From experimentation to execution: why AI in B2B marketing must now prove commercial value
Every year, marketing teams are expected to deliver more. Marketing leaders are under growing pressure to prove the return on investment they deliver and demonstrate the value they bring to the business.
At the same time, budgets remain tight, sales cycles are getting longer, and more people are becoming involved in buying decisions.
Against that backdrop, many organizations have turned to AI to automate routine tasks, analyze market and audience data and support content creation.
But as adoption matures, the conversation is now moving from experimentation to execution.
B2B Marketing Director for Canon UK & Ireland.
According to recent UK government research, whilst 41% of businesses are now using AI technology, only 21% have integrated AI into their existing business systems, showing that while there’s been real progress, we're still in the early stages.
The next challenge is not over-use, but shallow use. That means moving beyond isolated use cases...
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