Forrester: b2b organizations must evolve to encompass ai agents and external influencers to align with how modern buyers want to buy

Phoenix & cambridge, mass.--(business wire)--b2b organizations and go-to-market teams have fallen out of step with today's buyers, who are younger, rely more on generative ai and ai agents to research products and services, and increasingly turn to third parties and influencers to make their purchase decisions. these behavioral shifts are upending norms and entrenched practices according to new research, buying networks: your buyers' new reality, unveiled at forrester's (nasdaq: forr) b2b summi.
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