With the Major League Baseball season now underway, one of the sport’s great ongoing debates has once again found traction: to stick with human umpires, or embrace the electronic strike zone ?
Are the human touch-points we use everyday as B2B marketers taking on greater importance in the face of record levels of digital content touched only by artificial intelligence (AI)? Facing increasing automation from ChatGPT and other AI-infused tools, B2B marketers are taking a closer look at our truly human touch-points to differentiate in the unique year that 2023 is shaping up to be. While savvy B2B marketers are sparingly using the power of AI to do more with less, some less sophisticated strategies have turned solely to AI-generated content, making differentiation between human and AI service more important than ever
How can B2B marketers craft content that truly stands out from the growing volume of information that may be touched more by artificial intelligence (AI) than human hands?
Never underestimate the corporate world’s ability to take something that should be intuitive, and make it weird by overthinking it. Case in point: We used to say, “B2B doesn’t have to be boring.” Which indicates that for a long time, folks truly believed that B2B did have to be boring — that B2B buyers were a unique species of creature that operated without emotion and wanted the driest content possible. Now we’re talking about how we need to “ humanize ” B2B content. And doesn’t that sound like some kind of filter you run your content through after you make it?