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Digital and e-commerce
AI in B2B marketing: value, risk, guardrail
| Area | Where AI helps | Where it goes wrong | Guardrail |
|---|---|---|---|
| Research | Account profiles, document and call summaries | Invented or outdated facts, mixed-up companies | Check every fact against the original source |
| Content | Structure, first drafts, variations, draft translations | Generic text with no expertise or proof | Human point of view, real examples, final edit |
| Personalisation | Tailoring pages and emails by industry and role | Misuse of personal data, creepy messages | Relevance over surveillance; legal review first |
| Sales support | Meeting notes, competitor cards, proposal drafts | Wrong specifications or prices in client material | Nothing goes to a client without human review |
| Analytics | Spotting patterns in CRM and campaign data | Confident conclusions from incomplete data | Validate with sales and finance before acting |
| Area | Where AI helps | Where it goes wrong | Guardrail |
|---|---|---|---|
| Research | Account profiles, document and call summaries | Invented or outdated facts, mixed-up companies | Check every fact against the original source |
| Content | Structure, first drafts, variations, draft translations | Generic text with no expertise or proof | Human point of view, real examples, final edit |
| Personalisation | Tailoring pages and emails by industry and role | Misuse of personal data, creepy messages | Relevance over surveillance; legal review first |
| Sales support | Meeting notes, competitor cards, proposal drafts | Wrong specifications or prices in client material | Nothing goes to a client without human review |
| Analytics | Spotting patterns in CRM and campaign data | Confident conclusions from incomplete data | Validate with sales and finance before acting |