B2B Marketers Betting Big On AI, But Investing In Controlled Channels As Well

Almost half (45%) of B2B marketers are making AI marketing tools their top investment this year, according to recent research on 2026 trends by Content Marketing Institute.

And while AI is surely the headline of 2026 — just as it was in 2025 — there’s more to the full marketing story.

  (Source: Content Marketing Institute)

“AI tools lead at 45%, but events and experiential marketing (33%) and owned media (32%) are right behind,” writes Robert Rose. “That’s good news: After years of underinvestment, marketers are finally putting weight behind the channels they control — the events, communities, and content platforms that build long-term trust.”

Almost 9 in 10 (89%) are using AI tools for content creation purposes, such as generating or optimizing copy. More than half (53%) are using them for generating and editing visual assets, and 41% are using them for SEO optimization.

“Marketers experiment with AI strategy while barreling ahead with AI production,” Rose writes. “The impact tracks with that split. The big wins? Productivity and operational efficiency. You’re faster. You’re leaner. You’re producing more. But looking at the deeper measures — creativity, content quality, and performance — the numbers drop. In fact, 12% say the quality of their content decreased with AI.”

Throughout its report on 2026 trends, Content Marketing Institute referred to AI being oxygen which all marketers are breathing. And while oxygen’s place as a building block is undeniable, Rose is quick to remind marketers who uses it best.

“AI may be the oxygen in the room, but it’s your people, your processes, and your portfolio of experiences that form the lungs,” Rose writes. “Exercise those well, and you won’t just ride the trend — you’ll have the endurance to outlast it.”

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