{"id":1012096,"date":"2026-10-21T04:33:03","date_gmt":"2026-10-21T08:33:03","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/"},"modified":"2026-10-21T04:33:03","modified_gmt":"2026-10-21T08:33:03","slug":"forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/","title":{"rendered":"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions<\/b><\/p>\n<p class=\"bwalignc\"><i>To remain competitive, providers must strengthen customer trust, substantiate value claims, and offer human expertise and guidance<\/i><\/p>\n<p>CAMBRIDGE, Mass.&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nAccording to <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fbold%2F&amp;esheet=54624928&amp;newsitemid=20261021588355&amp;lan=en-US&amp;anchor=Forrester%26%238217%3Bs&amp;index=1&amp;md5=0c889efc2faff1fe65a1ae4f3bcc4968\">Forrester\u2019s<\/a> (Nasdaq: FORR) <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Freport%2Fpredictions-2027-b2b-go-to-market%2FRES202076&amp;esheet=54624928&amp;newsitemid=20261021588355&amp;lan=en-US&amp;anchor=2027+B2B+go-to-market+predictions&amp;index=2&amp;md5=2a9c90a8d1cf4c81e832e8c0a5315bb8\">2027 B2B go-to-market predictions<\/a>, business buyers will increasingly deploy AI agents to handle tasks across the buying process, from supplier discovery and information gathering to contract-renewal analysis. While truly autonomous buying will remain concentrated in high-volume, low-risk, and repeatable purchases, the ubiquity of these agents will require providers to ensure that their systems and sellers can respond with speed, accuracy, and consistency.<\/p>\n<p>\nForrester\u2019s B2B Predictions reports, covering topics including <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fblogs%2Fpredictions-2027-b2b-go-to-market-teams-must-adapt-as-ai-shifts-control-to-buyers%2F&amp;esheet=54624928&amp;newsitemid=20261021588355&amp;lan=en-US&amp;anchor=B2B+go-to-market&amp;index=3&amp;md5=c2ec08e9e987c8d32ca90e130693ae69\">B2B go-to-market<\/a> strategy, business buyers, and content and creative, offer forward-looking insights to help executives and their teams anticipate change, reduce uncertainty, and make confident decisions ahead of market shifts. Key highlights from the 2027 B2B go-to-market predictions include:<\/p>\n<ul class=\"bwlistdisc\">\n<li><b>Buyers will double their human interactions to validate AI-generated recommendations.<\/b> As AI becomes the primary interface for researching products and providers, buyers will encounter more AI-generated recommendations, synthetic content, automated outreach, and agent-mediated interactions. Since AI cannot fully judge service provider fit, feasibility, trust, or accountability, buyers will require conversations with provider teams and trusted third parties including analysts, customer references, and partners to confirm and validate buying decisions.\n<\/li>\n<\/ul>\n<ul class=\"bwlistdisc\">\n<li><b>Two-thirds of providers will lose deals because buyers cannot verify claims.<\/b> Buyers already use AI-assisted search and analysis tools to gather information about products and vendors, synthesize provider claims, and fact check. As the reliance on these capabilities continue to advance, go-to-market teams will need to act fast to restructure content discovery for AI tools, including providing credible and consistent proof points that AI tools can index and validate.\n<\/li>\n<\/ul>\n<ul class=\"bwlistdisc\">\n<li><b>Most CMOs will cut programs or accept reduced capacity after overestimating AI gains.<\/b> As pressure intensifies to reduce personnel costs with AI, marketing leaders will eliminate as many as 25% of roles in anticipation of productivity gains that fail to meet expectations. As a result, they will have to choose between cutting program budgets to restore capacity through rehiring, contractors, or agency support or accept reduced execution with a smaller team. In either case, lower campaign investment, weaker execution, or both will reduce marketing\u2019s overall value contribution.\n<\/li>\n<\/ul>\n<p>\n\u201cIn 2027, the defining challenge for B2B go-to-market leaders will be to make deliberate choices about what to automate and where human judgment still matters,\u201d said Sharyn Leaver, chief research officer at Forrester. \u201cAs AI becomes ubiquitous across the buying process, B2B leaders that pair AI-driven speed and convenience with transparency, control, and trust will extract the most value from AI.\u201d<\/p>\n<p><b>Resources:<\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li>\nDownload <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fpredictions%2Fb2b-2027%2F&amp;esheet=54624928&amp;newsitemid=20261021588355&amp;lan=en-US&amp;anchor=Forrester%26%238217%3Bs+2027+Predictions+guide&amp;index=4&amp;md5=f07ec314c6af2ff7bb4765e055cf8833\">Forrester\u2019s 2027 Predictions guide<\/a> for B2B go-to-market.<\/p>\n<\/li>\n<li>\nRegister for <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fwebinars%2F2027-b2b-leaders-predictions%2F&amp;esheet=54624928&amp;newsitemid=20261021588355&amp;lan=en-US&amp;anchor=Forrester%26%238217%3Bs+webinar&amp;index=5&amp;md5=732f1839f6a9d97a766df4cf24675948\">Forrester\u2019s webinar<\/a> exploring the key trends reshaping B2B go-to-market strategies in 2027.<\/p>\n<\/li>\n<li>\nLearn how to turn these predictions into action through <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forrester.com%2Fevents%2Fmarketing%2F&amp;esheet=54624928&amp;newsitemid=20261021588355&amp;lan=en-US&amp;anchor=Forrester%26%238217%3Bs+global+B2B+events&amp;index=6&amp;md5=385a8bd453b69d52ee5cb0e6d71cc19e\">Forrester\u2019s global B2B events<\/a> and research programs.<\/p>\n<\/li>\n<\/ul>\n<p><b>About Forrester<\/b><\/p>\n<p>\nForrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261021588355r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20261021588355\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20261021588355\/en\/<\/a><\/span><\/p>\n<p>\nPress contact:<br \/>\n<br \/>Hannah Segvich<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:hsegvich@forrester.com\">hsegvich@forrester.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> Massachusetts United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Technology Consulting Marketing Communications Professional Services Business Internet Digital Marketing Data Management Artificial Intelligence<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20261021588355\/en\/1759468\/3\/Forrester_black_RGB_narrow_%285%29.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions To remain competitive, providers must strengthen customer trust, substantiate value claims, and offer human expertise and guidance CAMBRIDGE, Mass.&#8211;(BUSINESS WIRE)&#8211; According to Forrester\u2019s (Nasdaq: FORR) 2027 B2B go-to-market predictions, business buyers will increasingly deploy AI agents to handle tasks across the buying process, from supplier discovery and information gathering to contract-renewal analysis. While truly autonomous buying will remain concentrated in high-volume, low-risk, and repeatable purchases, the ubiquity of these agents will require providers to ensure that their systems and sellers can respond with speed, accuracy, and consistency. Forrester\u2019s B2B Predictions reports, covering topics including B2B go-to-market strategy, business buyers, and content and creative, offer forward-looking insights &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-1012096","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions To remain competitive, providers must strengthen customer trust, substantiate value claims, and offer human expertise and guidance CAMBRIDGE, Mass.&#8211;(BUSINESS WIRE)&#8211; According to Forrester\u2019s (Nasdaq: FORR) 2027 B2B go-to-market predictions, business buyers will increasingly deploy AI agents to handle tasks across the buying process, from supplier discovery and information gathering to contract-renewal analysis. While truly autonomous buying will remain concentrated in high-volume, low-risk, and repeatable purchases, the ubiquity of these agents will require providers to ensure that their systems and sellers can respond with speed, accuracy, and consistency. Forrester\u2019s B2B Predictions reports, covering topics including B2B go-to-market strategy, business buyers, and content and creative, offer forward-looking insights &hellip; Continue reading &quot;Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-21T08:33:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261021588355r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions\",\"datePublished\":\"2026-10-21T08:33:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\\\/\"},\"wordCount\":616,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20261021588355r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\\\/\",\"name\":\"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions - 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While truly autonomous buying will remain concentrated in high-volume, low-risk, and repeatable purchases, the ubiquity of these agents will require providers to ensure that their systems and sellers can respond with speed, accuracy, and consistency. Forrester\u2019s B2B Predictions reports, covering topics including B2B go-to-market strategy, business buyers, and content and creative, offer forward-looking insights &hellip; Continue reading \"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/","og_site_name":"Market Newsdesk","article_published_time":"2026-10-21T08:33:03+00:00","og_image":[{"url":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261021588355r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions","datePublished":"2026-10-21T08:33:03+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/"},"wordCount":616,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/#primaryimage"},"thumbnailUrl":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261021588355r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions\/","name":"Forrester\u2019s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions - 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