This Week in Marketing: The Capabilities (and Limits) of AI

Lately, it seems like everyone’s talking about AI in one way or another – whether it’s how it will affect their profession, their industry, or the future of business itself.?

This week, however, I noticed another trend. The more we talk about what AI can and will do for us in B2B marketing, the more voices are raising the opposite question: What won’t it be able to do for us? What shouldn’t it do? And, most importantly,? how can these limitations help us make the best use of it possible??

The best of this week’s B2B insights finds marketers grappling with the limitations of a technology that’s quickly become a mainstay of marketing conversation.?

What to Read

Everyone’s Excited About Generative AI, But Few Know How to Tap Its Potential (LinkedIn Collective): In this post sponsored by Adobe Firefly, I’m making the argument that, as generative AI sweeps the B2B marketing world, understanding what it CAN’T do will be just as important as what it can do.

Social Media Isn’t Dying - It’s Still Growing (Insider Intelligence): Principal eMarketer Debra Aho Williamson shares data that show how social media is far from dying and stands to be more important to B2B marketing than ever.

How to Use AI in Digital Advertising (MarTech): MarTech sponsor Fluency put together a brief but highly useful primer summarizing how B2B marketers are using AI in digital advertising today, and what’s on the horizon for tomorrow.

Beware: Automated AI-Generated Content Can Ruin Everything for Marketers (CMI): CMI Chief Strategy Officer Robert Rose warns that AI-generated programmatic advertising has the potential to make the internet worse for everyone, and provides some tips for fighting back.

Creativity’s Rising Role in B2B Marketing (TopRank): Lane Ellis points out that, in an age of generative AI, creativity in B2B marketing will only become MORE important, not less.

What to Watch

How should B2B marketers think about utilizing AI in their work?

In this clip from a longer LinkedIn Collective Live interview at #CannesLions , a roundtable of leading B2B marketing experts offered their unique answers to the question every B2B marketer is asking right now.?

The panel included:

• Daniel Shapero , Senior Vice President and Chief Operating Officer, LinkedIn?
• Raja Rajamannar , CMO, Mastercard?
• Taj Reid , Global Chief Experience Officer, Edelman?
• LaToya Christian, M.S. , Manager Partner, GroupM?
• Dan Gardner , Co-Founder and Executive Chairman, Code and Theory?
• Valerie Vacante , VP, Solutions Innovation, dentsu?

What to Know

The AI moment we find ourselves in isn’t going anywhere. In fact, according to research by Next Move Strategy Consulting , the AI market is predicted to have a compound annual growth rate of 32.9% between now and 2030, reaching a value of $1.8 billion.?

To keep up with the latest B2B marketing developments as they happen, follow LinkedIn Collective .