Executive summary
Forrester predicts that unsupervised use of generative AI will cost B2B companies heavily, that buyers want proof and human expertise alongside AI, and that agents will begin to negotiate quotes.
Key findings
- over $10B Predicted losses from ungoverned genAI
Forrester predicts B2B companies will lose more than $10 billion in enterprise value through stock declines, legal settlements and fines. - 19% Buyers less confident after AI errors
Share of buyers using AI applications who report less confidence in purchases because of inaccurate or unreliable information. - 30% vs 17% AI tools versus product experts at the final stage
In 2025, 30% of buyers saw genAI tools as a meaningful interaction at commitment, against 17% for interactions with product experts. - 75% Influencer relations budgets
Forrester predicts three-quarters of enterprise B2B companies will increase them. - 20% Agent-led quote negotiations
One in five B2B sellers will find themselves negotiating quotes with buyers' AI agents.
Methodology
Analyst predictions by Forrester, drawing on its 2025 Buyers' Journey Survey. The release does not give survey sizes or respondent counts.
Forrester, a research and advisory firm, published its 2026 predictions for B2B marketing, sales and product leaders on October 28, 2025. Chief research officer Sharyn Leaver is quoted saying that success will hinge on investing in AI governance, balancing human expertise with AI tools and empowering teams to deliver validated outcomes.
How to read it
These are forecasts, not measurements: the numbers describe what Forrester expects, and the release does not give survey sizes. It cites Forrester’s 2025 Buyers’ Journey Survey as the data basis for the buyer statistics. Treat the forecasts as one analyst firm’s view and check them against what happens.