Bryony Graham
Head of Marketing at the British Chambers of Commerce
AI is no longer something marketers are “keeping an eye on.” It’s already here — helping to write copy, personalise campaigns, analyse performance and predict what customers might want next.
The real question for the sector isn’t whether AI will change marketing, but how quickly businesses can turn that change into an advantage.
Data from the British Chambers of Commerce shows 60% of firms in the B2B services sector, including marketing businesses, are using AI to some or a great extent.
How AI is aiding human marketers
At its best, AI frees marketers to focus on what humans do best. It takes on the heavy lifting — crunching data, spotting patterns, testing variants at speed, while people bring creativity, judgement and empathy. Used well, that combination can sharpen targeting, improve ROI and make campaigns feel more relevant rather than automated.
Many small firms feel conflicted and worry about falling behind. Concerns about data quality, brand voice, IP, ethics and skill gaps are still unresolved for many teams.
That’s why the next phase of AI in marketing matters more than the first. We’re moving from experimentation to expectation. Clients and customers increasingly assume smarter personalisation, quicker responses and consistent experiences across channels.
The future of marketing belongs to teams that can blend technology with trust,
automation with authenticity and insight with imagination.
How to fully leverage AI
The good news is that this isn’t about having the biggest budget or the most advanced tools. It’s about confidence, capability and knowing where AI can genuinely add value to your business. That means investing in people as much as platforms, and making sure leaders understand both the potential and the limits of the technology.
Across the business community, we’re seeing a growing appetite for practical, hands-on support, not just theory or hype. Initiatives like the British Chambers of Commerce’s AI Academy with Pair are helping firms build real-world understanding, so marketing teams can use AI responsibly, creatively and with commercial impact.
The future of marketing belongs to teams that can blend technology with trust, automation with authenticity and insight with imagination.
