The Demandbase and ForgeX report highlights that two-thirds of surveyed marketers utilize AI primarily for content generation in their account-based marketing efforts. Although AI capabilities extend to analysis and predictions, fewer than half of marketers have embraced these features. A notable barrier to AI integration is the lack of preparedness within marketing teams. While 91% of B2B marketers have adopted AI, only 52% express satisfaction with their current trajectory. Additionally, the State of Your Stack Survey indicates that marketers anticipate increased use of AI for analytics and personalization in the coming years.
Despite powerful capabilities in other areas, the most popular application of AI for marketers appears to be content generation.
The greatest barrier to AI in ABM today is not a lack of interest, but a lack of readiness among marketing teams.
91% of B2B marketers say their companies have adopted AI in some form to support their ABM efforts, but only 52% are satisfied with their progress.
AI-powered content generation was the top AI use case over the next 12-24 months among marketers and marketing operations professionals.
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