GenAI chatbots are opening up unanticipated opportunities for companies. They are extremely powerful and uncomplicated to use, and thanks to their wide range of use cases, offerings such as ChatGPT are particularly suitable for B2B marketing. They help to noticeably increase the productivity of marketing teams and the effectiveness of campaigns.
However, their ease of use without prior knowledge also harbours risks. It can be tempting to simply roll out GenAI without further consideration – but that would be rather unwise, because the technology has its pitfalls, just like any other. There are specific risks associated with the technology, such as the widely-discussed "hallucinations". Comprehensive risk management and selecting the right tool to use are therefore critical aspects of using GenAI. That is why the first step towards GenAI success in B2B marketing lies in a strategic embedding of the technology to systematically cover these aspects.