Younger generations and the growing influence of artificial intelligence are reshaping the business buying landscape. According to Forrester’s Buyers’ Journey Survey, 2024, over two-thirds of buyers involved in large and complex transactions valued over $1 million are Millennials and Generation Z buyers. This generational shift, combined with the rapid rise of generative AI , is fundamentally altering the way that business buyers make their purchases, and we can expect rapid changes in 2025.
Younger buyers not only know that they can get access to more information than ever without directly engaging with a provider, but they also see providers consistently missing the mark in the buying cycle. They are hungering for more: real insight into providers and solutions; better ways to collect and analyze the information they find and receive from others; and, ultimately, a better buyer experience.
GenAI is revolutionizing the way business buyers approach their purchase decisions. AI tools not only expedite the buying process but also enhance overall business outcomes for organizations. Over 90% of buyers who used genAI to inform purchases of $1 million or more reported positive results. These tools enable buyers to conduct extensive research, reduce biases, and evaluate a wider range of providers.