Trends Report

Generative AI Ignites Change In B2B Content

Use Marketers’ Expertise To Drive Generative AI Success

June 28th, 2023
With contributors:
Ian Bruce , Jay Pattisall , Chuck Gahun , Lisa Nakano , Pippin Evarts , Drew Zalucky


Marketers focused on growth during an uncertain economy want the powerful capabilities of generative AI to extend the scale of content while securing quality and maintaining the brand voice. At the same time, they must work to advance their organizations’ content maturity before adding generative AI into content workflows. This report describes B2B marketers’ current challenges and needs for generative AI capabilities — and outlines where marketers can help their organization drive successful adoption for content use cases.

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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.