Generative AI: What It Means For B2B Marketing

July 7th, 2023

Lisa Gately Principal Analyst

Jeremy Vale Researcher

With contributors:

Dave Frankland , Katie Linford , Brett Kahnke , Seth Marrs , Fayzan Sabri

Summary

Marketers are rapidly experimenting with generative AI tools to improve productivity and time to market. Although generative AI’s limited track record prompts many questions about quality, personalization at scale, and the future of knowledge and creative work, marketers are uniquely positioned to guide their organizations’ adoption so generative AI can enable better customer value. This report describes the impact of generative AI on B2B marketing, where to seek early benefits, and where marketers can help their organization avoid potential pitfalls.

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