AI is increasingly a critical driver of innovation and efficiency initiatives for B2B organizations worldwide. This report highlights key findings from Forrester’s Marketing Survey, 2025, which reveals that European and non-European (North America and Asia Pacific) marketing decision-makers share common challenges such as data privacy, security, and the need for clear strategies. However, they differ in priorities and genAI adoption maturity. B2B marketing leaders should use this report to understand the state of genAI adoption in Europe and the challenges and priorities that marketers are seeing.