Best Practice Report

Generative AI Uplevels B2B Personalization To Contextualization

August 21st, 2024
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
With contributors:
Steven Casey , Renee Irion , Phyllis Davidson , Kathleen Pierce , Lisa Gately , Alaina Ladd , Arianne Burnette

Summary

Generative AI (genAI) promises to boost creativity and scalability with the mass production of content to fuel B2B personalization. But focusing on content production underutilizes the technology’s real value. GenAI introduces new capabilities to evolve B2B personalization into contextual interactions that are designed, assembled, and delivered in the moment using what’s known, inferred, and predicted. In this report, we introduce seven practical, purposeful ways genAI can enable marketers to deliver more impactful, sustained, and efficient B2B personalization throughout the customer lifecycle.

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