In Forrester’s 2025 B2B Brand And Communications Survey, CMOs and marketing leaders revealed how economic pressures and the rapid adoption of generative AI (genAI) are reshaping expectations for brand and communications investments. The budget expectations shared by our survey respondents indicate a planned strategic rebalancing — driven by AI-enabled efficiencies and a push for leaner operations.

AI Drives Efficiency — And Expected Budget Pullbacks

Website and digital programs remain a top priority for increased investment, but despite their central role in digital engagement, the percentage of marketers planning to increase investment has dipped slightly year over year (from 64% to 60%). The likely reason? GenAI is enabling brand and communications teams to do more with less — automating tasks, accelerating production — thus limiting or reducing the need for more investment.

The same trend is even more pronounced in content and creative services. As genAI tools become more capable of generating content at scale, fewer marketers are expecting to increase program investments (44% compared with 53% last year). This shift likely reflects a broader move away from traditional creative workflows toward genAI-powered content engines.

Headcount Expectations Mirror Program Budget Shifts

The percentage of marketers expecting headcount increases is modest across all brand and communications areas as compared to programs. Two areas that typically show more marketers expecting headcount investments year over year — website/digital and content and creative services — show no real change this year (website/digital) and a 10-percentage point decline (content and creative services). This further underscores the likely growing reliance on technology — especially in areas where genAI can deliver speed and scale. Companies may also be playing a conservative hand in light of economic uncertainty. After all, it’s much easier to flex investments up and down with program investments and agency partners than badged employees.

Brand Management Gains Strategic Importance

While genAI is reshaping execution, brand still plays a central role in differentiation. Marketers looking to increase investment in brand management rose from 42% to 52% in this year’s survey, signaling a renewed focus on brand development and consistency — ensuring that the brand is brought to life in a compelling and reinforcing way across all digital and physical touchpoints. As companies bring more brand work in-house, they’re prioritizing consistency, control, and the long-term value of brand trust in a volatile market landscape.

The Final Analysis

In 2025, B2B marketers are rethinking how they invest in brand and communications. GenAI is enabling faster, more efficient execution — especially in digital and creative areas — while freeing up resources to focus on building brand value and ensuring compelling and consistent activation. The result is a more selective, strategic approach to brand and communications investments.

Forrester clients can explore the full data in our report, B2B Brand And Communication Programs Budget And Personnel Changes, 2025. View additional research by Karen Tran or schedule a guidance session today.