Vision Report

Buying In The Age Of Generative AI

B2B Buyers Will Use GenAI To Become Smarter, More Effective Shoppers

August 19th, 2024
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Jessie Johnson , Jeffrey Rajamani , Brett Kahnke , Seth Marrs , Kelvin Gee , Nora Conklin , Lisa Singer , Steven Casey , Shannon Colford

Summary

B2B companies are implementing generative AI (genAI) throughout their marketing and sales processes to be more productive and predictive. But as B2B buyers adopt genAI, they will gain the capability to access and analyze information on their own at a rapid rate, rendering many of companies’ initial gains irrelevant. B2B companies will have to match wits with a much smarter shopper in a buying process that is greatly expanded but also shorter and offers less opportunity for human influence. To prepare, B2B companies must invest in their ability to turn insights into action and in staffing for influential vs. operational roles.

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