B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
89%
89% -- generative ai adoption as self guided research source for B2B buyers globally (2024)
89% of B2B buyers globally adopted generative AI as a top self-guided research source across buying phases in 2024.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
89%
Unit
Percentage
Data Vintage
2024
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester
Primary
Tier C
https://aeoconsultant.ai/blog/best-aeo-consultants-for-b2b ↗
Source Article
7 Best AEO Consultants for B2B in 2026
Original Research
Forrester
· Original study ↗
Methodology
Forrester 2024 Buyers' Journey Survey; adopted generative AI as a top self-guided research source across buying phases
Methodology documented
Segmentation
IndustryB2B
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
B2B buyers globally: 89% generative ai adoption as self guided research source. Source: Forrester (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/forrester-2024-b2b-buyers-generative-ai-research-source
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<blockquote cite="https://lighthousedata.io/data/forrester-2024-b2b-buyers-generative-ai-research-source" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>89%</strong> -- generative ai adoption as self guided research source for B2B buyers globally<br><small>Source: Forrester (2024) · <a href="https://lighthousedata.io/data/forrester-2024-b2b-buyers-generative-ai-research-source" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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