Fifth of large B2B brands have cut agency spend in favour of AI
Two-thirds of B2B marketers say AI is increasing efficiency and productivity, amid cuts to agency spend.
As businesses ramp up their use of artificial intelligence to develop content, creative ideation and market research, some B2B brands are choosing to cut agency spend.
Indeed, 15.2% of the 450 B2B marketers responding to Marketing Week’s 2025 State of B2B Marketing survey have reduced spend on agencies due to their increased use of AI. Just 1.9% of respondents have upped spend on agencies in response to their growing reliance on AI.
Looking at the data by size of company, 17% of marketers in large B2B firms (250 employees or more) have cut agency spend due to their use of AI, while just 2.3% have increased their agency investment.
Similarly, 13.7% of SME marketers have reduced spend on agencies due to their use of AI. Only 1.6% of these smaller firms have increased agency spend as a result.
Nearly two-thirds (65.7%) of the total sample claim using AI has helped them drive general efficiencies, while 65.1% note a productivity boost.
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Almost half of the sample (46.3%) say using artificial intelligence has freed the marketing team up to work on more complex/creative projects, while others note greater speed to market (29.1%) and cost-saving benefits (19.9%).
Some 69.5% of B2B marketers in small businesses claim AI offers a productivity boost, while 64.2% have achieved efficiencies and, to a lesser extent, cost savings (19.5%). Half (50.5%) say use of artificial intelligence has freed marketers up to work on more complex/creative projects, while for 30% using AI has delivered greater speed to market.
B2B marketers in large organisations are also enjoying efficiencies (66.7%) and a general productivity boost (60.2%) thanks to AI. For two-fifths (40.9%), the major upsides to using artificial intelligence are that it frees marketers up to work on more in-depth projects and delivers greater speed to market (28.1%).
Over a fifth (21.1%) of B2B marketers in big corporates claim AI has helped them cut costs.
Contributing factors
While the 2025 State of B2B Marketing respondents no doubt see the benefit of using AI, there is inevitable disruption to contend with.
Just under a tenth (9.1%) of the total sample say introducing AI has reduced the need for junior/entry-level talent, which rises to 11.6% among SMEs. Some 6.4% of marketers in large organisations also agree use of AI has reduced the need for entry-level staff.
Returning to the total sample, 6.1% of marketers claim AI use has driven team restructures, while 5.8% say use of artificial intelligence has contributed to job losses in their business.
Marketers in large B2B companies are more likely than their SME peers to say AI has led to team restructures (8.8%) and job losses (8.2%). Some 3.4% of marketers in small businesses say use of AI is at the root of recent team restructures and job cuts (3.4%).
Marketing Week will be continuing its coverage of the State of B2B Marketing research in the coming weeks.
