Most marketing leaders will tell you their team is using AI. But there’s a difference between a team that uses AI and a team that’s getting better at it together and sharing their progress.
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Our 2026 State of AI for Business Report surveyed more than 2,100 business professionals, including nearly a third who are marketers and 84% who work for B2B organizations.
Respondents said 41% of their organizations describe their AI momentum as inconsistent or siloed. More than half of individual professionals have moved past experimentation, yet their organizations haven’t caught up.
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The 2026 State of AI for Business Report surveyed more than 2,100 professionals, 84% of whom work at B2B organizations and about a third of whom are marketers. This makes this one of the most relevant datasets for B2B professionals trying to understand where AI is taking their profession.
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Marketers, take note: New research using 2.7 million data points from the 2026 Winter Olympics revealed how AI systems form and preserve narratives about brands, athletes, and organizations.
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Most marketers have a transactional relationship with AI, A. Lee Judge says. They put in a request. They get out an asset. They edit it until it sounds like their voice or their brand’s. Then, they repeat.
But Judge, founder of B2B content marketing and production company Content Monsta, explains AI isn’t meant to replace human content creators; it’s meant to elevate them.
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New research from SmarterX surfaced not just where B2B marketers are in their AI journey but how they feel about it.
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We had a campaign we wanted to get in front of the right people. The problem was familiar: We had a targeted list of business leaders we genuinely thought would benefit from what we were promoting, but no clean process for actually reaching them at scale. And we didn’t have enough time to do it the slow way [read: without AI].
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Corporate America is starting to ration AI, and it’s affecting marketing teams. Axios and The Wall Street Journal report that some enterprises have burned through their entire annual AI budget in just a few months. Others have watched AI spending double or triple with little warning.
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Our 2026 State of AI for Business Report surveyed more than 2,100 business professionals — 86% of whom are B2B marketers — and asked what AI training they want most.
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There’s a moment in every technology cycle when a tool stops being a competitive edge and starts becoming essential to work. For AI in B2B marketing, that time has arrived.
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