The digitalization of B2B Firm’s Marketing: Focusing on Artificial Intelligence

Introduction

In less than a decade, the world has witnessed an enormous explosion of artificial intelligence (AI) in all parts of the businesses and society. This progress of AI, caused a very fast change in B2B marketing. Carsten Lund Pedersen (2024), argued that digitalization has started a new phase based on the generative competences of Artificial Intelligence, which produce apparently reliable interactions, artefacts, and datasets that cannot be constantly known as artificial.

Business-to-business marketing is mainly affected by these rapid changes as it is placed at the border of these significant changes. The CEO of OpenAI, (Sam Altman), has claimed that in a very close future, AI will perform 95 % of marketing tasks better than human marketing specialists. It also will be cheaper and faster.

The foundation of business-to-business marketing accomplishment is assurance and trust in relationships based on individual’s encounters. Digital authenticity has the potential to fundamentally change the way business-to-business marketing must be undertaken if it challenges these values. B2B marketing is likely experiencing a fundamental revolution, as many of the touchpoints where suppliers and buyers contact and participate are increasingly managed with AI agents and tools. This is in addition to the obvious efficiency improvements that may be realized from AI, mostly generative AI.

Drivers of the new stage of digitalization

The research and development outcomes of Artificial Intelligence at the moment is the expansion of applications that are suitable to the B2B marketing. The experimental technology in research has grown into vast developments at scale with a wide variety of applications, in a short period of time. The key points behind this digitalization phase are under the titles of availability, advancements, and accessibility.

The outline of OpenAI's ChatGPT, which represents the technological advancements made possible by the availability of data and computing power, is a case of how advancements, availability, and accessibility are engrained in remarks of modern developments in AI. This has made Artificial Intelligence available to a broader audience that can use this cutting-edge technology without needing extensive training.

1. 1. Advances:

   Advances are mirrored in the significant development made in neural networks and deep-learning algorithms, like convolutional neural networks employed in image recognition or recurrent neural networks used in transformer models and natural language processing. It is used in understanding and generating text, such as GPT. These methodological advances have empowered AI to address more compound complications with better accuracy and, in general, have strengthened social and business interest in AI.

2. 2. Availability:

   Availability discusses the two key resources of availability of data and hardware in combination to achieve the better-performing AI. One of them is the exponential growth in the availability of data, which allows for the training of AI-enabled systems, and the next is the hardware improvements that have caused the availability of enhanced computational power.

3. 3. Accessibility:

   Accessibility explains the new developments that have made AI more accessible to the non-technical and technical users. For example, a platform like ChatGPT, which is user-friendly, has made it possible for non-technical individuals to become passionate AI users in addition to learning more about the technology. Regardless of the important barriers in this field in the last decade, like how children are easily using AI technologies when utilizing large language models fundamentally which required a PhD in computer science.

   In the new AI-enabled segment of digitalization, digital technology has become human-like in its relations and can become comfortable with its interaction partner. So, it is not easy to recognize whether they are interacting with the Artificial Intelligence or a human. Previously, the human-like (AI) mechanism was easy to distinguish; it is now regularly covered or can be concealed. A type of virtual authenticity, or a human-experienced reality that is not actual, is created when digital technologies are innovative enough to perform like humans and the digital origins of those actions are concealed.

   The new stage of digitalization has significant consequences for business-to-business marketing. The absolute aim of a business-to-business firm is to generate value, both for its owners and the organizations, its ecosystem associates, and customers, as well as society.

Conclusion

To improve the performance through the AI solution, we have integrated mechanisms at HexoSys. We provide integrated AI solutions for the Marketing Industry as well as Human Resource Management, claiming that these solutions have the power to transform marketing and HR as they exist now. Moreover, AI training and education are now extensively available to the general public, with online resources allowing learning experiences for those of all technical backgrounds.

Free-access and Low-cost solutions enable general access. The fifth phase of digitalization is made based on the combination of advances, accessibility, and availability, and describes why the application of generative AI has rapidly increased.