What's up everyone! Welcome to the ForgeX Files, our weekly newsletter.

This is where we’ll share our latest research, insights and benchmarks around all things ABM, AI and GTM.

If you haven’t already joined our private community → Apply here ($0).

There are two questions every ABM and GTM leader is asking themselves right now.

Where should I be applying AI in order to:

In our latest 2026 AI and ABM Benchmark Report, we broke down how 189 B2B marketers are applying AI across channels and where it is driving cost efficiency versus actual bottom-line impact.

In this week’s ForgeX File, we are going to walk through some of the results.

Propensity → is an AI-powered lifecycle marketing platform for personalized B2B orchestration.

Folloze → AI can draft your ABM campaign in an hour. Folloze deploys it live, per account.

On average, High Performers apply AI across 3.7 channels and all Others across 2.4.

The top 3 channels that marketing teams are adopting AI inside the most include:

We then wanted to segment out how High Performers Others, the two groups have adopted AI almost i in the high-volume tactics and then split apart in the ones that require more sophisticated orchestration.

Here is how AI adoption breaks down across these groups.

In email and digital ads, where AI is a feature you can switch on inside a platform you already own, the two groups are essentially even.

This is not surprising given that research and copywriting are both the top 2 highest reported AI use cases.

The gap significantly widens in personalized landing pages, executive engagement, in-person events, and direct mail.

The second thing leaders keep asking is whether AI is actually improving results in these channels or just cutting the cost of running them. The benchmark study measured both separately, rating AI's effect on business impact (engagement, conversion, pipeline) against its effect on cost efficiency (spend, hours, production time).

When we look at the data, the two diverge in a way that tracks almost perfectly with how high-touch the channel is.

In the high-volume channels, cost efficiency runs well ahead of business impact:

Across this group AI is buying back time and budget rather than producing pipeline.

In the relationship-driven channels, this reverses:

Here AI is raising the quality of the engagement itself.

In these channels, AI is not primarily reducing costs or saving time. Rather, it’s helping teams execute more relevant, personalized interactions that improve business outcomes.

Join us as we reveal the key findings from the report and share what the highest-performing teams are doing differently to drive better results with AI.

In this session, you’ll learn:

We’re researching how GTM teams predict and prioritize where focus drives outcomes.

The findings will inform an upcoming ForgeX report on best practices, operational foundations, and where AI fits in.

All of our research, benchmarks and frameworks in one place. The ForgeX gives you access to 75+ proprietary resources, monthly exclusive workshops, and a private community of ABM leaders going deeper on real challenges.

Join our Slack community to stay connected between newsletters.

New episodes bring in the ABM and GTM leaders shaping how account-based strategy gets built and run. Subscribe to catch them as they release, and stream the full back catalog any time.

ForgeX is a B2B analyst firm specializing in Account-Based GTM and AI. We publish the research that sets industry benchmarks and advise the teams putting it into practice.

For teams building or maturing their ABM programs.

For teams embedding AI across their AVM programs.

For ABM and GTM leaders, network with +1000 of your peers and access ForgeX research.

Have an awesome rest of the week all!

Davis