Generative AI is now the starting point for B2B purchasing, but it’s not making decisions any simpler. According to a Forrester report released earlier this year, The State Of Business Buying 2026, buyers are navigating larger, more complex decision-making groups—typically involving 13 internal stakeholders and nine external influencers. That number increases further for more strategic purchases.
As a result, decision-makers are increasingly relying on a mix of internal colleagues and external voices to validate choices and reduce risk.
Despite the added complexity, most buyers see value in the process. Forrester found that 94% of those involved in groups of six or more report clear advantages, including broader perspectives, stronger validation of solutions, and improved chances of securing budget and final approval.
Ninety-three percent of APAC buyers expressed dissatisfaction with their winning provider, compared to 88% globally.
“B2B buyers are under immense pressure to justify investments and minimize risk,” said Barbara Winters, vice president and principal analyst at Forrester.
“As buying groups expand and decision cycles grow, B2B marketers must develop dynamic, role-specific insights that capture how buyers evaluate risk, seek information, and define success for their business purchase. To win in this environment, providers must demonstrate deep understanding of buyer needs, ensure that their claims can be validated through trusted external voices, and design trial experiences that prove long-term business value.”
Human interactions remain essential, even as genAI reshapes the buying process.
AI search tools, also known as answer engines, offer speed and efficiency, but they often deliver incomplete or unreliable information, creating mistrust. Buyers compensate for this by seeking validation from trusted sources, emphasizing the value of human contact in the buying process.
Procurement exerts influence early and often.
Procurement professionals are decision-makers in 53% of business buying cycles, engaging from the start of the process. These stakeholders look beyond price, scrutinizing features and functions to ensure efficiency and productivity, often interacting more frequently with sales representatives than other buyer personas.
Trials have become a critical risk-reduction strategy.
More than 60% of business buyers now make use of a trial — ranging from paid bespoke sandboxes to usage-based trial periods — to evaluate potential solutions. This trend is even more pronounced for larger investments, with 78% of buyers who make purchases of $10 million or more engaging in a trial first.
Key takeaways from the APAC report include:
- APAC buying groups are the largest globally. While the global average involves 13 internal stakeholders and 9 external influencers, APAC buyers include 15 internal members and 11 external influencers. This reflects a stronger preference for consensus and external validation, making stakeholder mapping and trust-building critical for providers.
- GenAI adoption is higher in APAC. Globally, genAI searches are the starting point for B2B buyers, but mistrust of incomplete answers means human validation remains essential. In APAC, 31% of buyers cite genAI as impactful, and 96% of those using genAI considered at least one additional provider — signaling that APAC buyers lean more heavily on AI for discovery and evaluation.
- Risk aversion and deal stalls are more pronounced. Globally, trials are now essential, with 60% of buyers using them to reduce risk. In APAC, younger buyers’ higher risk aversion and frequent delays amplify this trend: Only 7% of younger APAC buyers reported no delays, compared to 19% of older buyers. Providers must design robust trial experiences and enable collaborative decision-making to overcome these hurdles.
- Buyer priorities differ significantly. Globally, efficiency and productivity dominate decision-making. In APAC, younger buyers prioritize customer experience (57%), partner experience (52%), DEI (43%), and sustainability (39%) over cost reduction. Providers must localize messaging to highlight cultural and social impact, not just technical capabilities.
- Dissatisfaction with providers is higher in APAC. Ninety-three percent of APAC buyers expressed dissatisfaction with their winning provider, compared to 88% globally. Issues range from technical shortcomings to cultural misalignment, underscoring the need for precision, relevance, and trust-building.
To learn more and read the report, go here.
Featured image by Thirdman.
This article has been updated with a revised introduction. It was originally published in January.
