Organizing For AI In B2B Marketing: Responsibilities And Cross-Functional Alignment

AI, especially generative AI (genAI), is reshaping how B2B marketers work — from how they write briefs and produce content to how they orchestrate campaigns, websites, and go-to-market motions with agentic workflows. This report analyzes the current state of organizing AI responsibilities for B2B marketing. Forrester drew on interviews with marketing leaders to profile emerging patterns for organizing the range of AI responsibilities both within marketing departments and in collaboration with nonmarketing functions such as IT, legal, and security. We also highlight best practices for AI strategy, governance, and use case management in a marketing-specific context.