Data Snapshot

B2B Marketers Approach A Tipping Point In Their Adoption Of AI-Enabled Technologies

May 10th, 2023
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
Subhendu Pattnaik, Principal Analyst
Subhendu Pattnaik Principal Analyst
With contributors:
Matthew Selheimer , Shannon Colford , Rachel Birrell

B2B marketers are rapidly adopting AI-enabled technologies across the marketing function, according to Forrester’s 2023 B2B Brand And Communications Survey. The pace of adoption varies across different aspects of marketing and by company size. Adoption is highest in areas like chatbots/virtual assistants, where AI technologies are mature and users have the ability to scale capabilities and drive greater efficiency. Organizations continue to experiment and pilot new capabilities; we expect the levels of adoption to accelerate further over the next few years, creating opportunities for B2B CMOs to reimagine marketing capabilities and drive greater value for the business.

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