A new study by Forrester reveals that 55% of global B2B marketers are planning to increase their spending on AI-powered assistants and conversation automation solutions in 2025. This bold move highlights the growing importance of artificial intelligence (AI) in shaping the future of marketing, even as concerns about job displacement and reliability linger.
The Growing Role of AI in Marketing Teams
AI’s influence is quickly being felt across marketing departments worldwide. According to Subhendu Pattnaik, principal analyst at Forrester, 2025 will mark a shift in how AI is integrated into marketing teams. While AI tools are expected to become core team members in many organizations, this will not lead to job cuts. Instead, AI will complement human skills, creating a hybrid workforce driving marketing success.
Pattnaik points out that the current struggle among marketing leaders is the lack of organizational alignment to meet revenue goals. He emphasizes that frequent team restructuring, while a response to changing needs, will not address the root causes of inefficiency. Upskilling marketing professionals to blend human expertise with AI capabilities is set to be a focus in 2025.
AI’s Impact on B2B Buying Decisions
Forrester’s research also reveals a surprising trend: 91% of B2B buyers who have used or plan to use Generative AI (GenAI) tools say it is enhancing their decision-making process. With 65% of buyers reporting reduced research time and more vendor options, AI is proving its value in streamlining the B2B purchasing process. As AI accelerates the buying cycle, marketers find themselves losing control over the process.
“Marketers now have to engage buyers earlier and more effectively,” says Pattnaik. The dramatic reduction in the buyer’s journey has left marketers scrambling to adapt to the new pace.
The Future of Marketing: AI and Shortened Buying Cycles
By 2025, AI will become a staple in B2B marketing, driving efficiency and enhancing decision-making. However, as the buying cycle shortens, the pressure on marketers to adapt grows. Forrester’s study underscores the need for strategic adjustments and greater integration of AI tools to stay competitive in the evolving B2B era.
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