Dallas Dutch Girl

Forrester’s 2026 B2B marketing predictions emphasize the disruptive impact of generative AI, the growing importance of trust, and the risks of ungoverned AI adoption. They forecast that while AI will reshape buyer expectations and go-to-market strategies, misuse could cost B2B firms billions in lost enterprise value.

Key Forrester B2B Marketing Predictions for 2026

• Generative AI reshapes buyer behavior
  • Nearly one-third of B2B buyers now view GenAI tools as meaningful when committing to a purchase — almost double the number who rely on product experts.
  • Buyers increasingly use conversational search and AI-driven insights to evaluate vendors.
• Trust becomes the new currency
  • Forrester warns that trust will determine whether AI enthusiasm continues or stalls.
  • Inaccurate or unreliable GenAI outputs already make 19% of buyers feel less confident in their purchasing decisions.
• Ungoverned AI use creates financial risk
  • The explosion of untested GenAI functionality, combined with weak user skills, will lead to incidents costing B2B companies over $10 billion in enterprise value through stock declines, legal settlements, and fines.
• AI agents quietly transform operations
  • Behind the scenes, AI agents will streamline go-to-market processes, automate account-based marketing, and personalize outreach at scale.
• Influencers and validation shift
  • Traditional product experts lose ground to AI-driven insights, but new forms of validation (trusted influencers, verified data sources) will emerge to fill the trust gap.

What This Means for B2B Marketers

• Governance is critical: Establish clear policies for AI use to avoid reputational and financial damage.
• Double down on trust: Transparency, data accuracy, and ethical AI practices will be differentiators.
• Balance AI with human expertise: While buyers lean on AI, product experts and consultants must remain part of the decision journey.
• Prepare for hyper-personalization: AI-driven account-based strategies will dominate, requiring marketers to integrate intent data and predictive analytics.

In short, Forrester predicts that 2026 will be the year evidence and trust supersede AI hype. B2B marketers who combine AI innovation with governance and credibility will thrive, while those who chase untested tools risk major losses. LEARN MORE