B2B Buying Groups Surge as GenAI Fuels Buyer Skepticism

Event summary

  • Forrester's 'The State Of Business Buying, 2026' report reveals generative AI is reshaping B2B purchasing.
  • Typical B2B buying decisions now involve 13 internal stakeholders and 9 external influencers.
  • 94% of buyers with groups of six or more report clear benefits, including budget security and broader perspectives.
  • Over 60% of buyers now utilize trials, with 78% of those making purchases over $10 million engaging in a trial.
  • Procurement professionals are decision-makers in 53% of B2B buying cycles, prioritizing efficiency and productivity.

The big picture

Forrester's findings highlight a significant shift in B2B buying dynamics, driven by the rise of generative AI and increasing pressure on buyers to justify expenditures. This trend is forcing vendors to move beyond product features and focus on building trust, demonstrating value, and navigating complex stakeholder networks – a change that could impact the entire sales and marketing landscape.

What we're watching

Network Influence
The reliance on expanding internal and external networks suggests a growing complexity in B2B purchasing, potentially lengthening sales cycles and requiring more sophisticated relationship management strategies.
AI Validation
The buyer's mistrust of AI-generated information will likely drive increased demand for human expertise and validation, favoring vendors with strong reputations and established influencer programs.
Trial Economics
The prevalence of trials, particularly for large deals, indicates buyers are prioritizing risk mitigation and ROI validation, forcing vendors to optimize trial experiences and demonstrate clear business value.

Related topics

Generative AI