Account-based marketing was built on a simple premise: B2B decisions are made by groups, not individuals. AI promised to finally make those groups visible in full, in motion, and in time to act. But visibility without reliability isn't an advantage. It's noise with a dashboard.

For too many marketing and sales teams, AI-generated signals have created as many problems as they've solved. False positives that send sellers after the wrong accounts. Buying group recommendations nobody can explain. Intent scores that look convincing until a deal goes cold. The result isn't just wasted budget and missed opportunities—it's a trust deficit that makes teams hesitant to act on AI at all, even when the signal is right.
 

In this keynote conversation, Demandbase SVP of EMEA Sales Paul Gibson explores what it actually takes to build confidence in AI-powered buying group intelligence,  what explainability looks like in practice, how marketing and sales learn to act on the same signals without second-guessing each other, and what changes when the AI shows its work rather than just its answer. 

The conversation goes beyond the aspiration of alignment into the operational reality of shared intelligence: what it takes to build trust, what it reveals about accounts that were previously invisible to one side or the other, and how it changes the dynamic between marketing and sales in ways that no amount of process redesign ever could.

For ABM and revenue leaders who believe AI should be transforming their buying group strategy but aren't yet confident enough in what it's telling them to fully act on it, this session makes the case that trustworthy AI isn't a feature. It's the foundation. 

In this session you will learn:

• How to distinguish trustworthy buying group intelligence from noise
• What explainable AI looks like in practice
• How shared signals improve coordination between marketing and sales How to turn AI-generated insights into confident action

Session takeaway

After attending this session every delegate can take the Demandbase AI in ABM certification