Summary
GenAI has become the most important research tool for business buyers. These buyers rely on public answer engines (e.g., Google AI Overviews) and private genAI tools (e.g., internal instances of Microsoft Copilot) for tasks ranging from information gathering to business case development to expanding provider shortlists. However, buyers still seek interactions with trusted human sources to validate genAI’s findings. One in a series, this report helps providers understand which tools business buyers are using, how that use is changing the buying process, and ways to cater to these new habits and address the trust gaps they create.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).