How GenAI Features Affect The Buying Cycle And What Go-To-Market Leaders Can Do About It

GenAI evaluation and architecture review. Incorporate genAI-specific evaluation into the EA review process. This includes assessing solution fit, model quality, integration architecture, data governance, and explainability requirements, as well as validating that genAI components align with enterprise strategy and technology standards.

Product management decision-makers should treat genAI as a core product management capability , not an experiment. This is a snapshot of Forrester’s data on the use of genAI in product management.

The embedding of generative AI (genAI) features into products has moved rapidly from experimentation to near ubiquity. In 2025, 84% of product managers said that their firm embeds genAI into at least some of its products, up from 58% in 2024, signaling that AI-enabled functionality is now standard rather than exceptional. While only 12% said that genAI is embedded into all products, very few companies remain on the sidelines with no genAI features at all.

How GenAI Is Changing The Product Lifecycle

GenAI Makes Knowledge Management Cool Again

Usage And Impact Grows As Buyers Use Public And Private GenAI Tools

This is a snapshot of Forrester’s data on global online adults’ expectations for genAI in consumer interactions.

Nearly half of portfolio marketing decision-makers report their organization is not adopting genAI for portfolio marketing or product management, including 8% who have no interest in using it at all. Only 11% are expanding its use beyond their current implementation. Broadly speaking, portfolio marketers are using or plan to use genAI to conduct buyer research, develop content, and create messaging.

Asia Pacific B2B marketing decision-makers are not waiting for “the AI search era” to arrive; many are already shaping content so it can be found and used in search and generative AI (genAI) experiences. In Forrester’s Marketing Survey, 2026, 49% say that they have created content to directly answer questions that buyers ask in search or genAI tools.