Analysisgenerative aib2b digital commerceforresterpersonalization
B2B Vendors Adopt AI To Transform Commerce
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8.2
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.
Scoring Rationale
Actionable, credible Forrester guidance with broad B2B commerce relevance; limited breakthrough novelty beyond established use cases.
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