Everyone’s talking about GenAI.
But who’s actually using it to drive B2B growth?
That’s the question on the minds of leading B2B marketers. And the question Heloise Borion, Senior Marketing Director from American Express Global Business Travel, answered at our recent event.
In conversation with Nick Myers, Chief Strategy Officer at OLIVER, they discussed how to cut through the hype and deliver real results. Their talk made one thing crystal clear: the AI inflection point isn’t approaching, it’s already here.
Heloise put it perfectly: “If you believe you’ve got all the answers of AI you haven’t”
Are We All “Cooked” by AI?
Remember that feeling when you first played with ChatGPT? When the onslaught of AI generated content gave every creative marketer that pit-of-the-stomach “we’re all doomed” sensation?
The initial reaction is understandable. What’s going to happen to creativity? To our designers? To our jobs?
But here’s the reality check we all need: panic isn’t a strategy. Neither is waiting on the sidelines to ‘see how things play out.’ And outsourcing your AI journey entirely isn’t the answer either, the most successful B2B organisations are empowering their in-house talent to lead the charge.
Change: Follow It Now or Get Left Behind
“We are in a world where you either follow the change, or you don’t.” Blunt? Yes. True? Absolutely.
The B2B marketing leaders who thrive won’t be those with the biggest budgets or the flashiest tools. Although AI investments are increasing year over year, only 25%* are experiencing significant impact. They’ll be the ones who adapt. The ones who look at AI not as a threat but as the most eager intern you’ve ever hired—one that never sleeps and doesn’t raid the office snack drawer.
This is precisely why developing your in-house capabilities around AI is becoming a competitive advantage, you need both the technology embedded within your daily operations and the right talent to activate it effectively, it’s about building an AI-ready team.
What’s the Risk?
The greatest risk today isn’t imperfect execution, it’s organisational paralysis. Start small, test approaches, learn from controlled failures, and scale what works. The organisations implementing decisive, strategic approaches now will establish standards others will struggle to match tomorrow.
What small AI pilot could your team launch this month?
The journey from theory to practice begins with that first step.
In the next blog, learn how AI is actually making human creativity more valuable, not less, and what this means for your marketing team’s evolution.
Stay tuned as we continue unpacking the insights from our “GenAI in B2B” event.
