State Of Artificial Intelligence: With AI In Its Infancy, B2B Orgs Begin To Prioritize Early Adoption

Artificial intelligence (AI) is reshaping the B2B industry due to its uncanny ability to automate human-like outreach by analyzing behavioral data and intent signals. Although AI's potential is high, the technology is still in its relative infancy: Only 6% of C-suite practitioners adopted AI-powered solutions across their business, even though 95% believe their organization would benefit from embedding AI into their daily operations.

AI has the power to enhance all the areas of an organization it touches, but so far, the most positive effects have been seen in marketing and sales, McKinsey reported. In fact, 70% of organizations using AI for marketing and sales said it has increased their revenue by 5% or more. With 75% of enterprises shifting from piloting AI to operationalizing it — and thereby solidifying AI as an integral part of marketing operations — this report examines:

• How B2B marketers are currently using AI;
• The areas in which AI shows the greatest promise;
• The challenges and risks of using AI for B2B marketing; and
• Best practices for incorporating AI into marketing operations.