Business Wire·Oct 21, 2026, 4:30 AM ET

Forrester’s 2027 B2B Go-To-Market Predictions: AI Agents Will Influence 75% of B2B Purchase Decisions

Forrester's 2027 B2B go-to-market predictions state that business buyers will increasingly use AI agents for tasks ranging from supplier discovery to contract-renewal analysis.
Truly autonomous buying will remain limited to high-volume, low-risk, & repeatable purchases, requiring providers to ensure systems respond with speed, accuracy, & consistency.
Buyers will double human interactions to validate AI-generated recommendations because AI cannot fully judge service provider fit, trust, or accountability.
Two-thirds of providers will lose deals because buyers cannot verify claims, necessitating that go-to-market teams restructure content discovery to provide credible proof points for AI tools.
Most CMOs will cut programs or accept reduced capacity after overestimating AI gains, potentially eliminating up to 25% of marketing roles.
Sharyn Leaver, chief research officer at Forrester, notes that the defining challenge for 2027 will be making deliberate choices about automation versus human judgment.
B2B leaders that pair AI-driven speed with transparency, control, & trust will extract the most value from AI.