Benchmark AI maturity with survey data

AI is now part of the day-to-day for B2B marketing and sales teams. The challenge is that many leaders still aren’t confident they’re using it effectively or consistently. That’s why StudioNorth and MarketLauncher partnered to produce Navigating AI in B2B Growth: The 2025–2026 AI Readiness Report, an annual benchmark to help growth leaders compare progress, spot gaps, and set priorities for 2026.

The Methodology

One of MarketLauncher’s greatest strengths is our ability to capture insights from executives in one-on-one interviews. Voice of Customer (VoC) interviewing has been part of our core offering for the past 25 years. For this report, we captured survey data to show the “what” at scale; our executive interviews then allowed us to probe deeper to uncover the “why” behind the numbers. In candid conversations, leaders shared where AI momentum is real, where confidence is still shaky, and where adoption is stalling, whether because of skills gaps, change readiness, or cross-functional friction.

This report serves as a benchmark that pairs quantitative signals with qualitative truth, helping you make smarter decisions about where to invest, how to enable your teams, and what “AI readiness” should mean within your organization.

“Marketing here is a cost center. So, a top priority is reducing external costs. AI allows us to eliminate roles or reduce freelancer spend, especially for routine tasks. We used to have an offshore team that was keeping our database clean with decision maker moves. We can do that with an AI tool now.”Senior Marketing Executive and Interviewee, 2025/2026 AI ReadinessReport

Report findings summary (what the data + interviews revealed)

• AI adoption is high, but confidence is low. Most leaders report AI is already part of their marketing strategy, yet only a small share feel very confident in how effectively they’re using it.
• Skills are the #1 constraint. The most common barrier to AI adoption is a lack of in-house skills and expertise, as well as budgets, tools, or infrastructure.
• Budget isn’t the main blocker (except where governance is heavy). Only a small portion of respondents cite budget as a top challenge, while interviews suggest that regulated environments can face additional compliance and accountability costs.
• Alignment multiplies results. Organizations reporting stronger marketing and sales alignment also report higher satisfaction with AI outcomes, and shared ownership increases confidence in implementation success.
• Predictive analytics is the clearest value driver. Leaders are putting AI to work first in predictive analytics, with campaign personalization and content creation close behind. It’s a sign they’re moving past using AI just to produce more stuff and toward using it to anticipate what’s coming and coordinate smarter decisions.
• Measurement is lagging behind adoption. Many teams are using AI in at least one workflow, but fewer than half have defined success metrics, creating a gap between activity and impact.
• 2026 points toward orchestration and answer-engine visibility. Leaders expect AI to move from supporting individual workflows to connecting systems, anticipating decisions, and rewarding content structured for clarity (not volume).

FAQ

What is the 2025–2026 AI Readiness Report?

It’s an annual benchmark study co-authored by StudioNorth and MarketLauncher that explores how B2B marketing and sales leaders are adopting AI, where maturity is progressing, and what will matter most in 2026.

How was the research conducted?

The study combines a quantitative survey of senior marketing and sales leaders with executive interviews that add context, nuance, and real-world interpretation.

Which industries are represented in the benchmark?

Participants span technology, healthcare, financial services, manufacturing, professional services, public sector/education, and other sectors (including energy, transportation, and retail).

What’s the biggest barrier to AI adoption in B2B marketing and sales?
The #1 hurdle is still a lack of in-house skills and expertise. After that, leaders mention budget, infrastructure, and trust, often in that order.

If budget isn’t the main barrier, what is?
Human readiness. Teams need time to learn, the right support to build skills, and a clear change plan. Without that, AI stays stuck in pilot mode.

What are the top AI use cases creating value right now?
Predictive analytics is leading the pack, with campaign personalization and content creation right behind it. Asset management and visual creation are gaining traction, too.

Why does Voice of Customer research matter in an AI readiness study?
Because interviews explain what the data can’t. VoC conversations surface the beliefs, concerns, and internal dynamics that drive adoption speed or stall it. And as a neutral third party, MarketLauncher has unfiltered high-level conversations with executives.

What does “AI maturity” mean in this report?
It’s not about how many tools someone has. It’s the shift from experimenting to integrating, building real confidence, and getting to the point where AI supports growth as a coordinated system rather than a collection of one-off tests.

What should marketing and sales leaders do first to improve AI readiness in 2026?
Start practical: pick the use cases that matter most, train teams inside real workflows, align marketing and sales on shared signals, and define success metrics early so adoption turns into measurable impact.

How should teams measure AI success (beyond “we’re using it”)?

Many teams lack defined metrics. Strong starting points include time saved in workflows, lift in targeting and personalization performance, speed-to-market improvements, and measurable gains in sales enablement effectiveness.