CMI's 2025 B2B research found that marketers expected investment to rise in AI for content optimization and performance, as well as AI for content creation. Those percentages describe budget expectations, not verified returns or a recommendation to replace editorial judgment.
Reported investment table
| Planned investment area | B2B result for 2025 | Control to add |
|---|---|---|
| AI for content optimization and performance | 40% | Define the metric and approval owner |
| AI for content creation | 39% | Require source review and human editing |
| Video | 61% | Tie format choice to audience behavior |
| Thought leadership | 52% | Assign subject-matter accountability |
| Paid advertising | 40% | Connect spend to qualified outcomes |
Source: CMI B2B Content Marketing Benchmarks, published October 9, 2024 and accessed August 5, 2026.
A safe AI content workflow
Use AI for bounded tasks: outlining alternatives, classifying existing material, finding missing internal links, or producing a first-pass summary from approved sources. Keep research selection, factual verification, claims, audience promise, and final publish approval with named humans.
Log the source URL and retrieval date for every statistic. Ask the reviewer to check sample, fielding period, geography, and definition. Do not turn a survey response into a universal benchmark.
The SEO refresh brief helps define the input and output. A content scheduling VA can run source logs and QA queues while the Content Lead approves substantive changes.
Methodology and limits
The B2B study surveyed 1,186 global respondents, including 980 B2B marketers, in June through August 2024. The investment figures describe what respondents expected for 2025 and do not measure realized spending or impact.
Frequently asked questions
Should AI-written articles publish automatically?
No. Automated drafting is not automated verification. Use a content gate for sources, structure, links, metadata, and factual claims.
What is the best first AI use case?
Choose a repetitive task with a clear output and low downside, then measure time saved and review defects.
How should AI content ROI be measured?
Compare production time, revision rate, search and conversion outcomes, and source-quality defects against a documented baseline.
Related Research
Sources
- Content Marketing Institute, 2025 B2B Content Marketing Benchmarks: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research-2025