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It’s no longer just a buzzword—AI is here, and it’s changing everything. From how businesses connect with customers to the way marketing campaigns are built, AI is quietly but powerfully reshaping the landscape.
In a recent community content jam, we sat down with Alyssa (Director, Marketing at Nium) and Priyanka (Director at Window Seat Consulting) to chat about where this technology is headed and how B2B marketers can make the most out of it to stay ahead.
Connecting with Customers in a Better Way
We all know that customer expectations are at an all-time high. This is where AI steps in—not to replace the human touch, but to make those connections smoother, more personal, and ultimately, more effective.
Alyssa puts it best:
“The point of AI is to make the process seamless. The end goal is to make it so personalised and natural that you don't even realise AI was involved.”
With AI, we’re no longer talking about just automating tasks. We're talking about predicting needs, enhancing the customer journey before it even begins.
Marketers can understand behaviour in ways that weren’t possible before, making sure that every touchpoint is highly relevant, and that each interaction leaves a lasting impression.
Scaling Personalisation
Personalisation isn’t new, but what AI brings to the table is the ability to scale it. Gone are the days when segmentation meant categorising customers into big, clunky buckets. AI hones in on what makes each customer tick, delivering personalised content, recommendations, and offers that feel unique to them.
Priyanka shares her take on approaching AI:
“The conversations I'm having now revolve around the need to take a step back and conduct a design thinking workshop. We're looking at all our processes to identify where AI can add value—and where it can't."
Marketers can anticipate customer needs with AI, using historical interactions to create tailored messages and campaigns. Alyssa shared her thoughts on how AI can optimise marketing workflows:
“It's important to understand the do's and don'ts, and identify great use cases.”
For example, AI-powered chatbots can take on initial inquiries, leaving sales teams to focus on leads that are ready to convert. AI also plays a crucial role in ad targeting, ensuring that marketing budgets are spent wisely by showing ads to the most relevant audiences.
Turning Data Into Insight
Data is everywhere. But without the right tools, it can feel overwhelming—like trying to find a needle in a haystack. Priyanka explained how AI helps turn data into actionable insights:
“The impact varies depending on your organisation. If you're in pure B2B marketing, focusing on communications, creativity, and demand generation, it might be different. However, in smaller or tech-oriented organisations where you work closely with the sales team on account-based marketing, AI's potential really shines. That's where the power of data and AI comes into play—signalling which clients to target, when, and how to interact.”
AI can help to make the compass that guides marketers toward the most relevant, high-impact actions—whether it’s deciding which client to approach, or when the best time is to reach out. Alyssa remarked:
“Crafting the right message to enter markets is often more important than content creation itself. Once we have the right message and mediums, these AI tools become instrumental in distribution.”
Staying competitive through AI
As the technology becomes more sophisticated, businesses that adopt AI early will find themselves with a distinct edge over competitors.
Priyanka offers a piece of advice for those just starting:
“Marketing 101 teaches us that a value proposition should be differentiated. If everyone's churning out the same content via machine learning, we're undermining the B2B process where you're supposed to be the subject matter expert. Clients choose you because of that expertise.”
Alyssa offered her two-cents on the bigger picture:
"Organisations are leading that change. At an individual level, as marketers, it's important to understand the basics of generative AI—how you get the answers when you use it."
By using AI thoughtfully and strategically, B2B marketers can create smarter, more personalised campaigns—without losing sight of what makes their brand unique.
