{"id":35885,"date":"2023-10-05T16:41:11","date_gmt":"2023-10-05T20:41:11","guid":{"rendered":"https:\/\/exob2b.com\/au-b2b-forum-lelephant-dans-la-piece-a-ete-lia\/"},"modified":"2023-10-13T14:38:27","modified_gmt":"2023-10-13T18:38:27","slug":"b2b-forum-elephant-room-was-ai","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/","title":{"rendered":"At B2B Forum: the elephant in the room was AI"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">How can I put this\u2026 The past two weeks have seen the two most interesting B2B content marketing conferences of the year. I&#8217;m talking about CMI World, which took place last week in Washington, D.C.. And B2B Forum, which wraps up tomorrow in Boston.<\/h2>\n\n\n\n<p>And guess which topic monopolized both presentations and conversations? A big elephant in the room at B2B Forum. Artificial intelligence (AI). A word used and discussed everywhere, almost ad nauseam\u2026<\/p>\n\n\n\n<p>Let&#8217;s put this in context: we&#8217;re not at a conference for techno geeks, but at two conferences for marketers, with the usual focus on content marketing. Which just goes to show how AI is taking over, even in this field. In fact, according to figures released at the B2B Forum, 71% of marketing pros use AI on a daily basis!<\/p>\n\n\n\n<p>But how to use it properly? That&#8217;s THE question (of course ;-). It&#8217;s a question that hasn&#8217;t necessarily led to debate, but which has opposed different visions of what the role of AI in B2B marketing should be.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Your servant or your digital doppleg\u00e4nger?<\/h3>\n\n\n\n<p>So far, the vast majority, if not all, of comments, interventions, opinions, etc. on AI in marketing have been that it should play the bottom two roles in the quadrant, Gartner style, as created by<a href=\"https:\/\/www.linkedin.com\/in\/drewdavishere\/\"> Andrew Davis <\/a>(below). Play as a novelty to be used with circumspection, or a servant of the lower tasks\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"415\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/DEITY-1024x415.jpeg\" alt=\"\" class=\"wp-image-35783\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/DEITY-1024x415.jpeg 1024w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/DEITY-300x122.jpeg 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/DEITY-768x311.jpeg 768w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/DEITY-1536x622.jpeg 1536w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/DEITY.jpeg 1735w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Even here on our blog<a href=\"https:\/\/exob2b.com\/en\/content-marketing-ai-future-impact\/\">, we&#8217;ve written several posts <\/a>on AI, positioning it as a tool to be fine-tuned, yes, but very much a servant of the human.<\/p>\n\n\n\n<p><em>&#8220;Ultimately, the future of content marketing will probably be a combination of human creation and AI-based automation.<\/em><\/p>\n\n\n\n<p><em>The marketers and brands who can strike the right balance between the two will probably be the ones who manage to endure and stand out in an increasingly crowded market,&#8221;<\/em> wrote Lynda St-Arneault.<\/p>\n\n\n\n<p>In Boston, all the big influencers did the same, for example: <a href=\"https:\/\/marketinginsidergroup.com\/author\/mbrenner\/\">Michael Brenner <\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"960\" height=\"586\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-130923.jpg\" alt=\"\" class=\"wp-image-35785\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-130923.jpg 960w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-130923-300x183.jpg 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-130923-768x469.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p>Or <a href=\"https:\/\/www.linkedin.com\/in\/leeodden\/\">Lee Odden <\/a>: <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"298\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-161139-1024x298.jpg\" alt=\"\" class=\"wp-image-35804\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-161139-1024x298.jpg 1024w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-161139-300x87.jpg 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-161139-768x224.jpg 768w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-161139.jpg 1395w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>According to Davis and his &#8220;OZ Quadrant&#8221;, it&#8217;s that we don&#8217;t want to give AI much autonomy, not to consider it an &#8220;equal&#8221;, a partner in its own right. This is what he gradually did, creating his digital doppelg\u00e4nger &#8220;<a href=\"https:\/\/www.youtube.com\/watch?v=K_I9DZITBZE\">The Great Drewdini<\/a>&#8220;, in reference, of course, to the magician Houdini.<\/p>\n\n\n\n<p>Confrontational? Certainly! In fact, here are two quotations that caused a stir. Here he&#8217;s talking about training AI, sharing our \u00abessence\u00bb.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"416\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-092148-1024x416.png\" alt=\"\" class=\"wp-image-35787\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-092148-1024x416.png 1024w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-092148-300x122.png 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-092148-768x312.png 768w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-092148-1536x625.png 1536w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-092148.png 1704w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0932462-1024x384.png\" alt=\"\" class=\"wp-image-35789\" style=\"width:840px;height:315px\" width=\"840\" height=\"315\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0932462-1024x384.png 1024w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0932462-300x112.png 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0932462-768x288.png 768w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0932462-1536x576.png 1536w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0932462.png 1667w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<p>Reaction from an online participant:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"508\" height=\"153\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0958431.png\" alt=\"\" class=\"wp-image-35791\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0958431.png 508w, https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/Capture-decran-2023-10-05-0958431-300x90.png 300w\" sizes=\"(max-width: 508px) 100vw, 508px\" \/><\/figure>\n\n\n\n<p>We&#8217;re continuing our attendance at the Boston conference and will publish another post tomorrow with a post-balance early next week. Until then, if you&#8217;d like to discuss content marketing, strategy and AI, get in touch with us \ud83d\udc49 <a href=\"https:\/\/exob2b.com\/en\/contact\/\">here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How can I put this\u2026 The past two weeks have seen the two most interesting B2B content marketing conferences of the year. I&#8217;m talking about CMI World, which took place last week in Washington, D.C.. And B2B Forum, which wraps up tomorrow in Boston. And guess which topic monopolized both presentations and conversations? A big [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":35900,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[922,1916,12],"tags":[700,1912,1913,200,1914,222,1915],"class_list":["post-35885","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-b2b-marketing","category-content-marketing-2","tag-ai-2","tag-andrew-davis-en","tag-b2b-forum-en","tag-b2b-marketing-en","tag-cmi-world-en","tag-content-marketing-en","tag-michael-brenner-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>At B2B Forum: the elephant in the room was AI - ExoB2B<\/title>\n<meta name=\"description\" content=\"How can I put this\u2026 The past two weeks have seen the two most interesting B2B content marketing conferences of the year.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"At B2B Forum: the elephant in the room was AI\" \/>\n<meta property=\"og:description\" content=\"How can I put this\u2026 The past two weeks have seen the two most interesting B2B content marketing conferences of the year.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/\" \/>\n<meta property=\"og:site_name\" content=\"ExoB2B\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ExoB2B\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-05T20:41:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-13T18:38:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/b2b-forum-elephant-dans-piece-a-ete-ia-en.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"819\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Claude Malaison\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Claude Malaison\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/\"},\"author\":{\"name\":\"Claude Malaison\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/1cf28fdc6f30b73b0282b3253a23f851\"},\"headline\":\"At B2B Forum: the elephant in the room was AI\",\"datePublished\":\"2023-10-05T20:41:11+00:00\",\"dateModified\":\"2023-10-13T18:38:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/\"},\"wordCount\":470,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/exob2b.com\/wp-content\/uploads\/2023\/10\/b2b-forum-elephant-dans-piece-a-ete-ia-en.jpg\",\"keywords\":[\"AI\",\"Andrew Davis\",\"B2B Forum\",\"B2B Marketing\",\"CMI World\",\"Content marketing\",\"Michael Brenner\"],\"articleSection\":[\"Artificial Intelligence\",\"B2B Marketing\",\"Content Marketing\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/\",\"url\":\"https:\/\/exob2b.com\/en\/b2b-forum-elephant-room-was-ai\/\",\"name\":\"At B2B Forum: the elephant in the room was AI - 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