AI in B2B Marketing: Smart Tool or Just Another Gimmick?

There’s no dispute that artificial intelligence has taken the world by storm. From automated content to predictive insights and conversational bots, there’s a tool for every task, and a promise to go with it. Faster campaigns. Smarter targeting. More time for “strategy.”

Yet, for all the productivity it’s added to modern digital marketing, there’s also an element of scepticism. While many marketing teams are chomping at the bit to integrate AI into every workflow, clients are wondering whether this pursuit of efficiency is coming at the expense of their brand.

Our two cents? AI adoption brings real value. But when it’s used without intent or oversight, it can dilute the very thing that makes a brand memorable: its voice. That’s why the focus shouldn’t just be on adopting AI, but on adapting it strategically, selectively, and always with the human element in play.

Because, for all its potential, AI-powered tools are still just that - a tool. The magic happens when it’s handled by people who know what they’re doing.

The Controversy around Generative AI Content Creation

Whether for better or for worse, one of AI’s most popular uses is content generation. In fact, experts predict that by the end of 2025, 90% of all internet content is likely to be AI-generated.

The bad news? A lot of this “content” will be cliche-ridden, robotic or potentially gibberish.

Yes, AI can structure a sentence and mimic tone. It can even string together a convincing argument. But what it still lacks, critically, is judgment. It doesn’t know when a line feels a bit off. It can’t catch when a phrase sounds good but says nothing. And it certainly doesn’t understand that stacking four metaphors into a paragraph, while repeating the word ‘elevate’ like a broken record, probably isn’t the brand impression you’re going for.

The good news? In the sea of unchecked AI copy, quality content stands out even more. The smartest teams use AI to accelerate content creation, not replace it, and are upfront about how and where it’s used.

For example, it’s become fairly standard to let tech handle the heavy lifting, such as structuring outlines, rephrasing paragraphs, and repurposing content across formats.

However, it’s critical not to substitute automation for creativity. The best results happen when writers step in: shaping tone, sharpening nuance, and adding the cultural context that AI can’t replicate. Nothing should leave the door without thorough human editing, because in a world full of fast content, thoughtful content wins.

Consistent, Calm Outreach with AI Sales Agents

Let’s be honest, most people don’t want to talk to sales reps, especially when they smell the pitch coming. But they also don’t want to feel ignored. That’s where AI sales agents come in: persistent, polite, and entirely immune to rejection.

We partner with Omni Dial to deploy AI dialers in outreach campaigns to do what humans often can’t (or won’t): follow up consistently, without burning out. These tools aren’t trying to fool anyone into thinking they’re real people. Their job is simple: reach out, gauge interest, and book the call.

Just like with AI-generated content, the goal shouldn’t be replacement, but prioritisation. The B2B sales funnel is long, and burning out your best closers on cold leads or endless follow-ups is a waste of talent. AI sales agents act as a filter, taking on the repetitive front-end work so sales teams can stay sharp for the moments that actually move deals forward.

And this approach isn’t just for new leads. It works brilliantly in reconnect campaigns too. Often, the process starts with fresh messaging, supported by LinkedIn ads, retargeted outreach, and light-touch personalisation before the AI dialer steps in to maintain calm, consistent follow-up without the fatigue or drop-off that typically comes with manual efforts.

From Data to Direction: How AI Supercharges Strategy

When it comes to data, the real value of AI isn’t in making decisions, it’s in clearing the clutter so experts can actually think. Used well, AI can source, sort, and structure the mountain of information that would otherwise drag teams into research purgatory. It scans market conversations faster, gathers competitor insights without the rabbit holes, and spots patterns across buyer behaviour and campaign engagement, meaning less time hunting for what’s trending, and more time deciding what to do about it.

The same principle applies to analytics. AI can surface the signals that matter, not just clicks or impressions, but the moments that actually move buyers (read more on the topic of Vanity Metrics here.) Which content kept people engaged? Which event sessions sparked follow-ups? Where in the journey did leads really start to warm up? The advantage isn’t just faster reporting. It’s the ability to adapt while campaigns are still live, not wait for post-mortem.

But spotting patterns is only the beginning. Turning signals into strategy still takes human judgement: the ability to ask “so what?” and “what next?” with a commercial lens. Because automated reporting doesn’t build strategy. People do. AI just gives them the headspace to do it properly.

If AI Can Do So Much... Do I Still Need an Agency?

AI is great at shortcuts, but it doesn’t know where you’re going. Here’s what you still get with a strategic agency partner (even in an AI-assisted world):

• AI never admits when it doesn’t know: AI tools are designed to be confident, even when they’re completely wrong. Agencies bring the human judgment to investigate, verify, and deliver answers that are accurate (not just well-formatted).

• Protect your brand from sounding like everyone else: AI is brilliant at blending in. That’s exactly the problem. It pulls from what already exists, which means, without intervention, it’ll make you sound like your competitors. Good Agencies help maintain a brand voice that’s distinctive, intentional, and unmistakably yours.

• Turning inputs into intelligent action: AI can surface topics. Experts decide which ones are worth your time. AI can spot behavioural signals. Experts turn those into tailored journeys. An agency’s value isn’t just interpreting data, it’s knowing when to ignore it, when to challenge it, and when to act fast.

• Creative doesn’t come from code: AI can remix ideas. It can’t originate them. Big campaigns, bold ideas, risky headlines, those come from people who understand context, gut instinct, and brand ambition.

• AI doesn’t mitigate risk: One wrong line in a nurture campaign. One off-brand tweet. One poorly chosen phrase in front of a C-suite audience. AI can’t tell the difference, but experienced marketers can. Agencies spot blind spots before they become brand risks.
  

Marketing that doesn’t require a screen: AI can optimise a subject line. It can’t host an unforgettable roundtable with CFOs, plan a luxury experience that drives actual conversations, or design an event that becomes the most talked-about moment in someone’s quarter. (read more on the "Beyond Clicks and Conversions: The Rise of 'Moments That Matter' Marketing" blog here.)

Good Tools Don’t Replace Great Thinking

We’re not here to act like AI is the enemy, and we’re definitely not pretending we handcraft every campaign pixel by pixel while secretly letting a chatbot run the show. We use AI because it gives us and our clients a competitive edge. But we use it wisely. Strategically. With human oversight, sharp thinking, and a serious filter for what’s actually useful.

Because at the end of the day, tech doesn’t win deals. Trust does. Timing does. The right message to the right person at the right moment does. That’s the work we do, with AI supporting us, not replacing us.

If you want a partner that uses AI like a power tool, not a crutch, let’s talk.