This is a question we asked an AI platform, to kick-start this blog. As an area growing in relevance for clients in the B2B and engineering and scientific sectors – and for the marketing agencies like Aro who support them, we’re inclined to agree with ChatGPT’s opening line:
“AI is reshaping marketing in the B2B engineering and scientific sectors in profound ways. These industries—traditionally conservative, complex, and relationship-driven—are now adopting AI to streamline technical communication, improve lead quality, and accelerate long, data-heavy buying cycles.”
We’ll come back to that response from ChatGPT later, but for now let’s consider how AI is transforming marketing in the B2B engineering and scientific universe and how businesses can leverage it for growth, for visibility, and to gain a competitive edge. After all, your competitors are asking and answering the very same questions.
What exactly is AI?
Artificial intelligence involves the use of computer systems to simulate human intelligence such as learning, problem-solving, and decision making. In the context of the marketing of science and engineering, AI can be applied in various ways, from automating repetitive tasks to optimizing production processes and enhancing content creation.
Using artificial intelligence, B2B scientific and engineering organisations can supercharge brand visibility, enhance content creation and increase the efficiency of marketing efforts – all of which help you to navigate the future of PR.
Supercharging brand visibility
Artificial intelligence is becoming an integral tool for growing brand visibility in the modern world. B2B engineering and scientific organisations are employing software platforms, like GenAI, to create a wide range of sales and marketing assets. This varies anywhere from text (78%) to images (61%) to videos (35%) and even data analysis, where 62% of respondents leverage its insights.
Moreover, artificial intelligence can be used to repurpose content – enhancing marketing by transforming infographics into educational videos, podcasts into industry articles and old blogs into new social media posts and relevant LinkedIn articles. Using platforms such as ChatGPT, Claude or Copy AI, businesses can identify the optimal content to be repurposed – this ensures that organisations maintain control over all elements of production and maximise the reach and value of creative efforts.
Increasing efficiency
As alluded to above, AI offers a range of benefits across various applications – all of which increase the efficiency of marketing. Just a few of the most cited benefits include:
- Automation of repetitive tasks
- Data insight
- Enhanced decision making
- Fewer human errors
- 24/7 availability
But, to go back to the question we first posed to ChatGPT, “How is AI transforming the marketing of the B2B engineering and scientific world?”, precision – understanding your market and your audience and developing your strategy – is more nuanced. Our query bought us a good intro hook for the blog (we hope!) and, when we drilled-down further on PR – it gave us a couple of nifty soundbites. But more than anything, the answer was very much process driven. It lacked some sparkle. AI is not a magic wand: it is only as effective as the data it is trained on. And humanity is still a strong selling point.
Erring on the side of caution
Whilst artificial intelligence is most certainly transforming the marketing of the B2B engineering and scientific world, we must also err on the side of caution and be aware of its potential drawbacks.
The most significant risk of using artificial intelligence in the marketing of scientific and engineering organisations is that of brand authenticity. This is of particular concern in the B2B realm where organisations cherish personal relationships as clients need to work with businesses they know and trust. Automation may be cost-effective and efficient, but overreliance on impersonal communication lacks the warmth of personal connection. There’s a reason for the adage, ‘People buy from people’.
Furthermore, whilst some assume that artificial intelligence is wholly accurate, that is certainly not the case. We are only now entering the AI revolution. These systems must be checked and monitored by humans with the relevant expertise to safeguard accuracy, maintain brand values, and ensure your company’s tone of voice is consistent and authentic. In our trials with it, it has thrown up complete rubbish and made-up facts, so it needs careful handling.
However, this doesn’t defeat the object of using artificial intelligence to improve the efficiency of marketing. As Craig Dempster from Forbes Magazine said, “It’s important to keep in mind that embracing AI isn’t about replacing humans—it’s about empowering them. To create a culture of AI innovation, leaders need to encourage experimentation, reward curiosity and break down the fear of failure.”
AI can be an incredibly useful tool for PR & marketing companies and clients, as long as it’s used with caution. It should aid your writers and your content developers, not replace them.
Navigating the future
Artificial intelligence is undeniably reshaping the marketing of B2B scientific and engineering organisations. Equipping AI as a tool to boost brand visibility, increase efficiency and enhance content creation, organisations are using these platforms to navigate future of their own businesses and the B2B landscape as a whole. Ultimately, as long as we approach artificial intelligence with caution, it can be a strong ally in PR and marketing – enhancing human expertise rather than replacing it. Hence, “AI isn’t just a tool for transformation; it’s a compass for navigating the future of business.”
We’ve already looked at AI and its impact on PR and marketing – take a look at our blog here (How AI is changing PR & marketing). It’s definitely a subject we’ll be returning to.
Are you feeling sceptical about artificial intelligence, how it could fit with your PR and marketing activities? Are you worried it might not pass the sniff test – for authenticity? Our Chief Barketing Officer, Bruno, has been having a dig around the subject. He reckons Aro can help.
If you’d like to explore how Aro could raise your company’s profile, promote your products and services, or help develop your communications and messaging, or just to have an informal chat around generating opportunities to grow your business, drop us an email info@aroprandmarketing.co.uk or phone 0117 379 0008.
