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This paper presents an experimental approach to integrating artificial intelligence (AI) into business-to-business (B2B) digital content creation, which was developed through a case study within the industrial automation sector. While it contributes to narrowing the gap in AI application frameworks for B2B marketing, it remains an experience conducted within a single company. The proposed strategic framework offers a structured way for B2B businesses to adopt AI, improving content generation, personalisation, and customer engagement. However, its applicability beyond this specific context requires further testing and adaptation. Despite these limitations, the study provides valuable insights into AI’s role in B2B marketing, serving as a starting point for companies seeking to innovate and maintain a competitive edge.

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AI in B2B Marketing: An Experimental Framework for Content Creation

  • 会议论文

  • 发表日期：

    2026年

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  • Rita Mota,
  • Ana Estima

摘要

This paper presents an experimental approach to integrating artificial intelligence (AI) into business-to-business (B2B) digital content creation, which was developed through a case study within the industrial automation sector. While it contributes to narrowing the gap in AI application frameworks for B2B marketing, it remains an experience conducted within a single company. The proposed strategic framework offers a structured way for B2B businesses to adopt AI, improving content generation, personalisation, and customer engagement. However, its applicability beyond this specific context requires further testing and adaptation. Despite these limitations, the study provides valuable insights into AI’s role in B2B marketing, serving as a starting point for companies seeking to innovate and maintain a competitive edge.