AI adoption by Europe’s B2B marketers is accelerating, but progress is uneven as persistent issues with data privacy, unclear use cases, and varying readiness across technology, measurement, and skills constrain adoption. As a result, AI priorities favor internal efficiency and productivity gains, with operational use cases maturing faster than customer- and revenue-driven applications. While marketing organizations express confidence that AI will support rather than replace their employees, workforce impacts are already visible. Our data reveals a widening gap between AI ambition and execution, underscoring the need to move beyond efficiency gains toward scalable, customer-centric AI impact.