Data Overview Report

The State Of AI In B2B Marketing, 2022

B2B Marketers Are Embracing AI Based On Positive Early Results

February 22nd, 2023
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
Katie Linford, Principal Analyst
Katie Linford Principal Analyst
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette

Artificial intelligence (AI) is a powerful capability that continues to spread across the marketing technology (martech) stack. Forrester’s Q2 2022 Global State Of AI In B2B Marketing Survey explored the ways B2B organizations are using AI to enhance the experiences of buyers, customers, and the frontline marketers who engage with them. From this report, B2B marketers will gain a greater understanding of what AI is, where it’s present in the B2B martech stack, how it’s being used to deliver value to companies and customers, and common challenges when adopting AI-powered capabilities.

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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.