13 CHAPTER 4 AI, VR, and AR Offer Innovative Engagement Opportunities B2B marketers are increasingly adopting AI to power Business buyers who expect personalized, the personalized, “Amazon-like” customer experiences “Amazon-like” customer experiences now expected by business buyers. 69% B2B marketers who are using AI in 2018 In the past year, AI usage amongst B2B marketers has 30% grown 23%. The majority of these marketers are using AI within their marketing platforms to optimize mid- B2B marketers who were using AI in 2017* cycle engagement. 24% *Note: 2017 data is based on responses of “currently use extensively” on a four- point scale, whereas 2018 data is based on responses of “currently use” on a More than 20% of marketing three-point scale. platforms will use AI to optimize Data Sources mid-cycle engagement. Forrester Predictions 2019: B2B Marketing And Sales, October 2018 Connected Customer State of Marketing