Forrester Research Inc.'s: The State of AI for Cross-Channel Marketing Hubs

How marketers and martech vendors are driving AI innovation

Forrester Research Inc. examined how marketers are adopting AI and reviewed the AI capabilities that leading marketing platform vendors offer now or have on their roadmaps. The report helps B2C marketers benchmark their AI plans against available functionality and what’s coming next from vendors.

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Why Get the State of AI for Cross-Channel
Marketing Hubs Report?

This research enables you to:

• Benchmark AI adoption across key marketing use cases
• Understand what capabilities vendors offer today vs. what’s still planned
• Make more informed decisions about AI investments, timelines, and vendor roadmaps

AI Adoption by Use Case (Production): What’s Gaining Traction

0%

generating briefs/content

0%

application assistant and search

0%

summarizing customer and/or business Insights

0%

personalizing campaigns

Base: 1042 global B2C marketing decision-makers
Source: Forrester Research, Inc., The State of AI for Cross-Channel Marketing Hubs: How Marketers and Martech Vendors Are Driving AI Innovation, September 17, 2025

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Who This Report Is For

• B2C marketing leaders and CMOs
• Marketing operations and analytics teams
• Digital experience and CX leaders
• MarTech, data, and AI decision-makers

If your team is evaluating AI capabilities inside your marketing stack, The State of AI for Cross–Channel Marketing Hubs report is built for you.

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