B2B Marketers Think AI Will Replace Jobs — Just Not Theirs

Invulnerability bias is a common psychological effect in which individuals believe they are personally immune to external influences while simultaneously acknowledging that others are likely affected by them. B2B marketing leaders may be suffering from this bias: In Forrester’s 2026 B2B Brand And Communications Survey, 82% of respondents agreed that AI will automate marketing work that people currently do, while only 15% thought AI would largely replace their own jobs. While Forrester expects near-term job impacts to be modest, the long-term disruption caused by AI could be far more profound and requires marketing leaders to proactively upskill and update roles and responsibilities.