AI has proliferated through the marketing technology stack in recent years. ML algorithms have gotten smarter, vendors are introducing and refining capabilities for actioning those deep insights, and modern buying behaviors continue to push marketers to rethink their approaches to the customer experience (CX).

From data enrichment to prioritization to bidirectional communications, AI-powered technologies are making predictions and decisions to automate actions based on the needs of audiences and marketers alike while continuously learning from those outcomes — all calibrated to improve experience while driving conversion and pipeline.

Intersecting technology, insights, creativity, and culture, AI has fundamentally changed our ability to understand and empower our bespoke audiences, whether customer or employee. Here are three ways B2B marketers are leveraging AI:

  • Demand and account-based marketers use AI to design, deploy, and optimize the tactic mix, with automated conversations (58%), personalization (48%), and tactic orchestration (48%) being the top three use cases (Forrester’s 2021 State Of Demand And ABM Tactic Survey).
  • 27% of B2B organizations plan to invest significant effort in using AI to drive content recommendations in their plans for implementing or maturing content capabilities over the next 12 months (Forrester Global Marketing Survey, 2022 [B2B]).
  • 63% of organizations are adopting an insights center of excellence for business intelligence, advanced analytics, data science, and/or AI, and many indicated future plans to adopt (Forrester’s Future Fit Survey, 2022).

These AI-powered use cases and initiatives give rise to new roles and responsibilities, such as insights-driven CX leaders, automation architects, content engineers, conversation designers, and ML engineers. Meanwhile, nonhumans are finding their way onto the modern org chart in the form of virtual assistants to automate processes and augment human intelligence.

Across demographics and levels of technical expertise or digital savvy, data science, ML, and AI (DSMLAI) are now integral to the B2B customer and employee experience. My colleague Katie Linford and I are exploring what’s driving these trends in an upcoming report.

However many years of marketing experience you have — whether you just discovered Metallica in this season of Stranger Things or remember when the Master of Puppets album first dropped — we want to hear from you. Please complete Forrester’s 2022 Global State Of AI In B2B Marketing Survey, and we’ll share a summary of the findings with you when they’re available.