Report: Many B2B Marketers are Interested in AI, But Still Lag in Terms of Adoption

Many B2B marketers are still in the early stages of exploring artificial intelligence (AI) solutions, and as a result, most of them have yet to implement this form of martech, according to new research.

Demandbase recently conducted “The State of AI in B2B Marketing” report, and statistics showed that the majority of B2B marketers (84 percent) are planning, evaluating, implementing or using AI – this suggests that the interest in AI for marketing is high. However, overall adoption remains low, according to the study’s statistics.

Only 18 percent of B2B marketers say they are actually using AI. Twenty-four percent are still evaluating it, while 20 percent remain in the planning stages. About 11 percent of B2B marketers say they have no plans to adopt AI solutions, while 5 percent claim that they are still unsure of whether it fits into their agenda.

AI Remains a Top Concern for CMOs

As CMOs, in particular, look ahead to how they intend to remain innovative, previous research shows that AI is one of their top concerns.

Brand Keys published the “Marketing on My Mind” survey, and 92 percent of CMOs said that AI was one of their main concerns, along with marketing automation. Other issues that were at the top of the mind for CMOs included ROI (97 percent), big data, big tech and big security issues (95 percent).

“CMOs and brand managers have plenty to keep them up at night,” said Robert Passikoff, president of Brand Keys.