AUGUST8MedIaNMENTIn an interaction with Media Infotainment, Priscilla Selwine, Global SVP Marketing & Demand at MarketStar, shares insights on how B2B organizations can strategically integrate generative AI into their content ecosystems, without compromising brand authenticity, subject matter depth, or ethical standards. She highlights how AI, when paired with human oversight, can drive scalable personalization, reduce time-to-market, and unlock new efficiencies, while still ensuring trust, relevance, and competitive differentiation across the buyer journey.Integrating Generative AI Without Losing Brand Voice or ExpertiseTo use generative AI effectively in B2B content workflows, marketers need to start with the right inputs--brand guidelines, tone of voice, key messages, and existing assets. AI works best as a creative assistant: great for first drafts, idea generation, or repurposing long-form content into smaller, more targeted pieces. But to keep the output meaningful and on-brand, human oversight is non-negotiable.One of the biggest risks in chasing scale is losing the unique tone and voice that set a brand apart. When content gets mass-produced, the subtleties--how something is said, the rhythm, the phrasing--can get lost. That's why building a human-in-the-loop process is essential. Your brand stewards, strategists, and subject matter experts need to act as filters and storytellers, making sure the brand stays recognizable and trustworthy across every touchpoint.And in B2B, subject matter expertise isn't just about knowing the facts--it's about lived experience. It's the human ability to bring context, empathy, and insight to the conversation. AI can mimic structure, but only humans can shape a differentiated narrative arc--a story that carries strategic meaning, builds trust, and resonates with real customer needs.When you strike the right balance--AI for scale and speed, humans for voice and depth--you unlock a powerful capability: to produce more, without becoming generic. That's where competitive differentiation happens. The brands that stand out won't just be the ones who use AI faster, but the ones who use it smarter, anchoring technology in the service of authentic storytelling and strategic clarity.LEVERAGING GENERATIVE AI FOR SCALABLE B2B CONTENT MARKETINGBy Priscilla Selwine, Global SVP Marketing & Demand at MarketStarANALYSISEXPERT'SiWhen balanced effectively, generative AI frees marketers to dedicate more time to the essential creative work--ideation, refining narratives, and tailoring content for impact
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