B2B Marketers Want AI, but Worry How to Integrate It - eMarketer

As businesses come to terms with tapping into artificial intelligence (AI) to improve operations, one key concern for B2B marketers is how it will be integrated effectively. In November, Demandbase and Wakefield Research, polled 500 B2B marketers in the US about their thoughts on AI. Findings showed that 60% of respondents said that linking AI with their existing technology could be problematic. Other potential obstacles the marketers cited included educating staff (54%), deciphering results (46%) and a potentially high price tag (42%). Yet, despite these barriers to adoption, most B2B marketers are confident that the technology will be useful. The same survey found that more than 75% of respondents said they were at least confident about adding AI to their marketing and sales efforts.