B2B leaders have spent years refining buyer personas and journey maps. Yet many of these artifacts still sit on slides and are disconnected not only from how modern teams plan, prioritize, and engage but also from how buyers navigate purchase decisions today. As AI reshapes how organizations understand buyers and markets, it’s time to rethink what personas and journeys are meant to do — and how they’re built.

Learn How To Reinvent Buyer Personas And Journeys With AI

At Forrester’s B2B Summit North America, I’ll be hosting a peer roundtable, “Reinventing Buyer Personas And Journeys With AI,” for leaders ready to move beyond static frameworks and turn these tools into living, decision‑driving assets. This interactive discussion will explore how AI is fundamentally changing the way teams identify patterns, detect shifts in buyer behavior, and update assumptions at a faster pace — without losing the human judgment that gives these insights meaning.

Why Attend?

We’ll dig into the real questions B2B organizations are grappling with today: How do you modernize personas without overengineering them? How can journey maps evolve as buyer needs, channels, and expectations change? And how do you ensure that these outputs are activated across marketing, sales, product, and customer success? Together, we’ll explore how blending human intuition with AI‑driven insight can enable sharper targeting, smarter decisions, and more consistent execution across the business.

If you’re ready to rethink how to create actionable personas and engage your buyers in the age of AI, I hope you’ll join me at Summit — and pull up a chair at the roundtable.

Can’t make it to Summit this year? Schedule a guidance session with me or reach out via LinkedIn.