Forrester sees AI agents influencing 75% of B2B purchase decisions in 2027
FORR•Forrester predicts AI agents will influence 75% of B2B purchase decisions in 2027. It also expects providers to lose deals when buyers cannot verify claims and marketing leaders to eliminate up to 25% of roles.
1. AI in B2B purchasing
Forrester predicts AI agents will influence 75% of B2B purchase decisions in 2027, while two-thirds of providers will lose deals because buyers cannot verify their claims. Buyers are expected to double human interactions to validate AI-generated recommendations, and marketing leaders may eliminate up to 25% of roles as productivity gains fall short.
