Summary
B2B buying in 2026 will be driven by proof of outcomes, not promises. Buyers facing economic uncertainty will demand transparency, measurable results, and validation beyond claims made about the impact of AI. Procurement professionals will gain strategic power, trials will become a decisive part of the buying process, and human expertise will rival genAI as buyers seek confidence in their choices. Providers must therefore adapt their strategies to emphasize evidence, trust, and value delivery. Read this report to discover Forrester’s predictions for business buyers in 2026.
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