Forrester’s 2026 B2B Marketing, Sales, And Product Predictions: B2B Companies Will Lose More Than $10 Billion Because Of Ungoverned Use Of Generative AI
Forrester Research, Inc. (FORR)
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Source: Business Wire
CAMBRIDGE, Mass.--(BUSINESS WIRE)--According to Forrester’s (Nasdaq: FORR) B2B marketing, sales, and product predictions, as more B2B buyers adopt generative AI and conversational search tools to gather faster insights, marketing, sales, and product leaders are facing intense pressure to integrate genAI into their go-to-market applications to keep up. Yet 19% of buyers using these AI applications feel less confident in their purchasing decisions due to inaccurate or unreliable information provided by genAI. The explosion of new and untested genAI functionality, combined with lagging AI user skills, will result in incidents that lead to the loss of more than $10 billion in enterprise value from declining stock prices, legal settlements, and fines.While B2B companies are trying to minimize risk by applying governance practices used for internally developed applications, these top-down approaches are inadequate to control the adoption of genAI in the commercial applications that go-t
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