Buying Dynamics in the Age of AI

In the AI era, traditional market segmentation approaches and go-to-market motions may no longer be enough. Enterprise AI buying journeys are increasingly complex, involving multiple stakeholders, competing priorities and evolving requirements.

Drawing on Gartner research, this session explores the buying dynamics that shape AI investment decisions, including the sources and impact of team conflict during the purchasing process. Gartner experts will share practical strategies to encourage more effective buying behaviors, improve collaboration and help high-tech sales and marketing teams better navigate enterprise AI buying journeys. The discussion focuses on driving stronger outcomes for both providers and customers as AI adoption continues to accelerate.