As 2025 rolls on, B2B marketers are aligning their priorities and technologies to deliver more personalized customer experiences. Advances in artificial intelligence (AI) and predictive analytics are moving beyond the pilot stage, unlocking insights that were once out of reach and reshaping marketing strategies.
A recent survey by Adobe Inc. of 3,400 marketers highlights how AI and predictive analytics are emerging as key drivers of business growth. Two-thirds (65%) of senior executives identify these technologies as critical to success in 2025, enabling businesses to anticipate customer needs and enhance personalization at scale. Meanwhile, 61% agree that improved customer engagement is essential for growth. They said they expect investment in these areas to be a top priority.
The benefits of AI investment are already evident. Among senior executives using generative AI, 53% report significant efficiency gains within their teams. At the same time, 50% cite faster ideation and content production as major advantages. These efficiencies are contributing to broader digital transformation efforts across industries.
Adobe data highlights AI’s value to B2B marketers
As a result, businesses are increasing their technology budgets. 80% of senior executives plan to boost spending on innovative technologies, including 31% who expect a significant rise in investment. Additionally, 79% plan to enhance customer data and analytics capabilities, while 78% intend to expand their digital media budgets.
Despite the emphasis on technology, organizations are not prioritizing workforce reductions. Instead, 69% of senior executives plan to increase investment in talent, signaling a commitment to integrating technology with human expertise rather than replacing it.
The growing gap between organizations effectively leveraging AI and those lagging is particularly evident in marketing, Adobe data shows. 78% of senior marketing executives report that their organizations expect them to drive growth through data and AI-powered insights. However, with expectations rising, 44% of marketers anticipate increased pressure to boost engagement and conversions, while 43% foresee greater demands for scalable yet personalized content.
To address these challenges, organizations are focusing on AI-driven workflow improvements, enhanced decision-making capabilities, and hyper-personalization. Over the next 12 to 24 months, 62% of senior executives cite AI and machine learning advancements as top investment priorities. Other key areas include data integration and real-time analytics (55%), as well as strengthening security, privacy, and compliance governance (55%).
To turn these strategic priorities into tangible results, businesses are working to unify tools, eliminate data silos, and improve cross-team collaboration. Encouragingly, despite economic uncertainties, marketing budgets are expected to rise throughout 2025, with 30% of senior executives anticipating an increase of more than 10%.
As organizations continue to invest in AI and data-driven strategies, they are positioning themselves to meet evolving customer expectations while maintaining sustainable growth in an increasingly competitive landscape.
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