Wednesday Wisdom: Half In, Half Out - AI Budgeting Report

saraboostani

There’s no shortage of talk about AI. And with the rise of generative tools, it’s moved quickly from “wouldn't it be cool if…” to functional reality—changing how teams produce, personalize, and scale. But as expectations rise, the picture around who’s budgeting for it is more measured.

Our latest research shows that just over half of B2B marketing teams have allocated budget for AI in 2025. And for half of those, the money is being carved out of other programs.

The capabilities being funded are tied to specific use cases: content creation tops the list, followed by predictive modeling to identify buyers. AI has largely moved beyond open-ended experimentation—96% of the organizations we surveyed are investing in defined, functional applications.

As AI becomes more deeply embedded in marketing infrastructure, the gap between teams that can scale with it and those that can’t is likely to widen. Our new research tracks how that shift is unfolding—and what it may mean for marketing execution in the year ahead. I’m curious to see where budgets stand a year from now.

The 2025 Science of B2B Report on Marketer Attitudes and Investment in AI

@Kerry