Summary
B2B companies that lead in the adoption of AI technologies in marketing grow revenue faster and have stronger ties between their marketing and IT departments. Forrester’s analysis shows that even though the pace toward the adoption of AI has slowed, the technology is being actively applied across a broad swath of use cases. Marketing leaders should read this report to understand the state of AI adoption in B2B marketing and what distinguishes early adopters who have successfully moved AI use cases into production.
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