Subscribe to our newsletter and stay informed

Check out our list of top companies

Check out our carefully compiled lists of the most relevant and impactful companies within their fields.

Check out our list of top unicorns

Read and learn about the biggest companies that various countries have produced, how they made it, and what the future looks like for them.
December 22, 2023

Harnessing the Power of AI: What Marketers Need to Know in 2024

Michael Kuzminov, Chief Growth Officer (CGO) at HypeFactory

In the dynamic marketing landscape, 88% of professionals recognize the need for increased automation and AI utilisation to meet evolving customer expectations and maintain competitiveness. As we progress toward 2024, the profound impact of AI on marketing becomes increasingly evident. This evolution is not merely a revolutionary concept but a vital tool for marketers in both B2C and B2B sectors. The amalgamation of automation and AI empowers marketers to navigate swiftly through changing market conditions and evolving consumer expectations, showcasing their agility and adaptability in this technology-driven era. This article delves into the latest trends and advancements in AI for marketing, illustrating its tangible impact through powerful examples and compelling case studies.

AI in B2B: A Game Changer

There's a common misconception that AI primarily benefits B2C companies due to their larger customer bases and data volumes. Nevertheless, this is entirely untrue. AI is similarly vital to B2B businesses, providing several chances to improve products, offer better services, and simplify business processes. Let's delve into some key areas where AI is making a significant difference:

AI for Better Products

In the healthcare sector, AI is revolutionizing the creation of better products. Siemens Healthineers, for instance, uses AI algorithms to power CT scanners that provide radiologists with precise patient-specific instructions, resulting in improved image quality and more accurate clinical decision-making. Predictive maintenance, made possible by AI, ensures that products perform optimally, reducing downtime and maintenance costs.

AI for Improved Services

Businesses across various sectors are employing AI to enhance their services. Autodesk employs machine learning to offer generative design technology, transforming how products are designed and built. Salesforce's Einstein, a CRM system with machine learning and natural language processing, boosts sales and marketing services, while Oracle's autonomous databases streamline transaction processing and data warehousing, reducing operational costs.

AI for Enhanced Business Processes

AI's most significant impact on B2B organizations is enhancing business processes. AI technologies automate tasks and reduce costs from marketing to finance and manufacturing. McKinsey's prediction of a 50% reduction in forecasting errors with machine learning adoption underscores AI's potential in manufacturing.

The Rise of AI in Marketing

AI's integration into marketing strategies has become increasingly significant. The global market revenue for AI in marketing is forecasted to reach $107 billion by 2028, a substantial increase from $27.4 billion in 2023​​. This growth is fueled by the adoption of AI tools to automate customer interactions by 90% of marketers in 35 countries​​. By 2024, 61% of customer service professionals expect most representatives to use AI/automation, particularly for routing requests, collecting and analyzing customer feedback, and enabling chatbots or self-service tools​​.

Human Resources

Even in human-centric functions like HR, AI plays a crucial role. AI enhances HR processes by scanning resumes for relevant terms, understanding employee referrals, and analyzing feedback. Responding effectively to employee feedback can significantly improve the overall employee experience.


AI and machine learning are a natural fit for finance departments, particularly in fraud prevention and detection. AI can automate mundane finance and accounting tasks, allowing finance professionals to focus on more strategic activities.

Robotic Process Automation (RPA)

Regarding technology adoption, AI-driven marketing spending is projected to increase by 50% in 2023​​. Around 40% of marketing professionals are currently utilizing AI-driven technologies, with this number expected to grow. AI applications and automation are becoming crucial for companies to reach customers effectively​​. By 2023, nearly 60% of businesses are anticipated to use AI technology in marketing, with 84% of marketers employing AI-powered analytics tools to optimize their targeting strategies​​. For instance, RPA or Robotic Process Automation, a form of AI, automates tasks traditionally performed by humans. This technology is accessible to many companies, making it an attractive option for enhancing operational efficiency.

The Future of AI in B2B

As we move into 2024 and beyond, several trends and predictions highlight the growing importance of AI in the B2B sector:

  • Generative AI in Product Development

Generative AI will influence one in five new B2B product launches by 2024. It enables rapid customer data analysis, helping identify innovative ideas and novel product capabilities​​.

  • Automation and Simplification

Automation, driven by advances in generative AI, is a crucial trend. McKinsey's report on the economic benefits of generative AI across various industries estimates a potential annual value of $2.6 trillion to $4.4 trillion. This underscores the transformative potential of AI in business automation​​.

  • Customer Service, Sales, and Marketing

The integration of AI in sales and marketing is expected to see further consolidation and automation. Adopting generative AI solutions promises faster ROI and reduced resource consumption for small and mid-sized businesses. This trend reflects the increasing reliance on AI to drive marketing efficiency and customer engagement​​.

  • IT and Security Developments

In IT and security, the focus in 2024 will be on optimizing and consolidating investments. AI will be critical in simplifying software development and enhancing security solutions​​.

Real-World Case Studies

To illustrate the real-world impact of AI in B2B marketing, let's examine some compelling case studies:


ServiceMax and DemandBase

ServiceMax, a field service technology vendor, partnered with DemandBase to improve the online experience for potential customers. They deployed DemandBase's Site Optimization solution, which uses AI to tailor website content to individual visitors. AI-driven recommendations and snippets were displayed by analyzing visitor behavior and comparing it to Google Maps, enhancing the prospect's journey.


Artesian Solutions and Conversational AI

Artesian Solutions, a UK-based sales insights specialist, collaborated with Volume to develop a conversational AI platform (CAP) named 'Arti.' This CAP provided round-the-clock engagement, personalization, prospect insights, and risk assessment, delivering an excellent digital customer experience.


VMware and Acrolinx

VMware, a virtualization and cloud infrastructure vendor, faced content quality challenges due to a need for more scalable content operations. They implemented AI-enabled content solution Acrolinx, which automated editing functions, resulting in improved content quality and increased efficiency for content creators.


Ingersoll Rand and IBM

Ingersoll Rand, a B2B company with diverse customer needs, adopted IBM's Watson AI platform within its Campaign Automation platform. This integration enabled AI-driven segmentation and personalized campaigns at scale, enhancing customer engagement and response.


AI is no longer a futuristic technology concept; and it is already an essential component of current B2B marketing. While early adopters were mostly from the technology field, widespread acceptance is coming. Marketers must recognize AI's potential and integrate it into their tech stacks to stay competitive.

As 2024 gets closer, AI will continue to shape the marketing landscape. This isn't just a passing trend; it is a necessity. Artificial intelligence in marketing will soon become the standard rather than the exception. Marketers must embrace AI's potential and consider integrating it into their strategies to gain a competitive edge in an increasingly AI-driven world. The future of marketing is here, and AI powers it.

Michael Kuzminov
Chief Growth Officer (CGO) at HypeFactory
Back to top

Related articles

chevron-down linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram