Artificial intelligence has moved from hype to reality in B2B marketing. From content creation to campaign optimization, AI is reshaping the way teams work. But here’s the challenge: while excitement is high, strategy and clarity are often missing.
What the survey revealed
In our survey of 100+ B2B leaders, most agreed that AI is already changing their marketing strategies. Yet many also admitted they’re still figuring out how to use it effectively. Lack of clear use cases, skills gaps, and questions around ethical guardrails all surfaced as pressing concerns.
Why it matters
AI isn’t just another tool—it’s a force multiplier. But without a roadmap, it can feel overwhelming or even risky. The opportunity for 2026 lies in moving past experimentation to intentional adoption: choosing the right use cases, setting clear guidelines, and building confidence across teams.
Dig deeper
The full Marketing Under Pressure report explores:
- How AI is influencing B2B marketing strategies today
- Where marketers are hitting roadblocks
- Best practices for piloting AI with purpose