Forrester: AI agents will influence 75% of B2B purchases in 2027

Business buyers will let AI agents influence 75% of their B2B purchase decisions in 2027 — and they will double the number of human conversations they hold to check what those agents recommend. That is the core of Forrester's 2027 B2B go-to-market predictions, published on 21 October.

"In 2027, the defining challenge for B2B go-to-market leaders will be to make deliberate choices about what to automate and where human judgment still matters," said Sharyn Leaver, Forrester's chief research officer.

The forecast, and the caveat

The agents are not closing the deals. Forrester places them in supplier discovery, information gathering and contract-renewal analysis, and it keeps fully autonomous buying inside high-volume, low-risk, repeatable purchases. The 75% is a forecast for 2027, not a measurement of what buyers did in 2026, and Forrester's own wording is influence, not decision.

• Buyers will double their human interactions to validate AI-generated recommendations.
• Two-thirds of providers will lose deals because buyers cannot verify their claims.
• Most CMOs will cut programs or accept reduced capacity; marketing leaders eliminating as many as 25% of roles.

What changes in content discovery

Restructure content discovery for AI tools, with credible and consistent proof points those tools can index and validate.

Where this is heading

Sibling 2027 predictions: AI will account for 20% of all business technology spend; one in three large APAC enterprises will uncover at least 10 employee-built shadow AI agents for every sanctioned agent. Forrester webinar on 3 December.

Why this matters

For content marketing teams, the scarce asset in 2027 is a human moment a buyer can trust. Live sessions are where unscripted questions get answered in front of witnesses and the recording becomes a verifiable proof point.

This week

1. Read your registration page as a fact-checker.
2. Put the proof inside the live session.
3. Make the recording indexable.

If buyers double their human checks, the live session is the proof

Forrester expects two-thirds of providers to lose deals they cannot substantiate, and buyers to double the conversations they use to verify AI recommendations. vcity lets content marketing teams run those sessions end to end — registration, the live webinar, attendance records and follow-up from the same place. Run the session where the proof is checkable.

Book a demo

Sources:

• https://www.forrester.com/press-newsroom/forresters-2027-b2b-go-to-market-predictions-ai-agents-will-influence-75-of-b2b-purchase-decisions (primary — 75% forecast, doubling of human interactions, two-thirds claim-verification loss, 25% role cut, Leaver quote)
• https://newsverum.com/en/news/forrester-2027-b2b-ai-agents-purchase-decisions (coverage — confirms the 75% figure and states it is a 2027 forecast, not observed outcomes)
• https://www.forrester.com/predictions/b2b-2027 (primary — predictions guide and 3 December webinar)