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.

The May–June 2026 technology conference window is unusually dense, reflecting the sector’s attempt to process several simultaneous inflection points: the industrial deployment of AI beyond the pilot phase, the semiconductor supply chain’s geographic rebalancing, and the maturing of open hardware architectures from academic interest into commercial infrastructure. For investors and operators tracking these transitions, the conference calendar functions less as a social calendar and more as a forward indicator — announcement timing, speaker cancellations, and floor traffic are often more informative than the formal presentations.