TLDR: Forrester research indicates that B2B companies are at risk of losing more than $10 billion in enterprise value by 2026 due to errors and mismanagement stemming from the unchecked adoption of generative AI. The firm highlights issues such as declining buyer confidence from unreliable AI information and inadequate governance frameworks, urging businesses to prioritize responsible AI deployment and enhance employee AI literacy.
A new report from Forrester, a leading global research and advisory firm, projects that B2B companies could incur losses exceeding $10 billion by 2026, primarily due to the ungoverned and irresponsible deployment of generative artificial intelligence (genAI) in commercial applications. This significant financial impact is expected to manifest through various channels, including stock price declines, costly legal settlements, and substantial regulatory fines.
The research underscores a growing concern among B2B buyers, with 19% reportedly experiencing reduced confidence in their purchasing decisions when relying on inaccurate or unreliable information generated by AI tools. This erosion of trust is a critical factor contributing to the predicted financial fallout.
Forrester’s analysis points out that existing, traditional governance frameworks, often designed for internally developed software, are proving insufficient to manage the complexities and risks associated with third-party genAI applications now being integrated across various go-to-market systems. To counteract these risks, the firm strongly advises organizations to elevate their employees’ ‘AI intelligence quotient’ and to democratize governance practices, ensuring a more responsible and widespread adoption of AI across all marketing, sales, and product teams.
Sharyn Leaver, Chief Research Officer at Forrester, emphasized the necessity for a disciplined approach. “For B2B leaders, success in the AI era hinges on disciplined, evidence-based adoption,” Leaver stated. She further elaborated that “Organizations must invest in governance, balance AI with human expertise, and deliver validated outcomes that build trust. In a volatile market, accountability and clarity will define competitive advantage.”
The report also outlines several key predictions for the coming years. By 2025, it is anticipated that human validation will regain prominence, with 30% of buyers viewing genAI as a meaningful interaction during the final purchasing stage, yet still seeking expert interactions for deeper insight and validation. Furthermore, influencer relations are expected to become a strategic lever, with 75% of enterprise B2B firms projected to expand budgets in this area. Looking to 2026, Forrester predicts that agent-led negotiations will take hold, with 20% of B2B sellers engaging in AI-to-AI quote negotiations, responding to buyer-side AI agents with automated counteroffers.
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Echoing these sentiments, SAS has also forecasted 2026 as a pivotal year for artificial intelligence, stressing that organizations must address both returns on investment and ethical implications while adopting responsible approaches to AI deployment. The initial surge of excitement around generative AI is giving way to a more measured phase, where demonstrable value and responsible governance will be paramount.
