As economic and geopolitical volatility continues to ripple through global markets, business buyers are feeling the strain. Elevated interest rates, trade fragmentation, and fiscal uncertainty have turned almost every investment into a high-stakes decision. At the same time, generative AI has become a double-edged sword in the buying process: Buyers lean on AI for speed and breadth of insight, yet they increasingly validate its output against trusted external sources. The result? A purchase journey that’s more rigorous, more collaborative, and far less forgiving of claims without proof.
Our recent report, The State Of Business Buying, 2026 (client access only), which is based on Forrester’s Buyers’ Journey Survey of nearly 18,000 global business buyers from last year, describes a buying climate where scrutiny is the norm and trust is paramount. Buyers are widening their lens — and their networks — to gather and validate information with an aim of making decisions that they can defend.
Our survey highlights four ways that buyers are navigating today’s complexity:
Validating AI outputs with trusted voices. Nearly all business buyers (94%) report using AI during their buying process. Yet while AI-powered search tools offer speed and efficiency, they can create mistrust by delivering incomplete or unreliable information. Buyers compensate by seeking validation from trusted sources: peers, product experts, industry analysts, and others within their buying networks. They are also more likely to engage with providers based on information from industry experts rather than AI tools.
Tapping broader networks to drive decision-making. On average, 13 internal stakeholders and nine external participants influence buying decisions — and that number increases for more expensive or complex purchases. For purchases that include genAI features, for instance, the buying group size doubles compared to groups for purchases without those features (14 members vs. seven). Buyers say the benefits of larger groups — broader perspectives, lower risk, better ability to secure budget — outweigh the drawbacks, such as slower processes.
Leaning more on procurement. As budgets stay lean and buying scrutiny intensifies, procurement professionals have gained more clout. In fact, procurement professionals now serve as decision-makers more than half the time (53%) in the average business buying cycle. This persona engages from the beginning of the process, helping evaluate features and functions, performance specifications, and other factors, as well as price.
Using trials as proof points. More than 60% of business buyers report purchasing some form of trial — from limited pilots to paid sandbox environments. Trials underscore buyers’ need to see proven value before committing, especially for complex technology purchases. Yet engaging in a trial doesn’t guarantee conversion: Just over a third of buyers said they planned to convert to a fully paid version with the same provider.
Winning Over Today’s Wary Buyers
To succeed with more discerning and risk-averse buyers, providers need to meet them where they are. Deepen your understanding of buyers by knowing the makeup of their buying networks and who they trust. Demonstrate business value through messaging that speaks directly to their needs, industry context, and the outcomes they hope to achieve.
Forrester clients can find more insights and advice in our full report and during a live webinar on February 5. Clients can also explore all the reports in our Buyer Insights series, which delves into buyer behaviors and preferences by job role, industry, technology category, company size, and region — along with buyers’ social media preferences, how they are using genAI, and how the buying process is different when purchasing genAI-powered offerings.
Clients and nonclients alike can learn more about today’s buying dynamics at Forrester’s B2B Summit North America this April in Phoenix.
