In a research summary published on 29 September, Forrester analyst Ian Bruce reports that 55% of organisations in its research use AI in production for advertising and media buying. He also reports that 50% of marketing decision-makers say AI often gives incorrect information with excessive confidence.
Based on Forrester ·
Read the scope with the statistic
These are Forrester’s reported findings. The public post does not set out the sample size, fieldwork dates or geographic breakdown for those figures. They should not be read as a precise estimate for every European marketing team.
Measure the whole task
Our practical reading is to include fact-checking, revisions and approval in an AI trial. For a campaign brief, log the time from the initial request to a version the team can actually use. Then ask the recipient which parts improved and which still needed explanation.
Choose one recurring marketing task and measure the time to an accepted result, including review. Use that record when deciding whether to expand the workflow.
Sources
- Forrester’s update on AI adoption in B2B marketing
Forrester · Research ·
Written with AI assistance from the sources above. The marketing perspective and next move are our interpretation. Our editorial approach.
