Trends Report

Generative AI Ignites Change In B2B Content

Use Marketers’ Expertise To Drive Generative AI Success

June 28th, 2023
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
With contributors:
Ian Bruce , Jay Pattisall , Chuck Gahun , Lisa Nakano , Pippin Evarts , Drew Zalucky

Summary

Marketers focused on growth during an uncertain economy want the powerful capabilities of generative AI to extend the scale of content while securing quality and maintaining the brand voice. At the same time, they must work to advance their organizations’ content maturity before adding generative AI into content workflows. This report describes B2B marketers’ current challenges and needs for generative AI capabilities — and outlines where marketers can help their organization drive successful adoption for content use cases.

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