The B2B buying landscape is evolving rapidly in the age of AI - AI agents are already beginning to transform and automate product and buyer matching, for example. This paradigm shift will undoubtedly shape how B2B brands go to market and win business with the sought-after yet often elusive "buying committee."
But where does this automation leave human beings? We have research to prove that B2B buying decisions are heavily influenced by social and emotional factors often attributed only to B2C purchases. We'll explore the role that human dimensions of decision-making, like building collective confidence among decision-makers, play in how buying groups make decisions. Will human relationships, recommendations and authentic professional voices prove to be the decisive factors that really count amid rapid technological change?
Registering your interest for this event does not guarantee entry. Admission will be subject to venue capacity on the day of the event, and access will be granted on a first-come, first-served basis.
