Summary
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.
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