Generative AI (genAI) is in the headlines everywhere — but for European B2B marketers, the reality is more complicated than the hype. The technology promises to transform productivity and customer engagement, yet many organizations find themselves stuck between ambition and uncertainty.

Regulatory demands are a major reason for caution. With GDPR and the new EU AI Act, marketers must navigate some of the world’s strictest compliance standards. This isn’t just a legal headache — it’s a real barrier to innovation. At the same time, technical challenges loom large. Legacy systems and a shortage of AI-ready talent mean that even the most forward-thinking teams struggle to move from experimentation to production.

But here’s the twist: European marketers aren’t lacking in enthusiasm. According to Forrester’s latest survey, 81% of frontline marketing decision-makers in Europe are eager to embrace AI, which outpaces their global peers. The appetite for change is real, but the path forward demands more than excitement.

What’s The Way Out Of This Impasse?

First, marketers need to balance governance with experimentation. Safe testing environments and close collaboration with legal teams can help organizations innovate without crossing regulatory lines. Second, investing in people is nonnegotiable — upskilling through targeted workshops and fostering a culture of AI acceptance will turn uncertainty into confidence. Finally, breaking down silos between marketing and IT is essential — joint projects and shared strategies are the fastest route to scalable success.

The future of European B2B marketing won’t be defined by those who wait for perfect conditions — it will belong to those who act thoughtfully and decisively.

Ready to move beyond the hype and understand the impact on different EMEA countries? Read the full Forrester report, Generative AI Adoption In European B2B Marketing Organizations, for deeper insights. If you want to discuss how genAI can transform your marketing organization, please book a meeting to strategize your next move.