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# European Marketers Stuck in AI Efficiency, Missing Growth Opportunity
- URL: https://adjacent.media/signals/european-marketers-stuck-in-ai-efficiency-missing-growth-opportunity/
- Published: 2026-07-10T16:12:10.000Z
- Updated: 2026-07-10T16:12:10.000Z
- Description: Forrester found a gap between what European marketers say they want from AI and what they’re actually doing with it. They’re using AI mainly to cut costs and speed up existing work. Competitors—likely from the US and Asia—are using AI to build new offerings and reshape what customers can buy.
- Author: Jonathan Greene
- Tags: #signal, theme-brand, marketing strategy, ai adoption, customer experience

Source: [Featured Blogs - Forrester](https://www.forrester.com/blogs/european-marketers-are-playing-it-safe-with-ai-thats-the-problem/?ref=adjacent.media)

Forrester found a gap between what European marketers say they want from AI and what they're actually doing with it. They're using AI mainly to cut costs and speed up existing work. Competitors—likely from the US and Asia—are using AI to build new offerings and reshape what customers can buy. European firms are optimizing processes; others are building capabilities.