Creative roles diminish in B2B marketing budgets as content creation automates

Forrester‘s latest survey reveals that B2B marketers are strategically cutting brand and communications budgets as generative AI enables more efficient content production and economic uncertainty drives conservative spending. The research shows a notable decline in planned investments for digital programs and creative services, with companies redirecting resources toward brand management as genAI automates traditional marketing workflows.

What you should know: Economic pressures and AI adoption are fundamentally reshaping how B2B companies allocate marketing resources in 2025.

• Website and digital program investment expectations dropped from 64% to 60% of marketers, despite remaining a top priority for increased investment.
• Content and creative services saw an even steeper decline, with only 44% of marketers planning increased investments compared to 53% previously.
• Brand management bucked the trend, rising from 42% to 52% of marketers expecting increased investment.

The AI efficiency factor: GenAI tools are enabling marketing teams to accomplish more with smaller budgets and fewer staff members.

• Automated content generation at scale is reducing the need for traditional creative workflows and larger creative teams.
• The technology is accelerating production timelines while limiting the necessity for additional program investments.
• Content and creative services headcount expectations declined by 10 percentage points, reflecting growing reliance on AI-powered solutions.

In plain English: Generative AI (genAI) refers to artificial intelligence tools that can automatically create content like text, images, and videos based on simple prompts. Think of it as having a tireless assistant that can write marketing copy, design graphics, or produce social media posts in minutes rather than hours—allowing smaller teams to produce the same amount of work that previously required more people and bigger budgets.

Strategic rebalancing: Companies are prioritizing brand consistency and control as they bring more work in-house.

• The increased focus on brand management signals a renewed emphasis on differentiation through brand development and consistency.
• Marketers are ensuring brands are “brought to life in a compelling and reinforcing way across all digital and physical touchpoints.”
• This shift represents a move toward building long-term brand value and trust in an uncertain market environment.

Why this matters: The survey data indicates B2B marketers are adopting a more selective, strategic approach to communications investments rather than broad-based spending increases.

• Companies are leveraging AI efficiencies to free up resources for higher-value brand-building activities.
• The conservative headcount approach reflects economic uncertainty, as program investments with agency partners offer more flexibility than permanent employees.
• This trend suggests a fundamental shift in how marketing departments structure their operations and allocate resources in an AI-enabled environment.