Buying Dynamics in the Age of AI

• Common sources of team conflict that can hinder AI buying initiatives

• How buying behaviors influence AI investment outcomes

• Strategies to improve collaboration and decision making across buying teams

• Practical approaches for navigating complex enterprise AI buying journeys

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.

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