AI in B2B – brilliance or bull?

AI in B2B – brilliance or bull?

Sorry – it’s another AI blog. But we’re not sorry about what we uncover. It feels like there’s been so much to talk about with AI and its impact on B2B marketing, but with very little outputted substance. Are we on the cusp of some tangible outcomes? Is it a brilliant solution to all our everyday needs, or a load of bullsh*t?

Let’s cut to it

Every day, every blog, every long form LinkedIn post; Will AI encroach on B2B marketing? Well – yes. It already is and it continues to grow.

Many believe that the widespread adoption of AI in B2B marketing won’t take a decade – instead, it’s expected to happen much sooner. Historically, significant shifts occur when companies are faced with clear incentives, such as Google’s algorithm update that prioritised mobile-responsive websites. Adoption is happening fast on a personal level -AI is streamlining all tasks, and the industry is responding. It’s also helping people create content when they didn’t have the resource – and now people are responding in earnest.

But for business, the adoption is slow…

Where is its impact?

The ‘idea’ that AI is being used for content creation and task management is already factual – it’s not up for debate – but how is it impacting elsewhere?

As businesses strive for more personalised communication with their customers, AI’s growth in its ‘personalisation’ and TOV is helping to create enhanced chatbots and community management. Its advanced capabilities in understanding language and intent, marketing teams can now create tailored communications that resonate with their audience.

However, big company package adoptions to help the whole business or just small teams are slow to grow. Why? Is it a fear of the unknown? Perhaps a feeling that this tech, growing so fast, may make a product obsolete within 6 months? A lack of case studies from companies showing how AI has amplified marketing ten-fold?…this is to be expected. Wait another year or so, this will probably change, and the evidence will be there in earnest.

So, how can I sell in AI tools to my business?

If you’re reading this, you’re probably using AI tools day-to-day in some way. The individual benefits are ripe – we all know where we see the value in managing our day-to-day. But selling in a package to a business is tough. It’s still an unknown with regards to its benefits.

Starting with small, manageable AI projects can pave the way for larger initiatives. By focusing on repetitive tasks that can be automated (and you showing your manager the benefits), businesses can see the value of AI by way of streamlined work. The adage AI ‘creates more time for thinking and less time doing’ is still perhaps fanciful, but that is the way things will go once we all get to grips with these tools.

So, is it bull or not?

Going back a year, we saw a lot of opinions that AI would be detrimental to creativity in marketing, and it would impact on our ability to be thinking for ourselves. But if it’s speeding up the processes, is that a bad thing? Ultimately the embryonic element of creativity comes from our own minds – AI brings it to life, but it’s not thinking for us, is it?

Many marketing people will look at some of their work in the past 12 months and consider that without AI’s impact, much of it may not be possible. That quick blog turn around, that tailored response to a comment, that copy for an Instagram post that just wouldn’t flow from their own fingertips – it has been a lifesaver.

It’s fair to say, at IF, we’ve had some cynical views and some great debates on this topic. Some views have shifted towards it being an effective co-pilot, others have decided that its encroachment to creativity is detrimental to us as marketers.

Our most recent podcast – which you can listen to here – goes in on this very topic. In this episode, we explore how AI is transforming creative workflows, from speeding up mood boards to automating repetitive tasks. Our experts discuss the balance between human creativity and AI tools, and how the right blend can unlock massive productivity gains. Whether you’re curious about AI’s role in ideation, content creation, or customer service, this is a conversation packed with insights to help your team work smarter and faster.

What do you think? Let us know!