Forrester’s 2026 Buyer Insights: GenAI Is Upending B2B Buying As Leaders Face Mounting Pressure To Justify Every Dollar Spent
Forrester Research, Inc. (FORR)
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Source: Business Wire
Buying groups are growing larger, procurement is becoming more influential, and trials are now essential to reducing risk CAMBRIDGE, Mass.--(BUSINESS WIRE)--According to Forrester’s (Nasdaq: FORR) report, The State Of Business Buying, 2026, generative AI is fundamentally reshaping how business buyers discover, evaluate, and purchase products and services. While genAI searches are the starting point for B2B buyers, leaders are increasingly relying on their internal and external buying networks — comprising colleagues and external influencers, respectively — to justify and de-risk purchasing decisions. The typical buying decision now includes 13 internal stakeholders and nine external influencers, with that number rising for more complex or strategic purchases.Although large buying groups may seem challenging, 94% of buyers with groups of six or more report clear benefits, including broader perspectives, shared effort in validating solutions, better ability to secure budget, and grea
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FORR
Earnings
- 10/30/25 - Beat
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Sec Filings
- 2/3/26 - Form 4
- 12/4/25 - Form 4
- 11/10/25 - Form 10-Q
- FORR's page on the SEC website