Summary
B2B buyers in Europe may be taking their time to adopt genAI as part of their purchase process, but that doesn’t mean they’re taking longer to make a decision. Because these buyers operate in smaller buying groups than those in other parts of the world, they can be much nimbler, which gives them the time savings other buyers are gaining through the use of genAI. As a result, deal cycle times can be slightly shorter in Europe than in other regions, regardless of deal size. In this report, we explore data from Forrester’s Buyers’ Journey Survey, 2025 to dig deep into these and other important findings, as well as their implications for providers marketing and selling to buyers in Europe.
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