When it comes to using AI in B2B marketing, strategy remains a murky area. That’s a key finding from MFS’s “2026 State of AI and B2B Marketing” report, which looks at how marketing leaders are adopting AI—and where they’re still reluctant. Most B2B marketers are embracing AI for what it currently does best: driving execution and efficiency. Roughly 78% primarily view it as a productivity or task engine, and 56% say its greatest value lies in tactical execution. But when the work turns strategic—brand positioning, long-term direction, high-level decisions—confidence drops off. Only 6% of respondents said they trust AI to contribute to positioning, and just 44% feel comfortable relying on it for strategic decision support. As for the tools B2B marketers use most, the usual suspects dominate: ChatGPT, Microsoft Copilot and Google Gemini—platforms many had already experimented with personally before integrating them into professional workflows. The one B2B-focused AI platform that stands out is Salesforce Einstein, cited by 14% of marketing leaders as the most critical AI tool in their stack. Even with lingering doubts about strategy, AI investment in marketing continues to rise. Seventy-one percent of organizations plan to boost their AI budgets in the next year. That suggests the real issue isn’t whether AI has a place in B2B marketing, but how to deploy it with clear objectives, safeguards and genuine strategic value. Fuel up with free marketing insights. Email: See terms. The post B2B marketers trust AI for execution but not…