"Most B2B marketers are leaning into AI for the things it does best right now: execution and efficiency. About 78% see it primarily as a productivity or task engine, with 56% pointing to tactical execution as the highest-value use case. But when it comes to strategic work-like brand positioning or big-picture decision-making-trust breaks down. Only 6% of respondents said they trust AI to weigh in on positioning, and just 44% expressed confidence in its ability to support strategic decisions."
"What tools do B2B marketers reach for most often? No surprise-it's the familiar ones: ChatGPT, Microsoft Copilot and Google Gemini, many of which were already in personal use before being brought into workstreams. The one B2B-native AI platform standing out is Salesforce Einstein, with 14% of marketing leaders naming it the most important AI tool in their stack. Despite the hesitation around strategy, investment in AI for marketing isn't slowing down."
Most B2B marketers apply AI chiefly for execution and efficiency, with 78% viewing it as a productivity or task engine and 56% valuing tactical execution most. Confidence in AI for strategic work is low: only 6% trust AI on brand positioning and 44% trust it to support strategic decisions. Commonly used tools include ChatGPT, Microsoft Copilot, Google Gemini, and Salesforce Einstein, with 14% naming Einstein most important. Despite strategic hesitation, 71% of companies plan to raise AI marketing spend in the next 12 months, indicating continued investment and a need for clear application and guardrails.
Read at MarTech
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