Artificial intelligence (AI) refers to technologies that simulate human cognition to analyse data, predict outcomes, and automate decisions. In B2B marketing, AI enhances targeting, personalisation, and campaign optimisation by identifying patterns across vast data sets that would be impossible for humans to process at scale.
AI applications range from intent detection and predictive lead scoring to dynamic content creation and conversational chatbots. Each use case improves efficiency and precision throughout the demand generation lifecycle.
As AI becomes embedded in marketing platforms, it shifts the marketer’s role from manual execution to strategic oversight, turning data into insight, and insight into meaningful action.
