Viewpoints: How AI is reshaping B2B marketing – through the eyes of the experts

Viewpoints eye
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Forget theory,
this is AI in action.

AI is changing B2B marketing faster than any previous shift in digital. Search, paid media, content, measurement, even how buyers research and shortlist vendors – everything is being re-written.

Viewpoints is our new guide to what that really means in practice. Built from real conversations with our CEO, Client Partners, Paid Media and Organic specialists, our Local In-Market Experts (LIMEs) and even ChatGPT itself, it looks at how AI is reshaping B2B growth – and where human judgement still leads the way.

AI is everywhere – here’s what it really means for you.

Download your free copy

What you’ll learn

Inside the guide, you’ll find:

The CEO’s View
Hear from Oban’s CEO on why AI represents another major wave of disruption, how leaders can use it strategically rather than tactically, and why first-party perspectives matter more than ever.

The Client Partner’s View
Understand what B2B marketers are most concerned about right now: falling organic traffic, changing search behaviour, governance, localisation challenges and how to stay visible in an AI-first world.

The Paid Media View
Explore how automation is reshaping paid media. Learn why signal quality now drives performance, how to guide algorithms effectively, and where human empathy and judgement still outperform machines.

The Organic View
See how AI is transforming search, content and social discovery. This chapter covers the rising importance of structured content, authenticity, distinctive viewpoints, and the need to optimise for both humans and machines.

The Local Experts’ View
Gain insights from LIMEs across France, Germany, South Africa and South Korea on how AI adoption varies by market — including attitudes to trust, regulation, language, and what global brands often overlook.

The Chatbot’s View
In a unique twist, ChatGPT responds to the same questions asked of Oban’s experts — offering an AI perspective on metrics, personalisation, risk, language models and the evolving role of human judgement.

Who is Viewpoints for?

This guide is designed for:

  • CMOs, marketing and digital leaders in B2B organisations

  • Teams responsible for international or multi-market growth

  • Paid, organic and content specialists looking to use AI without losing their human edge


Download your free co‎py‎‎   

 

“That’s how I look at AI today: it’s fast-moving, it’s transformative, it’s unprecedented in scale – but the principle of disruption is not new.”

– Sarah Jennings, CEO of Oban International

  • Precision without empathy
    is a dead end.

    The Paid Media View - Jules Bodoulé Sosso

  • In Germany, trust is difficult to earn
    and easy to lose.

    The Local Experts' View - Nick, German LIME

  • B2B buying cycles are complex,
    with multiple stakeholders.
    Relationship management
    can never be replaced by AI.

    The Client Partner's View - Charlotte Deacon