Gen AI adoption and the future of B2B buying

The rapid adoption of generative AI (GenAI) in B2B purchasing processes marks a significant shift in how businesses evaluate and acquire products and services, with implications spanning the entire buying journey.

Initial skepticism and swift transformation: Early 2024 began with hesitation among B2B buyers regarding GenAI adoption, but this cautious approach quickly evolved into widespread acceptance.

• IT leaders initially expressed strong reservations about incorporating GenAI into their purchasing processes
• Within six months, 89% of buyers in Forrester’s Buyers’ Journey Survey reported using GenAI in their purchasing decisions
• GenAI emerged as one of the most influential information sources across all purchasing phases

Impact on search and revenue: The integration of GenAI into B2B purchasing is already showing measurable effects on traditional business patterns.

• Companies are experiencing a slowdown in traffic from conventional search engines
• Conversational search engines, while currently representing a small portion of traffic, are showing double-digit growth
• Initial deals sourced through conversational search engines are beginning to close

Business efficiency and decision-making: GenAI is demonstrating significant value in streamlining the B2B purchasing process.

• 87% of buyers reported that GenAI helped create better business outcomes for their organizations
• The technology’s impact is particularly pronounced in high-value purchases exceeding $1 million
• Buyers are able to evaluate more vendors while reaching decisions more quickly

Market evolution and provider adaptation: The B2B landscape is experiencing rapid transformation with the introduction of new AI capabilities.

• OpenAI’s SearchGPT and Google’s Search Generative Experience are expanding their reach across multiple categories
• The accessibility of AI-powered purchasing tools continues to grow
• Providers must adapt their strategies across content, website design, and sales experiences to meet evolving buyer behaviors

Future trajectory and implications: As GenAI capabilities continue to expand and mature, the B2B purchasing landscape faces fundamental changes that will require strategic adaptation from all market participants.

• Companies that fail to adapt to AI-enhanced buying processes risk losing competitive advantage
• The trend toward faster, more comprehensive vendor evaluation processes will likely accelerate
• B2B providers must prepare for increasingly sophisticated and well-informed buyers who expect seamless, AI-enhanced purchasing experiences