Forrester has released the full conference agenda for its B2B Forum EMEA 2026, set for 28–29 September 2026 in London. The event’s theme, “Hello, GTM Singularity,” centers on a claim that’s hard to dismiss: Forrester puts the share of business buyers now using generative AI or conversational search during the buying process at roughly nine in ten. That shift is reshaping how B2B organizations approach discovery, evaluation, and purchase across marketing, sales, product, and customer success functions.