AI Skills Gap in B2B Marketing
According to Marketing Week's 2025 State of B2B Marketing research, three-quarters of B2B marketers have seen a significant increase in focus on artificial intelligence over the past year.
The research, which surveyed 450 respondents, found that 75.9% of marketers reported an increased focus on AI, with 77.6% of SMEs and 74% of large corporates following this trend.
- 51.5% of marketers reported an AI skills gap in their department.
- 45.7% of B2B marketers in SMEs and 58.6% in large organisations highlighted this issue.
Could B2B brands run into problems when AI capabilities outpace the marketing skillset?
The AI skills gap is a greater concern for B2B marketers than a lack of data and analytics expertise or understanding of martech.
Author's summary: B2B marketers face AI skills gap challenges.