3 stats B2B marketers must know about GenAI risk

What Forrester’s 2025 report reveals about brand risk in the age of AI-generated content

Forrester’s 2025 report reveals how GenAI is transforming B2B marketing. This blog unpacks three key stats—from full-scale adoption to legal risk perceptions—and what they mean for brand safety, content governance, and the future of AI-enabled creative teams.

Looking for data on GenAI adoption in B2B marketing? Start here.

Generative AI is no longer an emerging trend — it’s reshaping how marketing teams create, personalize, and scale visual content. But behind the productivity gains lies a growing concern: generative AI brand risk.

In a recent study, The State of Generative AI for Visual Content, 2025, Forrester explored how enterprises are adopting GenAI tools — and what risks are emerging as these technologies scale.

Here are three surprising stats from the report that every B2B marketer should see.

Is GenAI still experimental?
Not for 43% of teams already in full production

Stat 1: 43% of GenAI leaders are in full production mode

In Forrester’s Q2 2024 AI Pulse Survey, nearly half of decision-makers said their teams are now in full production mode — not just testing, but actively using GenAI to deliver visual content for customer-facing campaigns.

This is a major shift. GenAI isn’t a pilot program anymore — it’s embedded in daily workflows.

B2B marketing teams are using AI tools to generate branded visuals, localize assets, and automate content creation at scale. But with that comes brand exposure risk — inconsistent outputs, design drift, or unauthorized content reuse. Without clear governance, GenAI becomes a liability.

Wondering how B2B brands are using GenAI for video? Here’s the real trend

Stat 2: 36% of B2B brands use GenAI for video content

From product walkthroughs to explainers and thought leadership clips, AI-generated video is now in the mainstream. Platforms like Runway and Synthesia are making scalable video creation accessible to lean teams — especially in tech, manufacturing, and financial services.

But here’s the challenge: AI video tools can bypass traditional review processes — increasing the chance of brand inconsistency, noncompliance, or misinformation.

As teams scale video with GenAI, brand governance and content compliance must evolve in parallel to keep creative output aligned with brand values and legal standards.

Is legal risk still holding GenAI back? Most brands say no

Stat 3: Only 24% of B2C leaders cite legal risk as a barrier

While regulatory and legal challenges are often assumed to be the biggest blockers to GenAI adoption, Forrester’s report reveals that only one in four B2C marketing executives see it that way.

This suggests two things:

1. Platforms like Adobe Firefly and Google Imagen are earning trust by training on licensed datasets.
2. Legal frameworks are maturing — but enforcement and standards still vary by region.

For B2B marketers, this is a green light to move forward — but with built-in AI guardrails to mitigate brand risk.

From copyright to misinformation to responsible AI use, proactively managing generative AI brand risk will define which companies move fast — and which move smart.

Leading a marketing team? Here’s how to act on these GenAI insights

The takeaway? Generative AI is not the risk. Unmanaged use of it is.

B2B brands embracing GenAI must rethink not only production workflows but also how they safeguard brand equity. That means:

• Setting up review layers for GenAI outputs
• Integrating digital asset management with AI tools
• Defining brand-approved templates and prompt libraries
• Building governance around AI use in visual content

FAQ – GenAI + Brand Risk