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Artificial Intelligence in B2B Marketing

In: Essential B2B Marketing Strategies

Author

Listed:
  • Naushaba Chowdhury

    (University of the West of Scotland)

  • Pravin Balaraman

    (University of the West of Scotland)

  • Jonathan Liu

    (University of Wales)

  • Ibrahim Sirkeci

    (International Business School)

  • Jonathan A. J. Wilson

    (Regent’s University London)

Abstract

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).

Suggested Citation

  • Naushaba Chowdhury & Pravin Balaraman & Jonathan Liu & Ibrahim Sirkeci & Jonathan A. J. Wilson, 2025. "Artificial Intelligence in B2B Marketing," Springer Books, in: Essential B2B Marketing Strategies, chapter 0, pages 199-216, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91104-0_12
    DOI: 10.1007/978-3-031-91104-0_12
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    Cited by:

    1. Cui Tiening & Liu Mengyun, 2026. "Research on Low-Carbon Development Pathways for Modern Manufacturing in the Capital of China," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 16(1), pages 1-1.
    2. Saad Ashfaq & Safia Waseem & Muhammad Tufail & Aqil Tariq, 2026. "Evaluating the Accuracy of Machine Learning Models with Short-Term Lag Inputs for Univariate Daily Streamflow time Series Forecasting," Water Resources Management: An International Journal, Published for the European Water Resources Association (EWRA), Springer;European Water Resources Association (EWRA), vol. 40(4), pages 1-25, March.
    3. Alfred Winfrid Luoga, 2025. "The role of artificial intelligence in enhancing supply chain performance: Insights from Tanzania brewery companies," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 14(10), pages 70-84, December.
    4. Brian Bantugan, 2026. "Bridging AI Education and Catholic Social Teachings: Lessons from Sam Altman’s Paradigmatic Perspectives," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(1), pages 3124-3139, January.
    5. Lee Bih Ni & Connie Shin@Cassy Ompok & Nur Farha Binti Shaafi & Arzizul Bin Antin, 2026. "The Use of AI in History Education in Sabah: A Comparative Study of Rural and Urban Schools," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(1), pages 479-488, January.

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