Key stat: 60% of US B2B marketers plan to boost spending on AI tools and on social media advertising in 2025, per November 2024 data from Madison Logic and The Harris Poll.

Beyond the chart:

• The equal focus on AI and social media suggests marketers are prioritizing both advanced analytics and direct audience connection.
• This year, 14.6% of people in the US will use generative AI at work, up 36.3% YoY, per our June 2024 forecast.

Use this chart: Marketing leaders can align their 2025 B2B strategies by integrating AI tools for data-driven decision-making and automation, expanding social ad campaigns to capture attention in crowded feeds, and diversifying content with video and podcasts to boost engagement across platforms.

Related EMARKETER reports:

• Generative AI for Media Sellers (EMARKETER subscription required)
• Creator Economy Trends to Watch in 2025 (EMARKETER subscription required)

Methodology: Data is from the December 2024 Madison Logic survey conducted by The Harris Poll as cited in press release. 304 US adults ages 21+ were surveyed during November 7-13, 2024. Respondents were employed full-time as marketing, advertising, communications, public relations, or social media decision-makers at their current company. Margin of error is +/-5.7 percentage points at the 95% confidence level.