Principal Consultant at Intercept Scale
Artificial intelligence (AI) has revolutionised marketing, yet many companies dive in without a defined strategy, clear policies, or targeted goals. Unsurprisingly, the results are often inconsistent. AI isn’t a quick fix; it’s a transformative tool requiring focus and intent to unlock its full potential. For businesses willing to lay the groundwork, AI offers unparalleled opportunities to drive growth and gain a competitive edge.
A Shift in Perspective: AI as a Core Marketing Tool
In autumn 2024, our “Leading the Future” study surveyed over 250 marketing leaders, primarily C-level executives and senior directors in Canada and the US. The findings were unambiguous: AI is no longer a luxury—it is an essential element of modern B2B marketing. A staggering 92% of participants reported familiarity with generative AI (GenAI), reflecting its growing adoption and strategic importance.
AI has evolved from a “nice-to-have” feature to a foundational growth driver. Companies that fail to embrace it risk falling behind as competitors harness its capabilities to scale quickly and efficiently.
AI in Practice: Transforming Workflows
Many marketing teams already integrate AI into their daily operations. GenAI is widely used for content creation, with 78% of respondents leveraging it for text, 61% for images, and 35% for video. Data analysis, utilised by 62% of participants, has also become a key AI application. While text-based AI remains dominant, the rapid rise of image and video generation signals a broader shift in content strategies.
Despite its widespread use, AI outputs can vary in quality. Approximately 38% of participants expressed neutral or negative satisfaction with their results, highlighting the experimental nature of many tools. Achieving reliable outcomes requires both technological advancement and skilled human oversight.
Overcoming Challenges: Skills and Integration
The most significant hurdle lies in the lack of AI expertise within marketing teams. AI isn’t just another tool—it’s a discipline that demands new skills. Without a clear understanding of its capabilities, marketers risk underutilising its potential. Developing these skills takes time, practice, and a willingness to experiment.
Moreover, partial adoption limits AI’s impact. To realise its full value, AI must be seamlessly integrated into every stage of the marketing workflow—from campaign planning and content creation to data analysis and customer insights. This holistic approach transforms AI from a peripheral tool into a core component of a team’s strategy.
Leadership and Strategy: Keys to Success
Strong leadership and a coherent strategy are crucial for effective AI implementation. Without these, marketing teams will struggle to capitalise on GenAI’s potential. Companies must align their AI initiatives with clear objectives and provide the necessary resources to ensure success.
Here’s how to build a winning AI strategy:
- Create a Clear AI Vision
Identify where AI can deliver the greatest impact. A thorough assessment of your business goals will reveal key areas for AI integration, ensuring efforts are focused on driving growth. - Develop an AI Roadmap
Translate your vision into actionable steps. A well-defined roadmap prioritises specific applications, enabling your team to implement AI in a structured and measurable way. - Establish an AI Usage Policy
Protect your data and guide your team with a comprehensive policy. Clear guidelines on data security, licensing, and ethical use foster trust and consistency in AI-driven decisions. - Integrate AI Across All Workflows
Embed AI into every aspect of your operations. By doing so, your team gains the experience and insights needed to achieve consistent results, making AI an integral part of daily activities. - Scale Marketing Efforts with AI
Once fully integrated, AI can drive faster decision-making, increase output, and reduce time-to-market. At this stage, AI becomes a catalyst for sustained growth at scale.
Embracing the AI-Driven Future
AI is no longer an emerging trend; it is a fundamental component of B2B marketing. Companies that invest in the right strategies, develop their teams’ skills, and fully integrate AI into their workflows will be well-positioned to thrive. The journey requires commitment and vision, but the rewards—accelerated growth and a decisive competitive edge—are worth the effort.
Remember, navigating the AI landscape is a learning process. Seeking expert guidance can help unlock its full potential and set your organisation on the path to enduring success.
