B2B companies are increasing their investment in AI, particularly generative AI (genAI), to personalise marketing and sales efforts in 2025. However, new research from Forrester highlights that many organisations are underestimating the challenges of integrating AI effectively and are unlikely to see immediate returns.

Forrester’s 2024 survey found that only 5% of US AI decision-makers expect to see a return on investment within a year, while nearly half (46%) anticipate waiting three or more years before seeing positive returns. The study suggests that while AI adoption is accelerating, businesses are facing significant technical and operational hurdles that slow down results.

The challenge of AI-powered personalisation

AI-driven personalisation is a top priority for B2B marketers, with 82% of global B2B marketing decision-makers recognising that buyers expect marketing and sales experiences tailored to their needs. However, many organisations are struggling to deliver due to technical debt, with firms using seven to ten disconnected technologies to manage personalisation. Without seamless integration, achieving AI-powered personalisation remains a challenge.

Forrester’s research suggests that companies focusing on unifying their technology stack will have the best chance of realising AI’s potential. While full-scale personalisation may not be achieved in 2025, businesses that prioritise buyer-centric experiences and AI integration will be better positioned for long-term success.

Sales productivity expected to decline despite AI investment

Despite increased investment in AI, Forrester predicts that sales productivity will decline by 10% as organisations struggle to implement AI solutions effectively. Many businesses expect genAI tools to drive efficiency gains, but adoption challenges among sales teams are limiting their impact.

One major barrier is the long-standing issue of data logging. Sales leaders have encouraged teams to log interactions for years – an essential practice for AI-driven insights – but sellers only log interactions for 20% of opportunities. Without accurate data input, genAI tools cannot function optimally, leading to disappointing results.

The expectation of quick productivity gains is also putting pressure on organisations, with some companies responding by freezing hiring and increasing workloads for existing sales teams. Forrester warns that while AI adoption requires short-term effort and investment, those that persist and refine their approach will eventually see returns.

Long-term AI investment strategy needed

The findings suggest that B2B organisations must rethink their AI strategies. Rather than expecting immediate gains, businesses should focus on integrating AI with existing workflows, improving data accuracy, and fostering adoption among sales teams. While AI has the potential to transform marketing and sales, its benefits will only be realised by companies willing to commit to long-term strategic investment.

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