Chatbots and virtual assistants (VAs) may be built on artificial intelligence (AI) and deliver digital experiences through virtual personas — but the success B2B marketers realize from them will depend on the real and human aspects of their deployment, intraorganizational impact, and customer obsession. Properly oriented bots and VAs can help B2B marketers remove friction from the earliest stages of the buying process, automate administrative tasks, and enable sellers to be more consultative.