Key insights from episode 3 of Unapologetically B2B
Artificial intelligence (AI) is transforming marketing at speed. But for B2B organisations, it is not just about plugging in the latest tool, it is about building AI ready teams, creating confidence, and leading with transparency.
In episode 3 of the Unapologetically B2B podcast, Zoe Merchant (founder of Bright) and Rebecca Allen (Founder at Pardalis) explore what it takes for marketing leaders to navigate AI adoption responsibly while keeping creativity, trust, and strategy at the core.
Here are the top takeaways from their conversation.
- AI does not replace leadership, it redefines it
The discussion highlighted how AI dominates marketing conversations, but leaders often feel overwhelmed by the hype and rapid pace of change.
It was emphasised that leaders do not need to become data scientists. Instead, they can build confidence by:
- Taking small, practical steps with AI tools
- Being transparent with teams about what AI will and will not mean for their roles
- Role modelling curiosity and experimentation.
This kind of leadership helps overcome fear and anxiety while fostering trust.
- Start with business problems, not shiny tools
In the conversation they warned against “random acts of productivity,” where teams experiment with AI in silos without a strategy.
Instead, marketing leaders should:
- Identify the business problem or workflow they want to improve
- Use a test and learn approach with clear hypotheses
- Measure outcomes against set benchmarks.
This ensures AI initiatives are scalable, measurable, and aligned with business goals, not just experiments for the sake of it.
- Creating a safe space for experimentation
They both emphasised that for AI adoption to succeed, teams need both freedom and frameworks.
One practical approach is to introduce responsible AI use policies, even in early stages. These provide:
- Guardrails without being restrictive
- Transparency for employees and clients
- Psychological safety for experimentation.
When leaders communicate openly and encourage curiosity, teams are far more likely to embrace AI positively.
- Redefining metrics for AI in marketing
In the conversation, success with AI was described as being not only about saving time but also about creating value.
Key measures include:
- Time saved on repetitive tasks such as reporting or content drafting
- Value added through creativity, customer engagement, or insight generation
- Revenue per employee, an emerging metric gaining traction with investors
Leaders were encouraged to connect operational wins like faster reporting to bigger business outcomes such as reduced acquisition costs, improved customer lifetime value, or better campaign performance.
- The human edge: what AI cannot replace
Despite rapid progress, the discussion made clear that AI cannot replicate everything. The enduring importance of human contribution includes:
- Human connection in B2B relationships
- Emotional intelligence and cultural nuance
- Brand authenticity and storytelling
- Leadership vision and the ability to inspire teams.
As AI takes on more repetitive tasks, the human role in strategy, trust building, and creativity becomes even more critical.
- Practical actions for leaders
The episode also shared practical actions leaders can take to build AI ready marketing teams:
- Experiment personally with AI tools to build confidence
- Ring fence small use cases with clear benchmarks
- Document learnings and share knowledge across teams
- Develop an AI use policy to guide responsible adoption
- Encourage “controlled curiosity,” freedom to test but within clear frameworks.
These steps create the foundations of an agile, AI literate marketing team that is ready to adapt as the technology evolves.
Final thoughts
AI is redefining marketing, but success depends less on the tools and more on leadership, trust, and culture. By starting small, leading transparently, and focusing on solving real business problems, B2B marketing leaders can unlock both efficiency and creativity in their teams.
Listen to this, and other episodes of our podcast Unapologetically AI here