Story perspectives

90% of B2B Buyers Embrace AI; Marketers Lag Behind

11/5/2025

Summary

Story summary

Forrester Research reports 90% of B2B buyers use generative AI, while only 20% of marketing teams use it daily.
This gap pushes Chief Marketing Officers to shift from experimentation to execution, emphasizing strategic AI direction.
RBC Capital Markets analysts warn of a slowdown in enterprise AI adoption due to productivity challenges and pilot fatigue, urging workflow changes.

History

Historical Context

The rise of generative AI technologies in 2021 marked a significant shift in business operations, with 70% of companies investing in AI solutions. This trend follows decades of AI development, including advancements in machine learning and natural language processing. However, the environmental impact of AI, including its substantial energy consumption, raises concerns about sustainability as companies like Google and Microsoft face increased carbon footprints due to their AI initiatives.

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Story summary

Forrester Research reports 90% of B2B buyers use generative AI, while only 20% of marketing teams use it daily.
This gap pushes Chief Marketing Officers to shift from experimentation to execution, emphasizing strategic AI direction.
RBC Capital Markets analysts warn of a slowdown in enterprise AI adoption due to productivity challenges and pilot fatigue, urging workflow changes.

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