B2B marketers are increasing their investment in artificial intelligence and predictive analytics, moving beyond experimental phases to fully integrate these technologies into their strategies. A new survey by Adobe of 3,400 marketers highlights how AI is driving business growth, with 65% of senior executives identifying it as critical to success in 2025.
As customer expectations for personalised experiences continue to rise, 61% of executives agree that improving engagement is essential for growth, making AI-powered insights and automation a strategic priority. Over the next 12 to 24 months, 62% of senior leaders cite AI and machine learning advancements as their top investment focus, while 55% are prioritising data integration and real-time analytics.
AI investment accelerates marketing efficiency
Among senior executives already using generative AI, 53% report significant efficiency gains within their teams, while 50% highlight faster ideation and content production as key benefits. These efficiencies are contributing to broader digital transformation efforts, enabling marketers to scale personalisation while maintaining agility.
With AI proving its value, businesses are expanding their technology budgets. 80% of senior executives plan to increase spending on AI, predictive analytics, and digital tools, with 31% expecting a significant rise in investment. Additionally, 79% plan to enhance their customer data and analytics capabilities, and 78% will expand their digital media budgets.
Despite the emphasis on automation, companies are not reducing their workforce. Instead, 69% of executives plan to increase investment in talent, reinforcing a strategy that combines AI-driven efficiencies with human expertise rather than replacing roles.
Bridging the gap between AI leaders and laggards
Adobe’s research highlights a growing divide between organisations that are effectively leveraging AI and those struggling to keep pace. 78% of senior marketing executives report that their organisations expect them to drive growth using data and AI-powered insights, yet many face mounting pressure to deliver results.
With AI reshaping content creation and customer engagement, 44% of marketers expect increased pressure to boost engagement and conversions, while 43% foresee greater demands for scalable yet personalised content. To address these challenges, businesses are prioritising AI-driven workflow improvements, enhanced decision-making, and hyper-personalisation.
To maximise AI’s impact, companies are working to unify tools, eliminate data silos, and improve cross-team collaboration. Encouragingly, marketing budgets are expected to rise throughout 2025, with 30% of senior executives anticipating an increase of more than 10%.
As AI adoption accelerates, businesses that effectively integrate data, automation, and personalisation strategies will be well-positioned to meet evolving customer expectations while maintaining sustainable growth.
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