B2C marketing executives report high satisfaction with their AI adoption and most plan to continue to increase their AI investments over the next year. Data from Forrester’s Q1 and Q2 2025 CMO Pulse Surveys illustrate how far marketers have come in their AI adoption journey — and where they plan to go next. B2C marketers should use this report to explore trends in AI use cases for marketing, organizational readiness, genAI concerns, and measuring AI efficacy.