Leathwaite recently co-hosted an event in partnership with Google Cloud and was joined by marketing executives from leading technology companies.
The event commenced with an introduction to the rising popularity of AI, to generate content and personalized recommendations, delving into the potential of AI-powered solutions in automating various aspects of B2B marketing, from lead generation to content creation and customer engagement. Attendees exchanged experiences and knowledge around the use of Gen AI, creativity in B2B marketing and driving growth in an increasingly volatile economic environment.
As the discussions progressed, an intriguing dichotomy emerged between the benefits of generative AI and the enduring importance of human interaction in B2B marketing. Participants highlighted that while AI technologies excel in scalability, efficiency, and data-driven decision-making, they often lack the human touch required for building trust, establishing relationships, and interpreting complex nuances.