Artificial intelligence is quickly becoming part of how B2B buyers research vendors, compare solutions, and make purchasing decisions. According to Forrester, agentic AI will influence 75% of B2B purchases by 2027, fundamentally changing how buyers discover and evaluate providers.
As AI plays a larger role in the buyer journey, trust will become even more important. Buyers will rely on human conversations, customer references, and third-party validation to confirm AI-generated recommendations before making major decisions.
For marketers, this means success will depend on more than creating content. Organizations must ensure their content is:
- Easy for both people and AI tools to discover
- Supported by credible proof points and customer outcomes
- Consistent across channels and touchpoints
- Connected to clear next steps in the buying journey
Forrester also warns that many organizations may overestimate AI productivity gains, creating pressure to do more with fewer (people) resources. Organizations that succeed will use AI to enhance human expertise rather than replace it.
The bottom line: As AI becomes the first stop for buyer research, B2B brands must focus on creating trustworthy, verifiable, and discoverable content that helps both AI systems and human buyers make confident decisions. And yes, keeping humans in the loop still matters.
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