B2B marketers accelerate the adoption of AI in production processes, according to Forrester

Article

The Push for AI and ML in B2B Marketing

B2B marketing teams are driving forward the adoption of artificial intelligence (AI) and machine learning (ML), leveraging these technologies more than other sectors for various strategic applications. According to Forrester's report, The State of AI and Machine Learning Adoption in B2B Marketing 2024, around 25% of B2B marketers have already integrated AI/ML into their production processes, primarily supporting advertising, data analysis, personalization, and predictive scoring.

Key Applications of AI and ML in B2B Marketing

The study highlights several core applications of AI and ML in B2B marketing, including:

Chatbots and Virtual Assistants: 22%
Marketing Automation: 21%
Social Media Intelligence and Management: 21%
Segmentation: 21%
Intent Monitoring: 20%

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Early Adopters and Their Sectors

Approximately 45% of study participants are already integrating generative AI into their processes. These early adopters mostly come from technology sectors, IT services, and financial and insurance services—areas well-positioned to leverage AI due to their data richness and robust governance practices.

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Challenges in AI Adoption in B2B

Despite advancements in AI, leading B2B marketing agencies face several challenges. About 34% cite data privacy and security as major concerns, compared to 29% of other participants. Additionally, issues related to integration with existing infrastructures and copyright concerns affect 27% of leaders, against 20% of others surveyed.

Furthermore, 25% of leaders mention data accessibility as a significant challenge, compared to 19% of other participants. Interestingly, leaders appear less concerned about aligning business objectives, with only 17% indicating this as a challenge, versus 21% of other marketers.

Talent acquisition is also emerging as a problem; 21% of these leaders express concern about the shortage of qualified professionals, compared to 16% of their peers. In the race for talent, B2B marketers are thus compelled to focus on upskilling their current workforce.

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Current Trends in Generative AI Usage

A separate report from CleverTap reveals that 81% of marketers are currently using GPT models such as OpenAI’s ChatGPT and Google’s AI Gemini. Specifically, 55% describe their adoption of generative AI as partially integrated across selected marketing functions. Content teams are the primary users of AI capabilities, with 71.4% reporting extensive usage.

The benefits are clear: nearly all adopters report an increase in operational efficiency due to streamlined and automated workflows. Additionally, 54% have leveraged AI to accelerate content creation and campaign launches. Notably:

Creating content aligned with audience expectations and emotions: 43%
Automating segmentation based on conversion probabilities: 39%
Conducting large-scale experimentation: 39%

By addressing these obstacles and enhancing their strategies, B2B marketing teams are poised to maintain their leadership in the AI revolution.