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Forrester: B2B Organizations Must Evolve To Encompass AI Agents And External Influencers To Align With How Modern Buyers Want To Buy

1. Forrester's research highlights buyer behavior shifts towards generative AI. 2. B2B organizations must adapt or risk falling behind with younger buyers.

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FAQ

Why Bullish?

The emphasis on generative AI aligns with industry trends. Past examples show companies adapting successfully can see stock price growth.

How important is it?

The focus on generative AI reflects a significant market shift, vital for FORR's strategic positioning.

Why Long Term?

As B2B markets evolve, adapting to new buying behaviors is crucial for sustained growth.

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PHOENIX & CAMBRIDGE, Mass.--(BUSINESS WIRE)--B2B organizations and go-to-market teams have fallen out of step with today's buyers, who are younger, rely more on generative AI and AI agents to research products and services, and increasingly turn to third parties and influencers to make their purchase decisions. These behavioral shifts are upending norms and entrenched practices according to new research, Buying Networks: Your Buyers' New Reality, unveiled at Forrester's (Nasdaq: FORR) B2B Summi.

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