How generative AI is changing the B2B world forever

What better topic than AI to open our first Club Curiosity Talks with. 

Club Curiosity Talks what now?

It’s our first physical event of Club Curiosity – an initiative to spark curiosity in the world of B2B. We bring together the brightest and most inquisitive minds to delve deeper into relevant marketing and communications topics.

And one of those minds belongs to our colleague, creative strategist Jilke Ramon. Where does she stand on the use of AI within B2B? She’d be happy to tell you. 

How AI is changing the B2B landscape

Yep, AI is drastically changing the way we work. From mock-ups for your products to social media posts … Whatever you might need: there is an AI tool for it. In the blink of an eye, your copy or visual is ready. Quite convenient. 

The pitfall? If everyone in the B2B world uses AI in the same way, we will all start to sound and look the same as well. And communication will miss its effect. That’s why it’s important to know how to use AI cleverly, and in doing so, make a more unique impression and set ourselves apart.

3 insights you need to make your brand shine

1. Distinctive creativity

What you can do, though, is ask ChatGPT to explain something to you the same way, say… Oprah Winfrey would, for example. It helps you to see things from a different perspective, which could inspire you and lead to new ideas.

Or you could ask DALL·E to combine two completely unrelated objects into one design. This could result in some strange images, but boost your creativity at the same time. Use AI as your starting point, but never as your end product.

And even if you already have your ideas, you can still benefit from AI. Let it build further on what you already had, let it evaluate, optimise. Let it help you lift your creations up just a little notch.

2. Real insights

AI is not all-knowing. It relies on online data and has its limitations. For instance, AI learns from the most commonly heard answers, it only knows info that is public, and yes, sometimes it even makes up its own answers (no joke).

And – important to note – because of this, AI easily slips into negative stereotypes and clichés.

That’s why it’s important to stay extra critical and to keep talking to ‘real’ people to get to the essence. Experts from the field, people from your target group or colleagues. AI can serve as an excellent preliminary research tool for these real conversations

3. Human interaction

AI is anything but human. It might sound like it sometimes, but it remains a technology-fuelled parrot.

In an increasingly fast-paced world, we never craved emotional connection and togetherness as much as now. Keep building those real connections. Meet people, share personal insights through podcasts, for example, and above all, use your employees as ambassadors. That’ll foster a much deeper, closer bond with your brand.

As a creative strategist, I embrace AI. It’s already my regular work partner. It helps me learn a great deal in no time and inspires me when I get stuck.

That – combined with a critical eye and the diverse ideas of the people around me – is what makes it so strong for me. It’s that exact balance that ensures you can continue to differentiate yourself and your brand. Because most companies won’t search for that balance, and will just take the easy way out.

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