Forrester's 2026 b2b marketing, sales, and product predictions: b2b companies will lose more than $10 billion because of ungoverned use of generative ai

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 provi.
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