B2B Vendors Adopt AI To Transform Commerce

Forrester publishes a new report advising B2B suppliers to apply AI across digital commerce, noting fewer than a third of C-level B2B marketing leaders actively use generative AI in operations. It highlights practical use cases — smarter product search, virtual assistants, hyperpersonalized recommendations, and automated operations — and urges leaders to pilot, tie investments to business outcomes, and upskill teams to scale responsibly.