The global marketing technology market is growing faster than most marketing teams can absorb. A Forrester forecast indicates that MarTech software spending will exceed $215 billion by 2027, representing an annual growth rate of more than 13 per cent.
In the background of this expansion, however, is the revolution of generative artificial intelligence, which has been firmly established in marketing for the past two years. AI tools make it possible to write texts, analyse data or automate processes on a scale that was previously difficult to think about.
And yet, practice shows that marketers – especially in the B2B sector – use this potential to a surprisingly narrow extent.
Market in acceleration phase
According to Forrester, six key categories are driving MarTech growth today: empirical data insights, marketing automation, asset management, performance monitoring, customer analytics and data management.
In each of these, the role of artificial intelligence is steadily growing. AI is becoming an integrating layer that is giving tools entirely new capabilities. In theory, therefore, the market should already be shifting towards increasingly complex implementations.
Meanwhile, research shows the opposite – companies are investing, but mainly using the simplest functions.
AI in B2B marketing: content over processes
Data from the Spanish MarTech 360 Observatory survey shows the actual use of generative artificial intelligence by B2B marketers. The most frequently indicated function is the creation of blog content.
Nearly a quarter of the managers surveyed place this area as an absolute priority. Sourcing creative ideas and suggestions comes next, with almost a fifth of respondents treating AI as a source of inspiration for campaigns.
Short text forms such as advertising slogans, headlines or translations are also popular.
By contrast, the functions that have become emblematic of artificial intelligence in the consumer world: image generation or video are much less frequently used. Only a small percentage of marketers consider them a priority.
Even less importance is given to chatbots, report analysis or campaign automation. As a result, AI acts primarily as a creative assistant, rather than taking responsibility for processes that could actually relieve the burden and save time for teams.
The productivity paradox
It is particularly surprising that many respondents point to lack of time and resources as a major challenge at work, while overlooking applications that could solve this problem. Automating campaigns, generating reports or preparing presentations are still at the bottom of the priority list.
The reasons for this approach can be found in several places. Firstly, simple applications – such as text writing – require virtually no technological integration or specialised knowledge. Any marketer is able to run the tool and see the effect in a few minutes.
More advanced implementations involve linking AI to CRM systems, email platforms or analytical tools. This means additional costs and the need for new competences. Secondly, in strategic areas, there is the fear of losing control.
Creative content can always be corrected manually, but automated decisions on budgets or reporting carry a greater risk of error. Not surprisingly, organisations are treating AI as a helper rather than a process manager.
Implications for suppliers
From the point of view of software providers, it is a market full of opportunities, but also challenges. Companies buy tools, but often use them to only a fraction of their potential.
This means pressure on manufacturers to prove the practical value of AI not only in the area of creativity, but also in optimising costs and increasing efficiency.
AI integrators and consultancies can benefit from this situation. If marketers cannot implement AI into processes themselves, they will look for partners to help them do so.
Education and implementation competence can become as much a part of the market as the software itself.
Lessons for CIOs and CMOs
Marketing and technology leaders today need to ask themselves whether the use of AI is limited to content production or actually supports the entire organisation. Blogs and slogans improve visibility but do not change the rules of the game.
It is only by integrating AI with campaign automation, CRM systems or analytics that there is a chance to truly scale operations. Without such an approach, AI will remain a gadget, not a strategic tool.
It is also worth remembering that the AI market is developing rapidly. Companies that today treat it purely as a text generator may wake up in a few years’ time feeling that the competition has overtaken them in managing the entire marketing cycle.
On the other hand, those who dare to experiment with more complex applications may gain an advantage that is difficult to catch up with.
Who will seize the opportunity?
The history of new technology adoption shows that the first wave always focuses on easy and impactful applications. This was the case with social media, which was initially used mainly to build fanpages and only in time became a key channel for sales and customer service.
Generative AI is at exactly this stage in B2B marketing today. Organisations see it as a helper in their day-to-day work, but do not yet see it as a foundation for strategy.
The coming years will determine who stays with simple applications and who learns to treat AI as a tool to manage processes, optimise costs and make better use of data.
MarTech is growing at an impressive rate, and artificial intelligence is becoming its loudest element. However, the data shows clearly: in 2025, B2B marketing still uses AI mainly in the role of creative assistant.
The real advantage will be gained by those who dare to shift the focus to areas that are more challenging, but also more strategic. In a world where budgets are growing slower than expectations, it is the ability to use AI for automation and analytics that will determine who will lead and who will be left behind.
