The era of persuasive marketing may end for business sellers. According to new research from Forrester Research, B2B buyers in 2026 will make purchasing decisions based on proof of outcomes, not promises, as economic uncertainty pushes companies to demand measurable results and transparency from vendors.
The Forrester report finds that B2B buyers are becoming more skeptical of AI-generated claims and shifting toward evidence-backed validation. Forrester warns that the expanding use of generative AI in business procurement could soon face legal and reputational challenges. The firm predicts that a Fortune 500 company will sue a B2B provider in 2026 for AI-generated misrepresentation, such as inaccurate product information or pricing discrepancies.
“B2B buying will be defined by tangible evidence, accountability, and continued buyer empowerment,” the report states.
Impact of AI claims in the B2B sphere
As AI tools become embedded in search and procurement workflows, buyers are increasingly questioning the reliability of automated outputs. In Forrester’s Buyers’ Journey Survey 2025, 19% of business buyers said they were less confident in their purchase decisions because AI systems produced inaccurate or misleading results.
“Providers using AI for content creation must take a more disciplined approach to validation,” Forrester cautioned. “Failure to ensure transparency could expose companies to both legal risk and customer mistrust.”
Forrester also predicts that procurement professionals will play a key decision-making role in 60% of B2B deals next year. That would be up from 53% in 2025. Rising costs and ongoing supply chain challenges are elevating procurement leaders into strategic roles that go beyond sourcing to include risk management and value optimization.
“Procurement will become a core strategic function rather than a cost-control mechanism,” Forrester said.
The firm advises sellers to engage procurement leaders earlier in the buying process and provide data-driven insight into business impact, not just product features.
Challenging the role of generative AI in B2B ecommerce
Even as generative AI becomes standard in B2B ecommerce, buyers are rediscovering the importance of human expertise. Forrester found that interactions with product specialists and solution experts are increasingly seen as more valuable than AI-driven exchanges, especially during final decision stages.
“As buyers confront information overload and misinformation from AI, they are turning back to people they can trust,” the report noted.
Companies that invest in upskilling product experts and customer success teams will strengthen credibility and differentiation.
Forrester forecasts that more than half of business buyers will rely on product trials as a decisive step before committing to a purchase. Trials, once a formality, are now a crucial proof point for validating performance and vendor claims.
Even among purchases exceeding US$1 million, Forrester found that many buyers switch providers after unsatisfactory trial experiences.
“B2B sellers must treat trials as strategic differentiators, not as pre-sales giveaways,” the report emphasized.
Forrester predicts that evidence of success will outweigh brand prestige in 2026. Across purchase sizes, buyers will prioritize ROI data, customer references, and verified performance metrics over reputation or marketing influence.
“Brand still matters,” the analysts concluded, “but in an age of scrutiny, confidence now comes from proof that products deliver measurable value.
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