What’s Deterring GenAI Adoption In B2B Marketing?

June 28th, 2024

Mavis Liew Executive Partner and Principal Analyst

With contributors:

Dane Anderson , Matthew Selheimer , Melvin Tan , Bill Nagel

Forrester’s 2024 data indicates that the top challenges to the adoption of generative AI (genAI) for B2B marketing vary based on the organization’s revenue. Organizations with less than $1 billion in annual revenue most often cite employee readiness, data privacy and security, and lack of understanding where to apply genAI as challenges; those above $1 billion cite data infrastructure most often. The multifaceted challenges to genAI adoption underscore the importance of using a genAI adoption framework to evaluate and address genAI challenges. This is a snapshot of Forrester’s data on genAI adoption challenges in B2B marketing.

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