ObserveNow Media hosted the 18th Chapter of its LinkedIn Live Series ThinkTank on January 30, 2025, delving into the theme, “Role of Gen AI in B2B Marketing.” Moderated by Taniya Tikoo, Co-founder & Editor-in-Chief of ObserveNow Media, the session featured an impressive lineup of speakers, including Ashish Shah, Partner & Google Workspace Marketing at Google Cloud; Kuldeep Sehrawat, Head of Ecosystem Alliances & Partner at IBM; Subhasis Chatterjee, Marketing Director at SAP; and Shreyas Mehrotra, AVP & Marketing Head at Airtel Business.

Taniya Tikoo opened the session by highlighting the forum’s evolution and the significant market intelligence generated over its 18 chapters. She set the tone by posing critical questions on how Generative AI (Gen AI) is revolutionizing content design, driving hyper-personalization, enhancing B2B sales enablement, and addressing ethical considerations.

Shreyas Mehrotra of Airtel Business kickstarted the discussion, emphasizing that while AI has been around for decades, Gen AI’s prominence surged in the past two years due to its ability to solve clear customer problems. “Gen AI has significantly reduced time-to-market and improved the productivity of our marketing teams. It’s not just about writing a prompt; there’s a process involved,” Mehrotra noted. He elaborated on Airtel’s three-step process: crafting precise prompts, humanizing and contextualizing AI-generated content, and optimizing it for SEO. This approach enabled Airtel to create 180 web pages in under two months, boosting both efficiency and customer engagement.

Ashish Shah from Google Cloud underscored the transformative power of Gen AI in data-driven marketing strategies. “Gen AI allows us to harness vast datasets to deliver personalized content at scale. It’s not just about automation; it’s about creating meaningful customer experiences,” Shah remarked. He stressed the importance of balancing automation with human oversight to maintain authenticity and relevance.

Kuldeep Sehrawat of IBM shared insights on the ethical implications of Gen AI in B2B marketing. “While Gen AI offers unprecedented capabilities, ethical considerations around data privacy, bias, and transparency are paramount. Organizations must establish clear guidelines to ensure responsible AI usage,” Sehrawat advised. He highlighted IBM’s commitment to ethical AI practices, integrating robust governance frameworks to mitigate risks.

Subhasis Chatterjee from SAP highlighted Gen AI’s role in enhancing customer journeys. “Gen AI enables us to predict customer behavior, tailor marketing campaigns, and optimize resource allocation. It’s a game-changer for customer engagement and loyalty,” Chatterjee stated. He also emphasized the need for continuous learning and adaptation, as AI technologies evolve rapidly.

The session concluded with an interactive Q&A, where the panelists addressed audience queries on LinkedIn. Taniya Tikoo wrapped up the discussion, expressing gratitude to the speakers and attendees. “Today’s conversation has been a testament to the dynamic role Gen AI plays in shaping the future of B2B marketing. It’s not just a tool; it’s a catalyst for innovation and growth,” she concluded.

The 18th Chapter of the ThinkTank series reaffirmed ObserveNow Media’s commitment to fostering insightful dialogues, bridging industry leaders, and exploring transformative trends in the B2B landscape.