Every organization is investing in AI. Far fewer are transforming how they go to market with it. Legacy go-to-market (GTM) models are cracking under the pressure of buyer autonomy, AI-mediated discovery, and fragmented execution. The gap is no longer about adoption; it’s about reinvention. That’s the challenge we’ll tackle at Forrester’s AI Forum Singapore on August 20.

A specialized track for marketing leaders will bring a focused lens to what AI really means for B2B growth. It sits alongside broader conversations on technology and security but with a distinct mandate: Rebuild the go-to-market engine for an AI-driven buying world. This track is designed for CMOs and GTM leaders who are moving beyond experimentation and confronting the structural shifts reshaping demand, pipeline, and revenue.

For attendees joining the marketing track, what should you expect? Across the sessions, we will explore one central question: What happens when buyers no longer follow your GTM model at all? My colleagues and I will unpack what it takes to move from fragmented campaigns and signals toward unified, adaptive systems built for AI-driven buying.

The GTM Singularity

Paul Ferron opens the track with a stark reality: AI-powered buyer autonomy is dismantling decades of GTM assumptions. Buyer journeys are no longer linear, intent signals are weakening, and the customer lifecycle is fragmenting. This session introduces the concept of the GTM singularity and what it demands from leaders. Hint: It’s not incremental optimization but a shift toward unified models that continuously sense, adapt, and align around the customer.

How To Make Brand And Demand Your Preference Multiplier With AI Agents

Once buyers take control, preference is formed earlier and differently. This session by Daryl Wright and I will explore why the traditional split between brand and demand no longer holds. AI agents are reshaping how buyers discover, evaluate, and shortlist vendors, making brand a direct driver of pipeline performance. You will learn how connecting brand and demand builds trust, sharpens measurement, and strengthens commercial outcomes.

Disconnected GTM Efforts Will Ruin Your Company

If the GTM singularity is the shift, fragmentation is the risk. Misaligned teams, disconnected plans, and siloed execution are no longer just inefficient — they are dangerous. This session introduces a structured approach to unify strategy and execution, connect planning to buyer signals, and align the teams required to deliver consistent, adaptive growth.

Overcoming The Visibility Vacuum

As buyers increasingly rely on AI-driven discovery, the rules of visibility are changing. Vendors are no longer pushing messages into the market. Buyers, and their agents, are pulling information on their own terms. This creates a visibility vacuum where trust, authenticity, and discoverability determine growth. This session examines how to remain visible and relevant when AI, not marketers, mediates discovery.

Putting It All Into Practice

Closing the track will be a hands-on workshop on assessing AI proficiency. Many organizations are experimenting with AI, but few are scaling it. The challenge is not technology. It is alignment across strategy, operations, and governance. In this session, you will assess your current state, identify constraints, and prioritize where to focus next to move from isolated initiatives to sustained impact.

One Track, One Imperative

Unifying marketing leaders requires a consistent message: AI is not a marketing tool; it is a forcing function for organizational change. Moving forward requires unified GTM models, new approaches to measurement, and the ability to scale AI across the business.

Join us at Forrester’s AI Forum Singapore on August 20. If you are a marketing leader ready to move beyond experimentation and rebuild how your organization drives growth, this is where that work begins.

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