Today's post is an excerpt from the MFS 2026 State of AI and B2B Marketing Report.
The second goal in our research into AI and B2B marketing was to try and understand the role AI is now playing in marketing strategy. The execution potential of AI is well-known and we are witnessing it in tasks like content creation, SEO, and data analysis. What we wanted to get a clearer picture on is how AI is being used from a strategic standpoint.
The Role of AI in B2B Marketing
A clearer picture on the ways AI is being used by B2B marketing teams began to emerge in this section with 78% of marketing leaders answering the best way to describe the role of AI in their marketing organization was a productivity assistant or a tactical execution engine.
AI and B2B Marketing Strategy
The biggest strategic contribution from AI according to our respondents is in the area of customer insights with 54% citing it as an area where AI meaningfully contributes. Positioning at 6% and GTM strategy at 8% show that there are still certain areas of marketing strategy which the vast majority of marketing leaders do not trust AI to contribute to.
Trust in AI for Supporting Strategy
While our respondents are pretty clear that AI has significantly transformed B2B marketing, doubts remain. In fact, with only 44% of respondents expressing confidence in AI for supporting strategic decisions, it appears that there is a slight sense of AI hesitancy creeping into the minds of strategic leadership at B2B companies.
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.