MFS Research Reveals the Top AI Challenges in B2B Marketing

Today's post is an excerpt from the MFS 2026 State of AI and B2B Marketing Report.

The third goal in our recent research report was to try and understand what - if anything - is holding back AI usage in B2B marketing. To find out, we asked 277 B2B marketing leaders in the UK and Ireland to identify the main challenges and limitations associated with AI in B2B marketing.

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The AI and B2B Marketing Challenge

AI hallucinations are widespread enough now that it is not at all surprising to see 88% of our respondents answered that AI output requires significant human correction at times. With only 12% of B2B marketing leaders answering that AI output rarely or never requires human correction, it is clear that the leading AI providers still have a lot of work to do in this area.

AI and B2B Marketing Limitations

In terms of AI limitations, 57% of respondents cite strategic thinking followed by creativity at 44% and accuracy at 39%.

In a survey of B2B marketing leaders, it is perhaps unsurprising that strategic thinking is the most cited AI limitation. Speaking in broad terms, marketing leaders are usually a product of their experiences, skills, expertise, and even worldviews - a unique blend creating a certain strategic disposition.

How an AI platform or LLM can be set up to mimic or even improve on the strategic decision-making capabilities of modern day B2B leaders remains to be seen, but, for now, the sense among B2B marketing leaders is that AI is not there yet.

AI and B2B Marketing - A Strategic Hesitancy Emerges

Such is the focus on AI today that it is unsurprising to see AI spend by B2B marketing teams rising. This trend is following a general pattern across all businesses today where AI spend is rapidly increasing.

Perhaps the biggest issue highlighted by our research is the fact that AI spend is rising at a time when a certain hesitancy, borderline skepticism is emerging around the use of AI in the more strategic B2B marketing use cases. The question then emerges that if we are in an AI race as the increased spending suggests - what does the destination look like?

Unless the strategic gaps are addressed, AI will continue to play a role that is primarily execution and productivity related. In this situation, the risk of marketing homogeneity and reduced quality output will continue to rise forcing companies to take a step back and consider their strategic direction.

Is AI itself a strategy or simply a lever to help execute a strategy? Our research suggests the latter.

For B2B marketing leaders, the challenge now becomes about harnessing AI tools in a way that makes sense for their business as opposed to rushing in a new solution that promises much but will only deliver if the strategy underpinning its implementation is solid. Managing expectations around the use of AI may also come to the fore as marketing leaders seek to balance the strengths and weaknesses of the various AI-based solutions available alongside the type of magical thinking inherent in much of the commentary around AI today.

What is clear is that at a time when B2B marketing is undergoing a significant transformation - there are some uncomfortable questions emerging around the limitations of AI that need to be addressed.

If you would like to read the report in full you can access it here. If you have a marketing challenge you are looking for support with, feel free to reach out today - we’d love to talk with you about what you’re trying to achieve with your B2B marketing and how we might be able to help.