Vision Report

B2B CMOs: Lead, Don’t Follow Your Marketing Organization’s Generative AI Efforts

Take Critical First Steps To Assess Readiness And Prioritize Adoption

October 6th, 2023
With contributors:
Matthew Selheimer , Dane Anderson , Shannon Colford , Kate Pierpont


Generative AI (genAI) will upend all aspects of B2B marketing. CMOs are seeking to understand the impact, assess organizational readiness, and prioritize initial use cases for adoption. In this report, we explain how B2B CMOs must carefully calibrate the focus for genAI investment and take a decisive leadership role.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.