89% of B2B Purchases Are Now Impacted By GenAI. It Remade the B2B Buying Journey - Here’s How Signals Must Rise to the Moment
Forrester’s latest research makes it clear: generative AI has officially reshaped the way B2B buying happens. But beneath the headlines lies a deeper story - one that puts signals front + centre
The Forrester Wake-Up Call
According to Forrester’s “B2B Buying in the Age of Generative AI”, nearly nine in ten B2B buyers are already using genAI in their purchasing process.
That number should make every CMO sit up straight.
In some quarters it’s st…
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