Forrester on B2B: Why Buyers Adopt AI Search 3× Faster Than Consumers
B2B is supposed to be the laggard. For two decades, consumer behaviour has set the adoption pace on every major channel — search, social, mobile, video — and B2B has followed 12 to 24 months later, after the early returns were clear and procurement teams caught up. Forrester's 2025 research on AI search upended that pattern. According to their work, B2B buyers are adopting AI search roughly three times faster than consumers, with 90% of organizations already using generative AI somewhere in the buying process. The pattern flip matters, and it changes how B2B marketing teams should be planning for 2026 and 2027.