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StudioNorth, in partnership with MarketLauncher, has released Navigating AI in B2B Growth: The AI Readiness Report 2025-2026, a benchmark study highlighting the gap between widespread AI adoption and limited confidence in effective use among B2B marketing and revenue leaders.
StudioNorth and MarketLauncher have jointly released Navigating AI in B2B Growth: The AI Readiness Report 2025-2026. This research examines how B2B marketing and revenue leaders are adopting AI and identifies key challenges in scaling its impact with confidence. The study is based on insights from senior growth executives at over 60 B2B organizations across multiple industries, including technology, healthcare, financial services, manufacturing, and professional services.
While AI adoption is widespread, confidence in its effective application remains low. Eighty-eight percent of B2B leaders indicate that AI is integrated into their marketing strategy, but only 21 percent express strong confidence in using it well. The core issue is not access to AI tools but organizational readiness.
“AI adoption is widespread,” said Caroline DeVore, Executive Director of Growth and Innovation at StudioNorth. “What’s emerging now is a readiness gap that separates experimentation from real impact.”
The report focuses on readiness through a growth execution perspective, analyzing cultural, organizational, and operational factors essential for sustained AI-driven results.
Skills gaps represent the biggest obstacle to scaling AI, with 68 percent of leaders citing lack of in-house expertise compared to just 14 percent mentioning budget limitations. Organizations demonstrating strong alignment between marketing and sales teams report significantly higher satisfaction with AI-driven outcomes.
AI priorities are evolving beyond basic content generation. Leaders are increasingly leveraging predictive analytics, sales enablement, and workflow integration to drive greater strategic value.
“What we heard consistently from leaders is they are focused on what’s possible,” said Stephanie Kargel, Director of Growth at MarketLauncher. “The challenge is doing it at scale, with governance, shared language, and trust across teams. This report dives into where the executives we spoke with are now and where they are focused next.”
The report introduces a five-stage AI maturity model tailored to B2B growth contexts. It benchmarks readiness across industries and delivers actionable recommendations for leaders transitioning from early experimentation to mature, execution-focused AI strategies.
About StudioNorth
StudioNorth is a strategic B2B growth partner that helps organizations turn strategy into outcomes. We work with revenue teams to align insight, storytelling, and intelligent systems, improving decision-making, focus, and performance.
About MarketLauncher
MarketLauncher is a data-driven revenue growth partner for B2B companies. We specialize in sales development and market intelligence insights, win-loss analysis, and market research.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.