In Forrester’s 2025 B2B Brand And Communications Survey, we asked CMOs and marketing leaders about their expected changes for brand and communications programs and headcount. While overall program investment levels are mostly flat year-over-year, the data reveals a shift in priorities and investments — a result of economic volatility coupled with the adoption on generative AI (genAI). Marketing leaders should use this report to understand how economic and technological forces are reshaping program and headcount investments for brand and communications.