AI Is Reshaping B2B Brand And Communications Investments

2026-07-15 · Source: Featured Blogs - Forrester · Field: Business & Management — Marketing, Branding & Advertising, Corporate Strategy & Leadership · Depth: Intermediate, quick

Summary

AI is significantly reshaping B2B brand and communications investments, according to Forrester's 2026 Brand And Communications Survey. This shift is driven by AI's dual impact on marketing execution and evolving buyer behavior, where buyers increasingly rely on AI-powered tools for discovery and evaluation. Consequently, leaders are reallocating program budgets, with strongest growth expected in website and digital programs, influencer relations, and social media to enhance brand visibility and influence in AI-driven discovery environments. While overall headcount changes remain modest, there's a notable shift in talent mix: hiring is prioritized for website/digital, social media, and content roles, while creative services and content production anticipate reductions due to generative AI. The strategic focus is on building new capabilities rather than just efficiency, often involving specialized agency expertise to operationalize AI and redesign workflows.

Key takeaway

For B2B brand and communications leaders reevaluating your investment and talent strategies, prioritize reallocating budgets towards digital engagement, website programs, influencer relations, and social media to enhance visibility in AI-powered discovery environments. Focus your talent development on new capabilities rather than just efficiency, investing in roles that support digital influence. Consider partnering with agencies offering specialized AI expertise to operationalize new workflows and improve measurement, ensuring your organization remains competitive as AI reshapes buyer journeys.

Key insights

AI is reallocating B2B brand and communications investments towards digital visibility and influence, shifting talent needs from efficiency to new capabilities.

Principles

• Buyers increasingly use AI-powered discovery tools.
• AI shifts marketing execution and talent needs.
• Focus on capability development, not just efficiency.

In practice

• Invest in website, digital, social media programs.
• Prioritize hiring for digital engagement roles.
• Seek agency partners for AI operationalization.

Topics

• B2B Marketing
• AI in Marketing
• Brand Communications
• Digital Engagement
• Influencer Relations
• Marketing Budget Reallocation
• Workforce Planning

Best for: Marketing Professional, Executive, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.