The impact of Artificial Intelligence in marketing
AI is revolutionising marketing in all sectors, especially in enterprise B2B marketing. This evolution has, however, created a gap between companies that use AI and those that don't, leading to increasing differences between them: while the former see their productivity and efficiency increase, those that don't yet use artificial intelligence in business marketing are inevitably falling behind.
But how can AI help with business marketing, and how should B2B companies use artificial intelligence in their communication strategies?
The AI digital divide in business marketing
As a digital marketing agency specialising in industrial B2B, we are well aware of the advantages of artificial intelligence applied in marketing: automation, predictive analytics or mass personalisation are already transforming the way our clients communicate with their audiences, as well as being an excellent tool that helps them optimise their digital strategies.
But what is the adoption of artificial intelligence in marketing, and have all B2B companies integrated AI into their business?
Although many companies have understood the benefits of applying artificial intelligence to marketing, there are still businesses that, out of fear or ignorance, continue to work with traditional marketing. This has created a digital divide, dividing the market into two clear groups:
- On the one hand, there are the companies that use AI strategically: they have understood the advantages and have known how to incorporate advanced tools to automate processes, improve segmentation and personalise communication with customers. This allows them to optimise their efforts and improve their return on investment.
- On the other hand, companies that have not yet integrated AI: they rely on traditional strategies and manual processes. While they maintain a more hand-crafted and personalised approach, they run the risk of engaging in generic marketing, falling behind and losing competitiveness in an environment where others are betting on tools that bring efficiency and speed.
Benefits of Artificial Intelligence in B2B marketing
The benefits of AI in marketing are undeniable. It brings efficiency and agility in multiple areas:
1. Automation of repetitive tasks.
Chatbots, automated emails and data-driven ad campaign management free up time for marketing teams to focus on high-value strategies.
2. Predictive analytics and data-driven decision making
AI can process large volumes of data in seconds, identifying trends and patterns that will help design more effective communications campaigns.
3. Mass personalisation of content
AI algorithms make it possible to tailor marketing messages to each user based on their behaviour and preferences, creating hyper-personalised communication campaigns, which helps to improve conversion and loyalty.
4. Optimising SEO and digital advertising through AI
Artificial Intelligence improves the targeting and accuracy of ads on platforms such as Google Ads and LinkedIn, ensuring that content reaches the right audience at the right time.
5. AI helps improve user experience
From virtual assistants to intelligent recommendations, AI improves customer interaction, streamlining processes and resolving queries immediately.
Drawbacks of AI in marketing
Despite its many advantages, the drawbacks of Artificial Intelligence in business marketing and communication are not without their challenges: companies need to know how to apply AI tools correctly, as relying solely on it can lead to:
1. AI leads to lack of creativity and differentiation
AI-only marketing strategies can become generic and predictable. Human creativity is still the key to developing innovative and emotionally impactful campaigns, so having industrial marketers who know the prescriber channel and its language is key.
2. Loss of authenticity in communication
While AI allows content to be automated in seconds, messages can be somewhat robotic and lack the human, authentic tone that builds trust with customers. In industrial B2B marketing, where relationships are key, authenticity in the communication message cannot be left to a machine (however intelligent it may be).
3. Technology dependence and lack of control
AI tools depend on accurate data to function properly. An error in the configuration or interpretation of data can lead to misguided strategies and damage the company's image. No matter how accurate AI is, it cannot compete with a marketing consultant and B2B strategy expert who knows the market (and its competitors) inside out.
4. Ethical issues and data privacy
The massive use of AI in marketing raises questions about the collection and handling of personal data. Knowing how to comply with privacy regulations with AI is essential to avoid penalties and reputational issues.
The solution: business marketing with AI
The key is not to choose between AI and human marketing, but to find the right balance. The best strategies combine the power of technology with the expertise and creativity of B2B marketing and business communication professionals.
At BCM Marketing, we believe that AI is a powerful tool, but it cannot replace the strategy, vision, expertise and empathy that only an expert team can offer.
Our experience shows us every day that companies that don't rely on AI are falling behind; companies that blindly rely on AI risk losing the human touch in their communication; while those companies that combine AI technology with strategic insight achieve stronger and more sustainable results.
Do you want marketing that combines the best of AI with the vision and experience of professionals? Contact BCM Marketing and we will design smart digital strategies that drive your company's growth without losing authenticity and closeness to your audience.
