Analysisgenerative aib2b buyingprocurementbuyer behavior
Buyers Tighten Validation Of AI-Driven Insights
8.2
Forrester publishes The State Of Business Buying, 2026, based on its Buyers’ Journey Survey of nearly 18,000 global business buyers last year, reporting heightened scrutiny and widespread use of generative AI across purchase cycles. The report finds 94% of buyers use AI but validate outputs, larger buying groups for genAI features, rising procurement influence (53%), and frequent trial usage (over 60%), shifting vendor engagement.
Key Points
- 1Shows 94% of business buyers use AI during purchase processes.
- 2Highlights procurement influence: procurement leads decisions 53% of buying cycles, tightening controls.
- 3Indicates trials and larger stakeholder groups increase validation but slow decision speed and conversions.
Scoring Rationale
Broad, credible global survey data drives score; limited novelty and actionable specifics reduce transformative impact.
Sources
Public references used for this report.
Practice interview problems based on real data
1,625 SQL & Python problems across 15 industry datasets — the exact type of data you work with.
Try 250 free problems
