Forrester reports AI is now core to B2B marketing operations. Adoption ranges from 39% to 55% across use cases. 81% of B2B marketing leaders use AI multiple times daily. Productivity is the primary benefit cited. 30% of leaders cite data privacy as their biggest obstacle. 50% say AI often presents incorrect information with unwarranted confidence. 76% believe AI will augment rather than replace people. 55% have already reduced headcount due to AI. Leaders are reassessing hiring plans because of AI. Organizations must rethink work processes to capture AI’s full value.
What changed
AI was an emerging technology tested on the sidelines in B2B marketing.
What it unlocks
Accelerating work, automating processes, and accomplishing more with existing resources.
- 39% to 55% of B2B marketing use cases in production
- 81% of B2B marketing leaders use AI daily
- 30% cite data privacy as top obstacle
- 50% see AI present incorrect information often
Sources