markets business. At the time, the strategy looked sound. SMB software buyers typically couldn’t justify the cost of Gartner’s research and consulting, so they turned instead to peer review platforms and comparison tools to inform their purchasing decisions. Still, the relationship was never entirely seamless. Gartner’s core strength has long been premium, independent research and advisory services. By contrast, the Digital Markets division functioned more like a media operation — fueled by paid listings, lead-gen programs and aggressive SEO. It’s also impossible to separate this move from the broader shifts in search and social. Gartner’s analysts fully recognize how AI and LLMs are reshaping — and will continue to reshape — web traffic patterns and how buyers conduct research. Marketers historically favored review and comparison sites because they offered visibility into the earliest stages of the buying journey. Now, a simple AI prompt can instantly produce software comparison shortlists. Social channels like Reddit and LinkedIn likewise give buyers fresh ways to tap into peer feedback and share experiences. Refocusing on Gartner’s core strengths For Gartner, divesting Software Advice, Capterra and GetApp to G2 underscores a strategic return to its core offerings. As of this writing,…