As AI Adoption Surges In B2B Marketing, Work Is Changing
B2B marketing is reshaping fast. Forrester's latest data shows AI has moved from sideline tests to core operations—and marketing teams are already different.
Why it matters
AI adoption in B2B marketing has crossed the threshold from experimentation to production at scale. Marketing organizations are reorganizing workflows and roles around AI capabilities, a concrete shift in how work gets done that practitioners managing marketing teams need to track.
The key facts
8 to knowForrester research: AI now in majority production across multiple B2B marketing use cases
AI adoption characterized as core operational change, not emerging-tech experimentation
Marketing team structure and role composition shifting in response to AI deployment
Source: Forrester blog post (no independent testing or competing data cited)
Forrester research: AI now in majority production use across B2B marketing use cases
AI adoption no longer experimental—described as core operational component
Marketing team structure and workflows already reshaping
Source is vendor research (Forrester), not independently measured deployment data
Go to the source
Forrester Blogforrester.com
Publisher excerpt: Across B2B marketing, AI is no longer an emerging technology for experimentation or being tested on the sidelines. It’s now a core part of how marketing organizations operate, and it is already reshaping marketing teams. AI Is Nearing Majority Adoption Across Marketing Use Cases Forrester’s latest…