De-Risking the B2B Buyer Journey in the Age of AI

Published: August 16, 2026 • Reading Time: 6 min read • Reporting: Intelligence Division

B2B buyers are forming shortlists before engaging with sales reps, and AI is changing the game. Sellers must adapt to close the gap between information and trust.

According to Forrester, 92% of B2B buyers have formulated a shortlist before engaging with a sales rep. With AI on the rise, sellers must shift efforts toward building trust and confidence. By doing so, they can become a steady source of confidence in a time of increasing risk and market volatility. This requires a deep understanding of the B2B buyer journey and the ability to integrate LLMs to drive scalability and growth.