Adobe AI与B2B旅程中的数字趋势报告

Foreword In thisAdobe AI and Digital Trends in B2B Journeysreport, we explore how B2B organizations are under increased pressureto produce relevant, tailored content across an expanding range of channels. We look at how generative AI is helping B2B marketersincrease productivity and optimize performance. In addition, we examine why B2B organizations have been quick to trial and pilotAI-based tools, but slower to scale and roll out working solutions. Key findings B2B buyers don’t need more content — they need content that’s morerelevant and timely to help them navigate complex purchase decisions. B2B marketing isn’t just a numbers game. To truly engage buyers, content strategies need to be smart, targeted, and curated — becauserelevance wins every time. Buyers are already drowning in content and messages from sales teams, marketing departments, andsolution providers. Content that isn’t timely, relevant, and engaging just won’t attract attention, much less spur action. Despite this, many marketing organizations risk prioritizing volume over value, with 69% of practitioners feeling pressured torapidly increase both the number and variety of digital assets they produce. That mindset will persist in 2025, as Figure 1 shows.While 43% of B2B practitioners are under more pressure to increase the flow of content to meet the needs of different channels andaudiences, just 36% are placing greater focus on optimizing that content for channels and segments. That’s a significant issue for B2Borganizations rolling out new channels such as self-service powered by agentic AI or dynamic chat, where buyers will demand a verydifferent experience as they seek and explore relevant information that applies to their specific use cases. Even fewer organizations (30%) are prioritizing performance insights, such as A/B testing, to improve results. Without those insights,the wrong content can reach the wrong audience — causing them to tune out. The challenge of connecting buyers with the content they need. Much is said about the challenge of marketing to large, distributed buying groups, but less attention is given to the complexity thatbuyers encounter as they navigate sprawling B2B product portfolios, often with little clarity or guidance. Tailoring the customer’s experience is crucial to help buyers find the right content at the right time. Yet many B2B organizationsstill struggle with even basic personalization. Only 36% use data and algorithms to customize web experiences, and just 35% makeproduct recommendations based on past purchases or browsing behavior (Figure 2). Even fewer — only 28% — update offers inreal time based on browsing history. These are key challenges, but they do create a clear opportunity for B2B marketers to stand out by empathizing with buyers andremoving obstacles to buying and choosing the right business products and services. Technologies like generative AI make thispossible by enabling the creation and delivery of tailored content — whether in paid media, email campaigns, or sales outreach —that connects with individual buyers and their organizations. B2B marketers are starting to adopt generative AI for content creation, with 34% using it for copy and 30% for creative content —though, as Figure 3 (below) shows, adoption has yet to be rolled out fully in many organizations. Figure 2: Approaches to personalizing digital content(% of organizations routinely using each approach for personalization) We use data and analytics to predict customer needs by segment and/or persona 42% We use data and algorithms to personalize the website experience 36% We make recommendations based on previous purchase and browsing behavior We use generative AI to craft emails, messages, and other copy 34% We use AI-driven chatbots to deliver real-time customer support 33% We use generative AI to personalize images, infographics, or video content Offers are updated in real time to reflect customers’ most recent browsing and purchase behavior None of these Many organizations have yet to roll out generative AI at scale — yetexecutives are predicting measurable results by the end of 2025. Most B2B marketing organizations are still in the experimental phase with generative AI. According to our survey data, only 38%have rolled out working solutions for marketing and customer experience (CX), but 26% are running pilot programs, and 29% aretesting AI more informally at the team or individual level, leaving a mere 7% of B2B organizations actively avoiding it. The rapid pace of AI adoption is not only expected to continue but to accelerate. Despite many having no working solutions to date,87% of senior executives believe that integrating AI into customer journeys and marketing workflows will deliver measurable returnsby the end of 2025. Scaling AI after adoption, however, remains a challenge. So, what’s holding organizations back? Concerns around ethics, governance, and privacy all play a role, but in our survey