AI is everywhere and your agency is likely using it already. Whether it’s drafting content, refining audience segments, or optimizing campaign visuals, AI has become the elephant in the room. As a marketing or communications leader in a European B2B company, you’re accountable not only for the messages your agency produces—but increasingly, how they’re produced. And with the EU AI Act now in play, it’s time to ask tougher questions. You don’t need to micromanage your agency’s tools—but you do need clear agreements, transparency, and responsible practices. Let’s explore how to get there.

ChatGPT is an AI-powered chatbot that was unleashed on the world in late 2022. A lot has been written about it since then, and so far opinion seems divided. We wondered how the chatbot could be used in B2B digital marketing, so we decided to let ChatGPT answer this question itself. We tasked the AI tool with writing a 400-word article on the subject.