Buyer behavior is changing faster than most go-to-market models can adapt. At AI Forum Singapore, learn how to align strategy, execution, and AI adoption to compete in a world of autonomous buyers.

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. The prevalence of AI-driven search experiences shows that this is no longer experimental behavior, as “AI discoverability” is now a practical content operations requirement, not a future-state initiative. This is a snapshot of Forrester’s data on the use of AI in B2B marketing.

The B2B marketing value template for the board is a tool for documenting and communicating the holistic value that marketing delivers to the organization’s board. It provides a clear and simple one-page summary that can be used in one-on-one meetings between the CMO and the board or as a key input to prepare for quarterly business reviews.

The B2B marketing value template for the chief human resources officer (CHRO) is a tool for documenting and communicating the holistic value that marketing delivers to the CHRO. It provides a clear and simple one-page summary that can be used in one-on-one meetings between the CMO and the CHRO or as a key input to prepare for quarterly business reviews.

The B2B marketing value template for the CFO is a tool for documenting and communicating the holistic value that marketing delivers to the CFO. It provides a clear and simple one-page summary that can be used in one-on-one meetings between the CMO and the CFO or as a key input to prepare for quarterly business reviews.

Seventy percent of business buyers in the APAC region are Millennials or Gen Zers, which is shaping the region’s buying dynamics in profound and irreversible ways.

The Asia Pacific (APAC) region is a complex business buying environment, characterized by diverse subregions and a huge proportion of buyers under age 45. Serving this younger demographic requires a critical reassessment of traditional marketing strategies, as these buyers demonstrate preferences and behaviors distinct from those of their older counterparts. AI further complicates the buying journey, and marketers must adapt to effectively engage this audience of digital natives. In this report, we explore data from Forrester’s Buyers’ Journey Survey, 2025 to dig deep into these and other important findings, as well as their implications for providers marketing and selling to buyers in the APAC region.

Forrester’s Buyers’ Journey Survey, 2025 uncovers regional insights into business buying behaviors across North America, Europe, and the Asia Pacific (APAC) region. While global buyers consistently value genAI throughout the purchasing process and seek greater confidence in their purchase decisions, regional differences emerge in priorities such as operational efficiency, price, provider expertise, functional insight, and preferred types of genAI. One in a series, this report provides insights into the habits of business buyers from different regions to guide marketers and sellers in tailoring strategies to global buyer expectations and regional preferences.

AI, especially generative AI (genAI), is reshaping how B2B marketers work — from how they write briefs and produce content to how they orchestrate campaigns, websites, and go-to-market motions with agentic workflows. This report analyzes the current state of organizing AI responsibilities for B2B marketing. Forrester drew on interviews with marketing leaders to profile emerging patterns for organizing the range of AI responsibilities both within marketing departments and in collaboration with nonmarketing functions such as IT, legal, and security. We also highlight best practices for AI strategy, governance, and use case management in a marketing-specific context.

In the rush to adopt AI, many marketing leaders assign resources on the fly, without a formal structure or accountability. This “just in time” approach may feel agile — but it creates silos, duplicates effort, and introduces governance risks.