Summary
The AI revolution is here, and we should expect significant changes, according to marketing leaders who responded to Forrester’s 2025 B2B Brand And Communications Survey. Most believe AI technologies will improve efficiency and processes while making marketing more innovative. They also expect AI to automate work, but few think it will impact them personally. This bullish view is tempered by a belief that AI systems can’t be trusted and must be heavily regulated. Marketing is already a “beachhead” for early AI adoption, and marketing leaders must have a clear strategy and roadmap that includes an internal readiness assessment and a thoughtful process for prioritizing adoption.
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