‘You want to be surgical’: How AI and big data are shaking up B2B marketing

So we use AI across various fold within B2B marketing. One is about signals and data capture. Once you've captured more and more of these signals that media marketing is enabling, it's about getting the value out of it. You could see that amount of data, I would say exponentially growing. For us, it's about leveraging, I would say, machine learning and AI to develop models for us to be extremely targeted and again, very relevant in our messages in the B2B, you know, you know IT decision makers and CI OS, when they work on key projects, they need relevant information. So it's about relevance, it's about being, being reachable at the right moment in time. There's multiple benefit in, in adoption of AI right from simple tasks, productivity savings, simplifying the work. You can get more value out of your employees, you know leveraging AI. If you look at, you know the translations, if you look into creation of content, you could even do the end of your review of your employees leveraging AI to make it simpler and way faster for you. Just finding content on your machine or on the various applications is going to be way more simple in the future. So that productivity gain, you can apply it to your production, to your content creation, to your marketing, to your finance. I think we are leaving like the new revolution, industrial revolution, right? Literally when you look at the amount of availability of data and the speed of AII would say, applications that we have out there, I think AI will be like, like Internet for us now. It's going to be everywhere in everything we do. So I think it's going to be, how do you say ubiquitous, right? AI everywhere. This is kind of where we're heading.