Much has been said about how consumer brands, from Coca-Cola to Carvana, are activating AI tools to enhance their marketing. But the business-to-business space, whose primary customers are companies, also stands to benefit from this technology—in both similar and unique ways.
Toni Clayton-Hine, chief marketing officer at consulting firm EY Americas, spoke on this topic earlier this week at BrXnd’s Marketing and AI conference in New York. BrXnd is a newly launched organization focused on the convergence of brands and artificial intelligence. As CMO, Clayton-Hine understands the specific needs of businesses across categories, and the importance of marketing for delivering measurable value.
After the talk, Ad Age caught up with Clayton-Hine to go deeper on some of the concrete advice she had for B2B brands interested in AI. Read on to learn what Clayton-Hine sees as the primary benefits that AI—generative and otherwise—can pose for B2B companies, as well as how the stakes may be higher for B2Bs than B2Cs and the value in allocating specific roles for AI exploration.