StackAdapt Research: 77% of B2B Marketers Find AI Scrutiny in RFPs Inadequate

New research from StackAdapt and Ledger Bennett found 77% of B2B marketers believe AI-related questions are not asked rigorously enough during vendor evaluations, according to Demand Gen Report.

Survey Scope and Methodology

The report was produced in partnership with NewtonX and surveyed 426 marketers across the US, UK, and APAC regions including Australia, Singapore, Thailand, and Indonesia. AI ranks as a top factor in vendor selection. Over 60% of marketers say their RFP process cannot separate meaningful AI capabilities from marketing hype.

AI Evaluation Practices

Only 23% of the B2B marketers surveyed assess AI using defined evaluation criteria. The research shows 77% of respondents view current AI questions in RFPs as insufficiently rigorous.

Cross-Channel Measurement and Platform Operations

63% cannot effectively measure cross-channel performance despite having clear KPIs, according to Demand Gen Report. 76% manage six or more platforms. 59% manually combine reporting data. None have access to a fully unified reporting system.

Industry Response on RFP Modernization

The findings point to a disconnect between vendor selection processes and how marketing success is measured. The report highlights the need for standardized frameworks to evaluate AI benefits and unify measurement across channels, according to Demand Gen Report.