The Adoption of ChatGPT in B2B Marketing: A Study Reveals

Artificial Intelligence (AI) technologies, specifically tools like ChatGPT, are making a significant impact on the practices and interactions of B2B marketers with their clients. Despite the advantages of these tools, understanding their use and exploiting their full potential remains limited. A recent study by Infopro Digital Etudes, a French market research institute dedicated to B2B, sheds light on this topic.

The Study: ChatGPT Usage Among B2B Marketers

The study, published on July 5th, explores the adoption of ChatGPT by B2B marketers. It reveals that 59% of respondents are already using ChatGPT, and an additional 14% are ready to start using it. Marion Cousin, Director of Infopro Digital Etudes, explains, “We wanted to understand not only if and how marketers use ChatGPT, but also their sentiments towards this technology. Do they trust it? Does it meet their needs? Why do they choose to use it or not?

Findings: Current Usage and Future Plans

According to the study, 59% of professionals already use ChatGPT in their daily work, and 14% plan to use it. While confidence in this technology is relative among respondents, most users are satisfied with the solution. The results offer valuable insights into the usage of ChatGPT in B2B marketing, highlighting both the widespread adoption of the technology and the level of user satisfaction.

Survey Details and Respondents’ Views

The online survey, conducted from June 21st to June 28th, received responses from 366 B2B marketing professionals. A quarter of the respondents do not plan to use ChatGPT. When asked about the reasons for this decision, 52% declared a lack of confidence in the tool’s effectiveness, 34% did not see what it could offer them, and 8% feared it might replace their job.

Main Uses of ChatGPT in Work

The 215 users of ChatGPT primarily use it for content writing (84%) and information search (63%). Only 17% use it for data processing, 16% for sales support, and 4% for lead generation. The most used features of ChatGPT are writing (86%), conversation (38%), and translation (33%). Users express a high satisfaction rate of 90%, but their intention to recommend ChatGPT is moderate with a Net Promoter Score (NPS) of 11.

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