Summary
Marketing professionals worldwide are in a frenzy to jump on the generative AI (genAI) bandwagon and often see 2024 as a pivotal year to make headway. The pace and extent of adoption vary by region; our data suggests that marketers in Asia Pacific (APAC) are adopting genAI faster than their counterparts in North America and Europe. Forrester defines four levels of genAI adoption: education, exploration, experimentation, and production. GenAI’s role in content production and potential to ameliorate the challenges APAC organizations have faced in creating and localizing relevant content have accelerated its adoption in the region. This is a snapshot of Forrester’s data on B2B marketers’ adoption of genAI.
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