Laura Ramos, VP & Principal Analyst at Forrester says B2B marketers are in a wild ride in 2024. While generative AI will play an increasing role in B2B marketing and product launches in 2024, there will also be significant downsides.
She warns that “thinly customized generative AI content will degrade the purchase experience for 70% of B2B buyers.” In other words, while there may be more AI-generated content overall, less of it will provide the high-quality information buyers need to make good decisions.
“Marketing’s early experiments with generative AI will produce little beyond superficial personalization, poorly targeted offers, or translations devoid of local nuance – frustrating B2B buyers already overwhelmed by irrelevant content,” says Ramos.
Her prediction is sobering: over 70% of B2B buyers will complain that vendor content fails to demonstrate real understanding of their specific business conditions, markets, and needs.
While AI continues to create remarkable outputs, compelling B2B content that provides true value to buyers and drives conversions remains out of reach – for now. The promise is vast, but realizing it without frustrating buyers will require more sophisticated applications of the technology.
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