How AI is Changing B2B Marketing

According to Chandan Mishra, AI is fundamentally reshaping B2B marketing by changing how buyers discover and evaluate solutions. Today, the buyer journey no longer depends on brands — it happens independently through AI tools, communities, and research, often before any direct interaction.

He highlights a key shift from SEO to Generative Engine Optimization (GEO), where the goal is not just to rank but to be selected and recommended by AI. This makes authority, trust, and strong perspectives more important than ever.

While AI has made marketing faster and more scalable, it has also made differentiation harder. As more content becomes AI-generated, authenticity and real insight are what truly stand out.

According to him, even though measuring AI ROI is still evolving, companies continue to invest due to early signs of impact. However, he emphasizes that businesses must first build strong fundamentals — such as clear positioning and credibility — before scaling with AI.

He also believes AI will not replace marketers but will make them more powerful by removing repetitive work and allowing greater focus on creativity and strategy.In the end, success in B2B marketing will depend on combining human insight with smart use of AI — not choosing one over the other.