What Factors Are Driving B2B Marketing’s AI Adoption?

Why It Matters

The report signals marketing as a primary beachhead for AI that can materially reshape processes and competitive positioning if foundational capabilities and cross‑functional alignment are in place.

Summary

Forrester’s survey of over 1,000 B2B marketing leaders finds AI adoption has moved well beyond exploration, with many organizations actively experimenting or deploying AI across marketing use cases. Top decile “leading adopters” distinguish themselves by close CMO–CIO partnerships, stronger data‑driven operations (94% rely on marketing data for major decisions versus 78% for laggards), and investment in AI governance and training. Although two‑thirds of buyers— including many leaders—say generative AI is overhyped, respondents point to efficiency and productivity gains that correlate with higher revenue growth for leading adopters. The report signals marketing as a primary beachhead for AI that can materially reshape processes and competitive positioning if foundational capabilities and cross‑functional alignment are in place.