The Use of Artificial Intelligence in B2B Marketing Processes
Nyström, Ella (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112630207
https://urn.fi/URN:NBN:fi:amk-2024112630207
Tiivistelmä
This bachelor’s thesis examines the evolving role of artificial intelligence (AI) and business-tobusiness (B2B) marketing, investigating how marketers are integrating AI tools into their work and exploring the perceived impact of AI on marketing practices. The research, conducted within a single B2B marketing agency based in Finland, employed a mixed-method approach, gathering qualitative data through semi-structured interviews with four marketing professionals and in-depth surveys from five additional professionals at the agency.
The findings reveal that while AI is primarily viewed as a supplemental tool that enhances efficiency and augments human capabilities, its role is rapidly evolving. AI currently functions as a valuable assistant, helping with tasks like data analysis and content generation, but ultimately remains under human control. Interviewees describe AI as a “sparring partner” that stimulates creativity and refines strategic thinking, suggesting AI also has the potential to refine higherlevel marketing processes.
The study identifies key themes surrounding AI adoption in B2B marketing: AI’s current role as a supplemental tool rather than a replacement for human marketers, the need for marketers to adapt to the evolving capabilities of AI and develop new skills, the importance of addressing ethical considerations and ensuring responsible AI use, and the enduring value of human expertise in areas where AI falls short. The research highlights the necessity of establishing clear ethical guidelines and practices to ensure responsible AI implementation, particularly regarding data privacy and security. The research also emphasizes the importance of continuous learning and skill development for marketers to effectively leverage the evolving capabilities of AI, such as prompt engineering and critically evaluating AI-generated content.
By comparing the findings with existing literature, this thesis bridges the gap between theoretical understandings of AI and its practical applications within the dynamic landscape of B2B marketing. The study contributes to a growing body of knowledge on AI's impact on business practices, providing valuable insights and giving practical recommendations for B2B marketers seeking to navigate the opportunities and challenges of this transformative technology.
The findings reveal that while AI is primarily viewed as a supplemental tool that enhances efficiency and augments human capabilities, its role is rapidly evolving. AI currently functions as a valuable assistant, helping with tasks like data analysis and content generation, but ultimately remains under human control. Interviewees describe AI as a “sparring partner” that stimulates creativity and refines strategic thinking, suggesting AI also has the potential to refine higherlevel marketing processes.
The study identifies key themes surrounding AI adoption in B2B marketing: AI’s current role as a supplemental tool rather than a replacement for human marketers, the need for marketers to adapt to the evolving capabilities of AI and develop new skills, the importance of addressing ethical considerations and ensuring responsible AI use, and the enduring value of human expertise in areas where AI falls short. The research highlights the necessity of establishing clear ethical guidelines and practices to ensure responsible AI implementation, particularly regarding data privacy and security. The research also emphasizes the importance of continuous learning and skill development for marketers to effectively leverage the evolving capabilities of AI, such as prompt engineering and critically evaluating AI-generated content.
By comparing the findings with existing literature, this thesis bridges the gap between theoretical understandings of AI and its practical applications within the dynamic landscape of B2B marketing. The study contributes to a growing body of knowledge on AI's impact on business practices, providing valuable insights and giving practical recommendations for B2B marketers seeking to navigate the opportunities and challenges of this transformative technology.