B2B marketers are rapidly adopting AI-enabled technologies across the marketing function, according to Forrester’s 2023 B2B Brand And Communications Survey. The pace of adoption varies across different aspects of marketing and by company size. Adoption is highest in areas like chatbots/virtual assistants, where AI technologies are mature and users have the ability to scale capabilities and drive greater efficiency. Organizations continue to experiment and pilot new capabilities; we expect the levels of adoption to accelerate further over the next few years, creating opportunities for B2B CMOs to reimagine marketing capabilities and drive greater value for the business.