G2's New Categories Turn Category Creation Into a Buyer Filter

THE SHORT VERSION: G2 added seven new software categories in June, including Agentic AI Browser and Enterprise AI Chatbot, and Software Advice launched its first new market in a decade for AI Legal Assistants. Category creation isn't just a G2 taxonomy exercise: if buyers and AI shopping tools can't find a category for what you sell, they can't compare you at all.

What happened

G2 published its monthly new-category roundup on July 6, adding seven categories including Enterprise AI Chatbot, Agentic AI Browser, AI Engineering Accelerators, and Analyst Relations Agencies. The more notable move sits inside the same announcement: Software Advice, G2's sister site, launched AI Legal Assistants as its first entirely new market in ten years. G2's research team framed the freeze-breaking decision as a signal about legal buyers specifically, a famously risk-averse function finally getting dedicated tooling instead of stretching a general-purpose AI assistant to fit accuracy and audit requirements it wasn't built for. Every new category came with a named top-three product ranking at launch, meaning vendors that already fit the new definition got immediate visibility the moment the category existed, while close competitors sitting just outside the definition got none.

Why category creation now decides who gets found

Comparison sites have always mattered for late-stage buyer research, but the stakes just went up. G2 has spent 2026 wiring its category and review data directly into AI agents through its own MCP server and partnerships with tools like HubSpot and ChatGPT, meaning a category listing increasingly feeds the same models buyers now ask "what should I use for X." A company selling something genuinely new but sitting outside any named category isn't just harder to find on G2, it's harder for an AI agent to place in an answer at all, because the model has no labeled bucket to put it in.

1. Check whether your product fits an existing categorySearch G2 and Software Advice for your product type directly. If you don't cleanly fit an existing category, that's a positioning gap costing you visibility in exactly the comparison moment your buyers are in.
2. Push for category creation if you're defining something newIf your product genuinely doesn't fit anywhere, G2's research team accepts input on category gaps. A defined category with your product in the first cohort is worth more than being the best entry in a category that doesn't describe you.
3. Write your own category definition in plain languageWhether or not G2 creates a formal category, publish a one-paragraph definition of the category you're claiming on your own site. That's the text an AI agent or a buyer copies when explaining what you do to someone else.

By the numbers: G2 adds five to ten new categories every month, but Software Advice had not launched an entirely new market in ten years before AI Legal Assistants, a rare enough event to signal where buyer demand is actually concentrating.

“As AI moves from simple chat interfaces to action-oriented agents, browsers are becoming the new operating layer for work.” — Neeraja Prakash, Market Research Analyst, G2

What to do this week

Search G2, Software Advice, and Capterra for the exact problem you solve, not just your company name, and see whether a clean category exists for it. If you land in three different adjacent categories or none at all, write the one-sentence category definition you wish existed and put it on your homepage this week.