62% of B2B CMOs not ready to compete against AI-enabled companies: report | MarTech

"Two-thirds of CMOs say they lack the skills, budget or resources to compete against faster-moving, AI-enabled challengers, according to new research from the agency 3Thinkrs. That's because the acceleration of AI-generated search and decision-making is rapidly eroding traditional marketing levers. With brand visibility collapsing across search, websites and social, the race is on to modernize strategies for the new era of AI-first discovery."

"The study projects that by 2027, traditional search will account for just 45% of all search queries, a 42% drop from earlier norms. Social media channels are also feeling the impact. On LinkedIn, the visibility of organic company content has slipped sharply - from 2.1% to 1.6% of users' feeds between March and October 2025 - shrinking the reach of content that once drove awareness and engagement."

Two-thirds of CMOs lack the skills, budget or resources to compete with faster-moving, AI-enabled challengers. AI-generated search and decision-making are rapidly eroding traditional marketing levers, collapsing brand visibility across search, websites and social. B2B tech websites saw a 34% decline in traffic between 2024 and 2025 while AI-generated traffic accelerates toward an expected 20% share by the end of 2025. Projections show traditional search will account for just 45% of queries by 2027. Organic LinkedIn visibility fell from 2.1% to 1.6% between March and October 2025. Generative Engine Optimization (GEO) becomes essential, and 61% of marketing leaders are adapting strategies to improve visibility in AI-generated summaries and answer engines.

Read at MarTech