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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Kevin Roose is an award-winning technology columnist for The New York Times and the best-selling author of three books, “Futureproof,” “Young Money,” and “The Unlikely Disciple.” His column, The Shift, examines the intersection of tech, business, and culture.hing right now: scale AI across teams, accelerate adoption, and show measurable results.

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Every leader trying to navigate AI faces a similar challenge: How to keep pace with a technology moving faster than our institutions, our policies, and our economic framework.

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Every marketing and AI leader is being asked to do the same thing right now: scale AI across teams, accelerate adoption, and show measurable results.

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New AI tools launch constantly. Most agencies don’t have time to test even a fraction of them.

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