How should B2B companies think about demand generation in an AI-driven market?

The fundamentals haven't changed. You still need to reach the right people with the right message at the right time. What's changed is the speed, the channels, and the sophistication of what "right" means.

AI is making it possible to be more precise in targeting, more personalized in messaging, and more responsive in execution. But it's also making it easier for everyone else to do the same thing. So the advantage doesn't come from using AI. It comes from using AI in service of a differentiated strategy.

Here's what I tell our clients: Don't ask "How do we use AI for demand gen?" Ask "What demand generation strategy would be impossible without AI?" That's where the real opportunities are.

For example, building a content corpus that automatically identifies coverage gaps and generates content to fill them. Or running continuous multivariate experiments across channels without human bottlenecks. Or scoring and routing leads in real-time based on behavioral signals that would take a human team weeks to analyze.

The companies winning at demand gen in 2026 aren't just using AI tools. They're building AI-native demand systems.