Data Snapshot

Customer-Obsessed B2B Companies Are More Likely To Invest In Emerging AI

High Performers Have Invested Earlier And Plan To Continue

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Aug 8, 2025  

Summary

B2B companies are adopting AI for a range of use cases to augment creativity and efficiency, enable self-service, and assess and act on customer data. Results from Forrester’s State Of Customer Obsession Survey, 2025 show B2B companies in the highest range of the customer-obsession continuum are investing resources to implement AI. This is a snapshot of Forrester’s data on B2B companies’ plans to adopt emerging AI technologies.

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