GenAI & younger buyers reshape Asia Pacific B2B spend

Forrester said business buying behaviour in Asia Pacific now changes faster than global averages, with younger buyers, larger buying groups and heavier use of generative AI shaping purchasing decisions across the region.

The research draws on Forrester's Buyers' Journey Survey, 2025. It analysed responses from thousands of business decision-makers across Southeast Asia, Australia and New Zealand, North Asia, South Asia, and Japan and South Korea. Forrester compared the findings with global benchmarks.

The survey points to shifts in how organisations identify suppliers, validate claims and manage risk. It also describes differences in priorities between younger and older decision-makers in Asia Pacific.

Bigger groups

Forrester said buying groups in Asia Pacific are the largest globally. It reported an average of 15 internal stakeholders and 11 external influencers involved in decisions. The global average stood at 13 internal stakeholders and nine external influencers.

Forrester linked the larger groups to a stronger preference for consensus. It also pointed to a reliance on external validation during evaluation. The research said this dynamic raised the importance of understanding who influences decisions and how providers establish credibility with multiple participants.

The findings come as providers face longer and more complex decision cycles across many technology and services categories. Larger buying groups often lead to more steps in the evaluation process and more requirements for documentation and assurances.

GenAI use

Forrester reported higher generative AI use in Asia Pacific than in the global sample. Globally, it said buyers now often start with genAI searches. It also said buyers still seek human validation because they do not trust incomplete answers.

In Asia Pacific, 31% of buyers cited genAI as impactful in their process, Forrester said. The firm also reported that 96% of those using genAI considered at least one additional provider. The data suggests AI tools play a role in widening the range of suppliers that make it into consideration.

The survey results add to a broader debate about how "answer engines" influence supplier discovery. Marketing and sales teams have started adapting content and messaging for AI-driven discovery, while procurement and risk teams have pushed for clearer evidence and references.

Risk and delays

Forrester described Asia Pacific buyers as more risk-averse than global peers. It said deal stalls are more pronounced in the region. The research also highlighted a generational divide.

Only 7% of younger Asia Pacific buyers reported no delays, compared with 19% of older buyers, Forrester said. The firm also pointed to the growing importance of trials as part of the risk-reduction process. It said 60% of buyers globally use trials to reduce risk.

Trials now feature in many business purchasing journeys, particularly for more complex products and services. Organisations use trials to validate functional fit and integration with existing systems. Teams also use trials to assess delivery and support processes.

Different priorities

Forrester said buyer priorities in Asia Pacific differ from global patterns. It said efficiency and productivity dominate decision-making globally. In Asia Pacific, younger buyers showed stronger emphasis on customer experience, partner experience, DEI and sustainability.

The survey results show 57% of younger buyers prioritised customer experience, Forrester said. It reported 52% prioritised partner experience. It said 43% prioritised DEI and 39% prioritised sustainability. Forrester said these priorities ranked ahead of cost reduction for younger buyers in the region.

The data suggests providers face more scrutiny on how products, services and commercial relationships align with broader organisational goals. It also suggests decision-makers weigh perceived social and cultural fit alongside the functional features of an offering.

Provider dissatisfaction

Forrester said dissatisfaction with the winning provider is higher in Asia Pacific than the global average. It reported that 93% of Asia Pacific buyers expressed dissatisfaction with their selected provider, compared with 88% globally.

Forrester attributed the dissatisfaction to a range of issues, including technical shortcomings and cultural misalignment. The findings suggest that selection does not always translate into confidence after contracting and early delivery.

"Asia Pacific's business buying environment is evolving faster than the global average," said Mavis Liew, Executive Partner and Principal Analyst, Forrester. "Larger buying groups, younger demographics, and heavier reliance on genAI are reshaping expectations. Providers that succeed in APAC will go beyond competitive pricing - they'll demonstrate cultural alignment, build trust, and deliver localized strategies that resonate with buyers' priorities, from customer experience to sustainability. In this region, precision and relevance aren't optional; they're essential for long-term success."

Forrester said the survey findings point to continued changes in how buyers build shortlists and manage internal alignment. It also said providers should expect more stakeholders and more evaluation steps as AI-driven discovery becomes more common and as risk concerns remain elevated.