As generative AI and conversational search tools become more common among B2B buyers seeking quicker insights, marketing, sales, and product leaders are under mounting pressure to embed these technologies into their go-to-market strategies to stay competitive. However, nearly one in five buyers using AI-powered tools report feeling less assured about their purchasing decisions, citing misinformation and unreliable outputs from generative AI systems. The rapid influx of experimental AI features—combined with limited user expertise poses significant risks, potentially eroding more than $10 billion in enterprise value through stock declines, legal liabilities, and regulatory penalties.
Although many B2B organizations are attempting to reduce risk by extending existing governance models from internally built systems, these traditional, top-down methods fall short when it comes to managing the widespread use of generative AI within commercial go-to-market tools. To leverage generative AI effectively and ethically, companies need to strengthen employees’ understanding and proficiency with AI while adopting more inclusive, organization-wide governance frameworks.
The Forrester Predictions reports provide forward-looking insight into emerging trends and key signals, equipping leaders and their teams to move beyond conventional thinking and spark bold innovation in the year ahead. The 2026 guide for B2B marketing, sales, and product covers critical areas including B2B go-to-market strategies, the evolving business buyer landscape, digital commerce, and payments.
Key Themes from Forrester’s 2026 B2B Go-to-Market Forecasts
- Human expertise will reclaim relevance amid generative AI surge. Looking ahead to 2026, buyers will increasingly seek validation from human experts as they become wary of unfiltered AI-generated insights. In 2025, 30 % of buyers deemed tools powered by generative AI meaningful during their final-commit purchase phase — while only 17 % held the same view for interactions with product experts.
- Influencer relations will become a strategic frontier. As buying networks grow more complex and external voices (analysts, subject-matter experts, thought-leaders) gain traction, 75 % of enterprise B2B firms plan to boost their influencer-relations spend. This shift reflects a growing recognition that decision-makers rely on trusted third-party expertise, not just internal content.
- AI-powered agents will reshape negotiation dynamics. By 2026, at least one in five B2B sellers are expected to negotiate with AI-driven buyer agents a development driven by 61 % of purchase-influencers reporting use (or planned use) of private generative AI engines in procurement workflows.
For B2B leaders, it’s essential to adopt a disciplined, evidence-based approach when deploying generative AI—one that places trust and meaningful value for buyers at the forefront,” said Sharyn Leaver, Chief Research Officer at Forrester. “Sustainable success will depend on investing in AI governance, integrating human expertise with AI capabilities, and empowering teams to deliver clear, validated results. In a volatile market, accountability and transparency are the keys to maintaining a competitive edge for B2B organisations.”
Resources
Download the 2026 “Predictions” guides from Forrester, tailored for B2B marketing, sales & product leaders; B2C marketing & customer-experience leaders; and technology & security executives.
Register for Forrester’s upcoming webinar that dives into the key predictions for the coming year in B2B marketing, sales, and product.
Discover how to apply these insights with actionable tools and frameworks at Forrester’s regional B2B Summits to chart your roadmap for growth.
Explore the full 2026 Predictions hub to access additional complimentary resources and deep-dive materials.
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