2026 – the year evidence supersedes AI hype

28th July 2026 |   Journal Of Sales Transformation

Buyers are increasingly seeking validation from product experts over AI-generated insights. Deep human interactions remain crucial for complex decision-making and post-sale trust. Accordingly, companies are advised to upskill their teams to provide meaningful expert insights early in the buying process. These are just some of the insights in Forrester’s 2026 Predictions: B2B Marketing, Sales & Product.

With change unfolding so quickly, Forrester recommends prioritising building trust and helping buyers realise value. Companies are also recommended to invest in Al governance, elevate expert insight, and prepare teams to compete in a market where buyers demand hard proof. In 2026 – a year defined by volatility – clarity and accountability will be a company’s greatest assets, the research and advisory firm suggests.