BuzzScan market read: where the buzzwords pile up, what they leave out, and whether anyone searches for them
This page describes the market as a whole, from the public website copy of the vendors in the directory. No vendor is scored on it.
From the scan of 10 Nov 2026, 193 vendors.
BuzzScan: Buzz map and ranking · Leaderboard · Market read · How BuzzScan works
Do buzzy sites explain less?
Biggest gap: names integrations. Plainest quarter 0.89, buzziest quarter 0.43.
Six evidence signals, each scored 0 to 1 for every site: the median of the buzziest quarter of sites against the plainest quarter and the whole market. Sites with 300 words of copy or more, ranked by buzzwords per 100 words; each quarter is 47 sites.
| Evidence signal | Plainest quarter | Buzziest quarter | Market median | Gap |
|---|---|---|---|---|
| Names integrations | 0.89 | 0.43 | 0.71 | 0.46 |
| Says what humans control | 0.54 | 0.45 | 0.51 | 0.09 |
| Backs numbers with evidence | 0.23 | 0.16 | 0.18 | 0.07 |
| Explains how it works | 0.95 | 0.94 | 0.93 | 0.01 |
| Makes numeric claims | 0.98 | 0.99 | 0.98 | -0.01 |
| States scope | 0.94 | 0.96 | 0.95 | -0.02 |
Where the buzz goes
Agentic branding, Machine speed, Agent autonomy: 33% of all buzzword mentions.
| Message | Share of buzzword mentions | Running total | What it means |
|---|---|---|---|
| Agentic branding | 17% | 17% | Positioning the product as agentic or multi-agent, built from specialized agents. |
| Category and generic words | 15% | 32% | |
| Machine speed | 8% | 41% | Faster detection, investigation and response, framed as speed and shorter times. |
| Agent autonomy | 7% | 48% | AI agents act on their own, end to end, without waiting on a human. |
| AI native claim | 7% | 55% | Claiming the product was built on AI from the start, as opposed to bolting AI onto old tools. |
| Unified end to end | 6% | 62% | One platform that consolidates tools and covers the full lifecycle from triage to response. |
| Complete coverage | 5% | 66% | Nothing is missed: every alert investigated with full context and visibility across the environment. |
| Analyst capacity | 5% | 71% | Doing more SOC work without more people: removing manual effort, freeing analysts, 24/7 coverage and scale without hiring. |
| Other messages | 29% | 100% |
Most crowded messages
Share of vendors using at least one phrase that expresses each positioning concept. Different spellings of the same message count once per vendor.
| Message | Vendors | Share of vendors |
|---|---|---|
| machine speed | 167 | 87% |
| unified end to end | 165 | 85% |
| analyst capacity | 162 | 84% |
| detection and hunting | 162 | 84% |
| complete coverage | 156 | 81% |
| agentic branding | 155 | 80% |
| ai native claim | 151 | 78% |
| fits existing stack | 151 | 78% |
| agent autonomy | 144 | 75% |
| alert noise reduction | 144 | 75% |
| risk reduction outcomes | 127 | 66% |
| human in control | 116 | 60% |
| compliance certification | 105 | 54% |
| replace legacy siem | 105 | 54% |
| data privacy sovereignty | 95 | 49% |
| natural language access | 95 | 49% |
| managed service expertise | 94 | 49% |
| fast deployment | 80 | 41% |
| transparent explainable | 64 | 33% |
| lower cost | 56 | 29% |
| continuous learning | 21 | 11% |
Do buyers search for these words?
40 of 73 words are barely searched, 10 of them on a fifth of vendor sites or more. 26 are searched more than a year earlier.
Google search interest for 73 of the words vendors use most, in Computer Security category, worldwide. Each word is measured against "AI SOC" and compared over the last 12 months with the 12 before. Search data from October 2026.
Said a lot, barely searched
On many vendor sites, but under 2 on Google's 0 to 100 scale next to "AI SOC" in both years. Vendors use them; people do not type them. Low search demand, not proof of zero demand.
- machine speed: on 70 vendor sites (38%)
- at machine speed: on 60 vendor sites (33%)
- blind spots: on 52 vendor sites (28%)
- purpose-built: on 51 vendor sites (28%)
- alert fatigue: on 50 vendor sites (27%)
- existing tools: on 47 vendor sites (26%)
- detection coverage: on 46 vendor sites (25%)
- full context: on 44 vendor sites (24%)
- rip-and-replace: on 43 vendor sites (24%)
- agentic soc: on 41 vendor sites (22%)
| Word | Vendor sites | Share of vendors | Search | Change in searches |
|---|---|---|---|---|
| agentic | 122 | 67% | Rising | +431% |
| autonomous | 111 | 61% | Rising | +437% |
| real-time | 108 | 59% | Rising | +77% |
| ai agents | 98 | 54% | Rising | +271% |
| end-to-end | 89 | 49% | Rising | +77% |
| ai-driven | 81 | 44% | Rising | +157% |
| ai-powered | 81 | 44% | Rising | +165% |
| security stack | 80 | 44% | Rising | +222% |
| false positives | 78 | 43% | Rising | +300% |
| agentic ai | 74 | 40% | Rising | +422% |
| one platform | 71 | 39% | New in search | New, searched since 2024-08 |
| machine speed | 70 | 38% | Barely searched | Too little to measure |
| use cases | 70 | 38% | Rising | +222% |
| security posture | 65 | 36% | Rising | +48% |
| 24/7 | 60 | 33% | Rising | +35% |
| at machine speed | 60 | 33% | Barely searched | Too little to measure |
| existing security | 54 | 30% | Rising | +458% |
| blind spots | 52 | 28% | Barely searched | Too little to measure |
| purpose-built | 51 | 28% | Barely searched | Too little to measure |
| real-world | 51 | 28% | Rising | +305% |
| alert fatigue | 50 | 27% | Barely searched | Too little to measure |
| ai agent | 49 | 27% | Rising | +232% |
| ai-native | 48 | 26% | New in search | New, searched since 2026-03 |
| existing tools | 47 | 26% | Barely searched | Too little to measure |
| detection coverage | 46 | 25% | Barely searched | Too little to measure |
| full context | 44 | 24% | Barely searched | Too little to measure |
| real threats | 44 | 24% | Rising | +465% |
| rip-and-replace | 43 | 24% | Barely searched | Too little to measure |
| agentic soc | 41 | 22% | Barely searched | Too little to measure |
| stay ahead | 40 | 22% | Barely searched | Too little to measure |
| cyber defense | 39 | 21% | Rising | +31% |
| use case | 37 | 20% | Rising | +102% |
| cloud-native | 36 | 20% | Rising | +167% |
| human-in-the-loop | 36 | 20% | Barely searched | Too little to measure |
| black box | 35 | 19% | Rising | +55% |
| agentic security | 34 | 19% | Rising | +989% |
| pre-built | 34 | 19% | Barely searched | Too little to measure |
| security platform | 34 | 19% | Rising | +139% |
| emerging threats | 33 | 18% | Steady | +3% |
| entire security | 33 | 18% | Barely searched | Too little to measure |
| existing stack | 33 | 18% | Barely searched | Too little to measure |
| high-fidelity | 33 | 18% | Barely searched | Too little to measure |
| no rip and replace | 33 | 18% | Barely searched | Too little to measure |
| decision-making | 32 | 17% | New in search | New, searched since 2024-07 |
| ai-assisted | 31 | 17% | Barely searched | Too little to measure |
| autonomous ai | 31 | 17% | New in search | New, searched since 2026-03 |
| plain language | 31 | 17% | Barely searched | Too little to measure |
| threats faster | 31 | 17% | Barely searched | Too little to measure |
| modern security | 30 | 16% | Rising | +85% |
| control plane | 29 | 16% | Barely searched | Too little to measure |
| data stays | 29 | 16% | Barely searched | Too little to measure |
| existing security stack | 29 | 16% | Barely searched | Too little to measure |
| existing siem | 29 | 16% | Barely searched | Too little to measure |
| threat landscape | 29 | 16% | Rising | +122% |
| tier 1 | 29 | 16% | Steady | +28% |
| audit-ready | 28 | 15% | Barely searched | Too little to measure |
| business context | 28 | 15% | Barely searched | Too little to measure |
| machine learning | 28 | 15% | Rising | +63% |
| security operations platform | 28 | 15% | Barely searched | Too little to measure |
| soc analyst | 28 | 15% | Steady | +22% |
| unified platform | 28 | 15% | Barely searched | Too little to measure |
| next generation | 22 | 12% | Barely searched | Too little to measure |
| 10x | 20 | 11% | Barely searched | Too little to measure |
| autonomous soc | 19 | 10% | Barely searched | Too little to measure |
| force multiplier | 11 | 6% | Barely searched | Too little to measure |
| glass-box | 9 | 5% | Barely searched | Too little to measure |
| no playbooks | 9 | 5% | Barely searched | Too little to measure |
| single pane of glass | 9 | 5% | Barely searched | Too little to measure |
| hyperautomation | 7 | 4% | Barely searched | Too little to measure |
| future-proof | 5 | 3% | Barely searched | Too little to measure |
| isoc | 3 | 2% | Barely searched | Too little to measure |
| ai teammate | 1 | 1% | Barely searched | Too little to measure |
| virtual analyst | 1 | 1% | Barely searched | Too little to measure |
Two-, three- and four-word phrases
Most common two-word phrases on vendor sites
BuzzScan labeled 463 two-word phrases, and the buzzword rule called 56% of them buzzwords. Left out: 1 calls to action, navigation labels or sentence fragments.
- security operations: 155 vendors (80%)
- security teams: 133 vendors (69%)
- real-time: 121 vendors (63%), counted as a buzzword
- threat intelligence: 116 vendors (60%)
- ai agents: 112 vendors (58%), counted as a buzzword
- threat hunting: 103 vendors (53%)
- incident response: 98 vendors (51%)
- ai-powered: 89 vendors (46%), counted as a buzzword
- ai soc: 88 vendors (46%)
- ai-driven: 88 vendors (46%), counted as a buzzword
- false positives: 85 vendors (44%)
- security stack: 83 vendors (43%), counted as a buzzword
- mitre att&ck: 81 vendors (42%)
- security tools: 79 vendors (41%)
- threat detection: 79 vendors (41%)
Most common three-word phrases on vendor sites
BuzzScan labeled 169 three-word phrases, and the buzzword rule called 67% of them buzzwords. Left out: 1 calls to action, navigation labels or sentence fragments.
- end-to-end: 96 vendors (50%), counted as a buzzword
- detection and response: 95 vendors (49%)
- at machine speed: 62 vendors (32%), counted as a buzzword
- investigation and response: 42 vendors (22%)
- rip-and-replace: 41 vendors (21%), counted as a buzzword
- respond to threats: 37 vendors (19%)
- security operations center: 32 vendors (17%)
- existing security stack: 30 vendors (16%), counted as a buzzword
- security operations platform: 30 vendors (16%), counted as a buzzword
- ai soc platform: 29 vendors (15%)
- explore the platform: 28 vendors (15%)
- time-to-value: 28 vendors (15%), counted as a buzzword
- investigates every alert: 27 vendors (14%), counted as a buzzword
- existing security tools: 26 vendors (13%)
- real-time threat: 26 vendors (13%), counted as a buzzword
Most common phrases of four words or more on vendor sites
BuzzScan labeled 68 phrases of four words or more, and the buzzword rule called 71% of them buzzwords.
- human-in-the-loop: 38 vendors (20%), counted as a buzzword
- out-of-the-box: 31 vendors (16%), counted as a buzzword
- no rip and replace: 30 vendors (16%), counted as a buzzword
- threat detection and response: 30 vendors (16%)
- focus on what matters: 28 vendors (15%), counted as a buzzword
- managed detection and response: 24 vendors (12%)
- tools you already run: 23 vendors (12%), counted as a buzzword
- chief information security officer: 20 vendors (10%)
- mean time to detect: 18 vendors (9%)
- soc 2 type ii: 18 vendors (9%)
- mean time to respond: 17 vendors (9%)
- threats in real time: 17 vendors (9%), counted as a buzzword
- trusted by security teams: 17 vendors (9%), counted as a buzzword
- continuous threat exposure management: 15 vendors (8%)
- ai-driven security operations: 13 vendors (7%), counted as a buzzword
Scores describe website copy, not product quality or ASEF evaluation results. How BuzzScan works