AI Is Reshaping B2B Brand And Communications Investments

AI is changing how B2B brand and communications teams invest, operate, and prioritize work. As companies look for practical ways to apply AI across marketing, leaders are reevaluating program investments, talent needs, and the capabilities required to drive growth. Forrester’s Brand and Communications Survey, 2026 reveals a more deliberate approach to these decisions, particularly in areas tied to digital engagement, brand visibility, and influence.