Forrester (Nasdaq: FORR) has released its 2025 B2B marketing, sales, and product predictions, warning that the unchecked adoption of generative AI (genAI) could lead to over $10 billion in lost enterprise value due to stock declines, legal settlements, and regulatory fines.

As more B2B buyers rely on conversational AI tools for faster insights, Forrester notes that 19% of these buyers report lower confidence in their purchasing decisions due to inaccurate or unreliable AI-generated information. The firm cautions that traditional governance frameworks — designed for internally developed software — fall short when applied to third-party genAI applications embedded across go-to-market systems.

To mitigate risk, Forrester recommends that organizations raise their employees’ “AI intelligence quotient” and democratize governance practices to ensure responsible AI adoption across marketing, sales, and product teams.

Key Predictions for 2025

• Human validation will regain prominence:
  In 2025, 30% of buyers will view genAI as a meaningful interaction during the final purchasing stage, but expert interactions will rise as buyers seek validation and deeper insight. Human expertise will remain a crucial trust factor.

• Influencer relations become a strategic lever:
  75% of enterprise B2B firms will expand budgets for influencer relations. As decision-makers increasingly consult external experts and analysts for guidance, marketing leaders will position influencer engagement as a growth driver.

• Agent-led negotiations take hold:
  By 2026, 20% of B2B sellers will engage in AI-to-AI quote negotiations, responding to buyer-side AI agents with automated counteroffers through their own intelligent systems.

Balancing Trust and Technology

“For B2B leaders, success in the AI era hinges on disciplined, evidence-based adoption,” said Sharyn Leaver, Chief Research Officer at Forrester. “Organizations must invest in governance, balance AI with human expertise, and deliver validated outcomes that build trust. In a volatile market, accountability and clarity will define competitive advantage.”

Forrester’s prediction reports span B2B marketing, sales, product, digital commerce, and payments — offering leaders a forward-looking lens into the trends shaping 2025’s go-to-market landscape.

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