We can assume about two-thirds of marketers are using AI for content creation. But when will other applications catch on?
Despite powerful capabilities in other areas, the most popular application of AI for marketers appears to be content generation.
The AI+ABM Inflection Point report (registration required) from Demandbase and ForgeX found two-thirds of the marketers surveyed used AI for copywriting to support their account-based marketing (ABM) efforts. Fewer than half of the marketers surveyed used AI for its analysis and predictive capabilities.
The Demandbase report also found the the greatest barrier to AI in ABM today is not a lack of interest, but a lack of readiness among marketing teams.
While the report found 91% of B2B marketers say their companies have adopted AI in some form to support their ABM efforts, only 52% are satisfied with their progress and just 19% have a formal AI roadmap.
The 2025 State of Your Stack Survey (no registration required) came to a similar conclusion about AI usage among marketers. It found AI-powered content generation was the top AI use case over the next 12–24 months among marketers and marketing operations professionals.
The State of Your Stack Survey found higher rates of AI use for analytics and personalization, perhaps because it looks ahead up to two years and marketers think they’ll expand their use of AI in that time.
The post Content generation outpaces other applications of AI for marketers appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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