The level of hype, expectation and sometimes outright dread associated with the development of artificial intelligence is unprecedented in the nascent world of marketing technology.
Our opinions are often formed (or at least subliminally influenced) by dystopian or apocalyptic Hollywood visions of robots taking over the planet and enslaving or eradicating human beings. By contrast, predictions of wholesale employment obsolescence as AI gradually takes over various job functions, making humans superfluous, create worries on an altogether more relatable human level. Neither do much to endear us to AI. It’s fair to say that, at least in part, AI has something of an image problem.
What’s worse, the real, tangible and practical benefits of AI in a B2B marketing capacity are stubbornly obscure. Sure, there’s lots of talk about AI’s potential to transform B2B, and enable better, faster, stronger results, but besides the often unsubstantiated claims of bandwagon jumping vendors, actual evidence of this remains fragmented at best, outright elusive at worse.
As a result, the hype (both negative and positive) is overshadowing reality. It’s hard for B2B marketers to answer the simple questions: ‘Just what can AI do for me? And what can and should I be doing about it?’ This new report published in association with LinkedIn is designed to change that. It’s built around a series of five inspiring case studies which demonstrate how AI is making a real, practical, tangible and above all valuable impact on B2B marketers’ lives, in everyday marketing situations that we can all relate to.
Perhaps more importantly, it will bypass the hype and show how the rise of AI is not a cataclysmic, earthshattering, revolutionary event, but a gradual switch over or re-deployment of responsibilities, enabling marketers to do their jobs better. And it will provide them with the confidence to seek out AI-enabled systems to improve their own marketing.
And all that without a terrifying, unstoppable, indestructible robot assassin in sight.
