Through all the uncertainty marketers have faced this year, one constant persists: AI adoption and its potential to reshape the future of B2C marketing as we know it. Last year, advancements in generative AI (genAI) and subsequent pressure to adopt new genAI use cases gave way to AI mania. Now, the development of early marketing agentic AI use cases sustains marketers’ enthusiasm. Ninety-percent B2C marketing executives in Forrester’s Q1 2025 CMO Pulse said they planned to increase their investment in AI over the next year.
Marketers Report High Satisfaction With Their AI Investments So Far
Even with most use cases in exploration and experimentation mode, marketers feel confident about their progress. The vast majority of respondents from Forrester’s Q2 2025 CMO Pulse Survey agree that their marketing function is ahead of the curve when it comes to AI adoption. To give marketers insights into the current state of AI adoption for marketing and plans for further development we’re excited to share Forrester’s State of AI For B2C Marketers, 2025. The report uses survey data from Forrester’s Q1 and Q2 CMO Pulse surveys to give B2C marketers a benchmark for where organizations across industries are in their journey toward AI mastery. Specifically, our research highlights :
- Strategic approaches to successful AI adoption
- The most widely adopted AI use cases
- Marketer concerns for further adoption of genAI
- Organizational readiness
- Measurement approaches
- …and more!
Stay tuned for more AI research in the coming months, including a deep dive on agentic AI for B2C marketers. In the meantime, Forrester clients can read the full report and schedule a guidance session to chat in more detail!
