A new industry report shows that 45% of B2B marketers intend to increase spending on AI powered marketing tools in 2026. This places AI investments at the top of next year’s priority list, ahead of content development, media budgets and marketing infrastructure. The findings reflect the growing influence of AI across every stage of the B2B buyer journey.
Rising AI Adoption Across B2B Organizations
Recent data from McKinsey shows that 88% of organizations now use AI in at least one business function, rising from 78% the previous year. Adoption is strongest in marketing and sales, where teams are using AI for automated content creation, customer segmentation, performance analytics and personalization.
HubSpot’s State of AI report shows similar momentum, with teams reporting faster workflows and stronger data insights after integrating AI tools.
Why AI Spending Is Accelerating
Marketers see AI as a competitive advantage. It improves speed, efficiency and targeting accuracy. AI supported teams report meaningful productivity gains, especially in content operations and data analysis. But analysts caution that AI is most effective as an enhancer, not a replacement. The strongest results come from combining human direction with AI automation, not from relying on AI to make strategic decisions.
A Strong Technical Foundation Is Now Essential
As AI spending rises, companies face a new challenge. AI powered insights, content models and personalization engines only work well when a website is structured correctly. This makes a technical website audit for better AI visibility a strategic priority, not a supporting task.
A technical audit identifies broken schema, crawl barriers, poor page hierarchy and metadata gaps that disrupt how AI systems interpret content. Fixing these issues ensures AI tools can extract accurate signals and deliver consistent results.
Anatolii Ulitovskyi, CEO at UNmiss says: “AI is becoming the backbone of B2B marketing. But tools do not deliver value if the underlying website is weak. A complete website audit is the first and most important step for any company that wants AI investments to produce real visibility and long term growth.”
