B2B marketingB2B marketing has evolved over the decades from a transactional approach to a behavioural approach to marketing. Organizations have embarked on a journey of relationships that encourages collaborationCollaboration, co-creation, and customer centricityCustomer centricity in their marketing strategiesMarketing strategy to build and sustain long-term partnershipsPartnership. The transactional approach to businesses incurs costsCost and short sightedness that does not support growth and sustainabilitySustainability. With the introduction of digitalizationDigitalization, the connectivity, information availability, and opportunities of co-creation have developed and equipped organizations to engage with their customersCustomer on a level that was previously unexplored. This chapter specifically covers the marketing aspects that have been impacted through artificial intelligence (AI).