Everyone’s talking about AI. But most teams don’t need another hot take—they need to know what’s actually working. From content creation to RevOps to campaign execution, AI is hitting its stride in a few key areas. In others, it’s falling short. If you're leading a revenue team and trying to cut through the noise, here’s where to focus right now.

Where AI in B2B Marketing Is Falling Short

Let’s start with what isn’t working (yet). Because for every success story, there’s a graveyard of AI experiments that never made it past the pilot phase.

1. Auto-generated content at scale
Sure, you can use generative AI to crank out 20 blog posts in an afternoon. But if they all sound like AI, what have you really gained? Content that lacks depth, originality, or brand voice ends up doing more harm than good. Prospects can smell automation a mile away.

2. “AI assistants” that aren’t that smart
Most platforms now boast some kind of AI-powered insights panel. But if your CRM is full of junk, your segments are a mess, or your funnel logic is broken, those recommendations aren’t helping. Garbage in, garbage out.

3. Over-automating the human touch
This one’s especially dangerous. Over-relying on bots in outbound, lifecycle, or customer success workflows might save time, but it erodes trust. People still want to buy from people—and AI that replaces the human element too aggressively tends to backfire.

To be clear, these aren’t dead ends. The tech is evolving fast. But today, many of these use cases demand more oversight and tuning than most teams can reasonably provide.

So where is AI delivering real value?

Where AI Is Actually Helping Right Now

While the hype cycle churns, there are pockets of true, measurable impact happening across modern revenue teams—especially when AI is paired with strong fundamentals.

1. Faster research and idea generation
Need to map new personas? Explore competitor messaging? Draft campaign themes or brainstorm subject lines? AI speeds up early-stage thinking, giving strategists a stronger base to build on—not replacing them, but removing the blank page.

2. Smarter RevOps workflows
This is where things get exciting. AI is quietly transforming revenue operations—from lead scoring and routing to account prioritization and enrichment. When the plumbing’s in place, AI becomes a performance engine, increasing funnel velocity and surfacing the right deals at the right time.

3. Creative testing and campaign QA
Whether it’s predicting which email subject line is most likely to convert or flagging inconsistencies in campaign messaging, AI helps teams optimize pre-launch. It’s not just a feedback loop after the fact—it’s built-in insurance against wasted spend.

4. Personalization at scale
Account-based marketing platforms like Mutiny, 6sense, and Demandbase are using AI to dynamically serve relevant content to the right persona, at the right stage, across multiple touchpoints. When done well, this isn’t just automation—it’s accelerated relevance.

The Real Role of AI in B2B Growth

AI isn’t a silver bullet. And it’s definitely not a strategy.

But it is a multiplier.

In a healthy system—with clear processes, clean data, and aligned teams—AI can supercharge what’s already working. It removes friction. It enhances focus. It frees up creative and strategic bandwidth.

But in a broken system? It just breaks faster.

If your sales and marketing handoffs are a mess, if your ICP is fuzzy, if your campaign data is dirty—AI will magnify those problems. It’s not here to fix the foundation. It’s here to help you build higher once the foundation is stable.

Which means the real work isn’t about chasing tools. It’s about architecting systems that make AI worth plugging in.

Let’s Keep the Conversation Going

This is the first in an ongoing series about how AI is reshaping B2B marketing—not in theory, but in practice. We’ll dig into specific workflows, test results, vendor comparisons, and team structures as we go.

So what’s working for you right now?
Where are the cracks showing up?
What’s surprising you?

Drop us a note or connect on LinkedIn. We’re always up for swapping notes with smart operators who are building under pressure.

Thanks for reading.