Featuring:

John Buten, Principal Analyst
Shannon Germain Farraher, Senior Analyst
J. P. Gownder, VP, Principal Analyst

Show Notes:

A few weeks into the new year, the interest and enthusiasm for AI is only accelerating across the enterprise. In this episode, we examine AI’s impact from three unique angles to provide a clearer picture of where AI is heading in 2026 and beyond:

  • Principal Analyst John Buten reviews the results of Forrester’s recent Buyers’ Journey Survey to detail how B2B buyers are leveraging AI today and share insights on how B2B providers should be responding.
  • Senior Analyst Shannon Germain Farraher describes how AI is changing consumer healthcare and provides suggestions for healthcare organizations struggling to keep up.
  • Vice President and Principal Analyst J. P. Gownder shares a “dirty little secret” that was exposed in Forrester’s new forecast on the impact of AI and automation on US jobs.

If you’re interested in learning more about how AI is influencing the B2B buying cycle, check out the agenda for Forrester’s upcoming B2B Summit North America in Phoenix this April 26–29.