What’s Deterring GenAI Adoption In B2B Marketing?

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.