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 still dismissed - ‘not good enough’, ‘not relevant to my industry’ but the data is speaking - you now need to plan a GTM that talks to agents as well as humans

GenAI isn’t just another research tool. It’s become a frontline filter: buyers use it to discover vendors, compare solutions, draft RFPs, and even refine final purchase decisions. Forrester highlights three big shifts:

• The buying process is now conversational. Instead of wading through PDFs, websites, and sales decks, buyers are querying AI tools that deliver synthesised, vendor-agnostic insights in seconds. This to me is the most obvious use - who in their right mind are downloadi…