AI agents and content quality impact B2B marketing and procurement

The rise of ‘AI slop’—low-quality, mass-produced digital content—is complicating marketing efforts and eroding consumer trust. As AI-generated text, images, and social media posts flood digital spaces, even manually created content is becoming viewed with suspicion, making it harder for companies to generate high-quality leads.

In the B2B sector, Forrester predicts that by 2027, AI agents will influence 75 percent of purchasing decisions. These agents will assist buyers in tasks ranging from supplier research to contract renewal analysis. While large-scale, repetitive purchases may become fully automated, the prevalence of AI agents is expected to create a paradox: buyers may actually double their human interactions to verify AI-generated recommendations and assess supplier reliability and accountability.