AI in B2B Marketing - Thoughts from B2B Ignite

We are all – whether we are aware of it, or not – given customer experiences based on AI in our day to day consumption of digital goods – whether it's Shopping on Amazon, or what we're watching on BBC iPlayer (iPlayer are going to enforce sign in before you can watch on demand, partly in order to serve us more relevant content). We're so used to it in some contexts, those seamless personalised experiences, that we take it for granted and hence underplay the significance. The adoption of AI in the B2B world is much lower – but can be equally powerful. According to a recent article, only 10% of B2B companies are using AI in their marketing. Furthermore, that percentage is predicted to increase to 80% in the next 3 years.