As AI sweeps through Davos, IBM’s chief marketing and communications officer reveals why so little corporate data is used for AI, why personalization alone won’t save media or marketers and how B2B brands can harness real relevance to break through the noise.
Davos might be better known for its sweeping discussions on geopolitics, but this year, AI overshadowed them all. As global leaders huddled to address a turbulent economic climate, Jonathan Adashek – IBM’s senior vice-president and chief communications officer (who also oversees marketing) – noticed a clear shift: many business conversations now revolve around how organizations can practically harness AI.
“People have moved further in the journey on AI,” says Adashek. “There’s still a lot to figure out, but it’s clear AI is moving quickly in the US and around the world. It can go much faster and it will speed up over time.”
A pivotal moment for B2B marketing
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