VML highlights AI and trust shift in B2B marketing

VML has released REWIRE ’26: The 15 Disrupting Forces Reshaping B2B, a report examining how shifts in buyer behaviour, technology, and customer experience are reshaping growth conditions in business-to-business markets.

The research identifies buyer indecision, rather than competition, as the primary barrier to B2B growth, driven by increasingly complex buying groups and rising risk sensitivity in decision-making.

Rising complexity in B2B buying

The report outlines how B2B purchasing has become less linear, with larger buying networks and more stakeholders involved in decisions. This shift is increasing the importance of building confidence across multiple internal and external decision-makers.

Dr. Andreas Ortner, managing director B2B EMEA, VML: "B2B marketing is undergoing one of the most significant transformations in decades, and confidence is the new currency. Buying networks are larger, AI is reshaping discovery and evaluation, and risk sensitivity is rising across the board."

Three disruption zones shaping change

The findings are structured around three key areas of disruption: buyer system shifts, technology and AI developments, and customer experience transformation.

In buyer system shifts, the report highlights the move from linear purchasing processes to complex networks of influence, with greater emphasis on trust and risk management.

Technology and AI are also reshaping how buyers discover and evaluate vendors, with increased use of predictive tools and data-driven decision-making. This is accelerating demand for integrated, AI-enabled go-to-market models.

Customer experience as a trust driver

The report notes that marketing and customer experience are becoming central to reducing uncertainty in B2B decision-making. Brands are increasingly expected to provide proof-based engagement and trusted signals to support purchase confidence.

Bill Burkart, president, VML’s B2B practice: "At VML, we see a clear opportunity for B2B organizations willing to rewire how they engage their markets. Those that understand these disrupting forces and act decisively can turn volatility into advantage. That is where sustainable growth will come from in the next era of B2B."

Framework for B2B transformation

VML’s B2B practice uses the REWIRE ’26 framework to help organisations adapt to these shifts, focusing on strategy, brand experience, data and AI integration, and sales enablement.

The report draws on research from Forrester, LinkedIn, Bain & Company, Edelman–LinkedIn, and VML to map 15 disruptive forces shaping the future of B2B marketing.

The full report can be accessed here

www.vml.com

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