DODDINGTON 1

Artificial intelligence is no longer an experiment in B2B marketing: it's becoming operational across the buyer journey. Research from analysts such as Gartner and Forrester shows that AI is increasingly shaping how buyers research solutions, evaluate vendors, and shortlist partners. At the same time, marketing teams are under pressure to do more with less: deliver hyper-personalised experiences, generate deeper insights from data, and demonstrate clear ROI on new technology investments.

But while AI adoption is accelerating, many marketers are still asking the same practical questions: what should be automated, what should remain human, and how can AI genuinely improve engagement rather than simply add complexity?

This session brings together leading industry experts to explain how AI can transform modern B2B marketing strategies. We’ll examine how organisations are using AI to unlock insights from data, accelerate content creation, personalise nurture journeys at scale, and build measurable business impact.

If you’re evaluating where AI should sit in your marketing strategy - and how to prove its value - this session will provide practical perspectives, real-world examples, and actionable ideas for 2026 and beyond.

Learn

• How to apply AI practically across your marketing strategy to drive measurable B2B growth.
• Turn marketing data into actionable insights with AI.
• Learn what to automate (and what not to).
• Scale content creation without sacrificing quality.
• Deliver true hyper-personalization at scale.
• Measure and prove ROI from AI investments.