With artificial intelligence (AI) the dominant force in marketing conversations, our 2026 B2B Trends Research Report details the impact it is having on marketers along with insights to help navigate the evolving landscape, drive revenue, and get ahead of the curve.
The topline findings from the over 300 B2B marketers across a variety of industries and budget brackets surveyed found an overwhelming 96% of marketers report using AI in their roles, with nearly half (47%) ranking it as the number one trend they are excited about. The primary driver for this adoption is efficiency— 45% of respondents see AI’s main benefit as helping their teams work more efficiently.
Presented on the eve of the B2BMX 2026 Conference, powered by Advertising Week, the report offers a clear view of what’s working now and what’s coming next. From the rapid adoption of artificial intelligence to persistent struggles with data and resources, we’re breaking down the key findings.
AI is Here, But Are We Ready?
Respondents to AI integration is not without its hurdles two key issues are Data Deficiencies and Security Concerns. Respondents report that their biggest roadblock is scattered or incomplete data, which undermines trust in AI-driven results and makes it difficult to report a true impact on the business.
As teams turn to free AI tools to experiment, data security becomes a major concern. Any sensitive company information entered into a free platform could be used for training models or be otherwise exposed. It’s critical to establish clear governance and use enterprise-grade solutions for proprietary data.
The Enduring Challenge of Data Visibility
While AI promises a smarter future, many B2B marketers are still grappling with a foundational problem: a lack of clear, accessible data. Our research found that 18% of marketers cite incomplete data as their single biggest barrier to making confident decisions.
Marketers note in an increasingly crowded digital space, personalization is key to cutting through the noise— 23% are using AI specifically to hone messaging and develop campaigns that meet buyers where they are. The goal is to move beyond one-to-many communication and create experiences that feel relevant and individual.
Yet, this ambition often collides with reality. Resource constraints continue to be a significant issue for marketing teams. Budgets are tight, and teams are being asked to do more with less. This is where efficiency-boosting tools like AI become so valuable.
Explore the Full 2026 B2B Trends Report
We’ve only scratched the surface of the insights packed into the 2026 B2B Trends Research Report from our . The full, interactive experience delves deeper into the data, offering more context, detailed charts, and actionable recommendations to help you and your team succeed.
Understanding these trends is the first step toward building a resilient and effective marketing strategy. Discover where your peers are investing, what challenges they’re facing, and how you can position your organization for growth.
Ready to dive in? Explore the complete interactive report to get all the findings and prepare for the year ahead.
