by Ayaz Nanji for MarketingProfs
Most B2B marketers say they feel positive about artificial intelligence, though just over one in five (21%) say they feel apprehension or terror about the technology, according to recent research from Wpromote and Ascend2.
The report was based on data from a survey conducted in April 2023 among 348 B2B marketers who work for US businesses with 50 or more employees.
Some 34% of B2B marketers say they feel hopeful about AI, 26% excited, 16% apprehensive, 7% relieved, 5% terrified, and 12% indifferent. 
Some 79% of B2B marketers say they expect to incorporate more AI into their overall strategy and tech stack in the coming year.
B2B marketers say they would consider investing in AI across a wide range of different areas over the next two years, including personalizing the customer experience (46% say they would consider), generating content (40%), automating customer interactions (36%), and taking care of customer service functions (36%).
B2B marketers who report that their business has an excellent customer experience are significantly more likely to say that their firm would consider investing over the next two years in AI for building ad creative, handling programmatic advertising, measuring campaign performance, and media mix modeling.
About the research: The report was based on data from a survey conducted in April 2023 among 348 B2B marketers who work for US businesses with 50 or more employees.
Published on June 20, 2023
