Forrester news
The latest Forrester news, : B2B buyers increasingly trust AI agents over sales reps for vendor research.
Forrester is an organization that publishes industry research on AI adoption and enterprise strategy. Recent coverage highlights its findings that most companies integrate AI incorrectly for customer value and that a significant majority of enterprise AI agent pilots fail to reach production. The firm also reports on the gap between marketing budget allocations for AI and actual organizational readiness capabilities.
2 stories mentioning Forrester since 23 September 2026, newest first, each with its sources and discussion. Follow to see new ones on your front page.
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B2B buyers increasingly trust AI agents over sales reps for vendor research
Over 60% of B2B buyers use or plan to use AI agents in the software buying process, according to G2’s 2026 Buyer Behavior Report, The Evaluation Maze. These agents assist with research, shortlisting, and comparisons,…
3 sourcesSearch Engine JournalMarTechnote.com -
Opinion: marketers must leverage existing customer knowledge for AI advantage
Gartner’s 2026 CMO Spend Survey shows CMOs allocate 15.3% of marketing budgets to AI initiatives, yet only 30% say their organizations have mature or fully developed AI readiness capabilities. Forrester reported in…
1 sourceMarTech
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What is the latest Forrester news?
As of 14 October 2026: B2B buyers increasingly trust AI agents over sales reps for vendor research. Over 60% of B2B buyers use or plan to use AI agents in the software buying process, according to G2’s 2026 Buyer Behavior Report, The Evaluation Maze.
What is Forrester?
Forrester is an organization that publishes industry research on AI adoption and enterprise strategy. Recent coverage highlights its findings that most companies integrate AI incorrectly for customer value and that a significant majority of enterprise AI agent pilots fail to reach production. The firm also reports on the gap between marketing budget allocations for AI and actual organizational readiness capabilities.