OpenAI’s roadmap for the development of artificial intelligence suggests that AI will take over the B2B department of the future. However, some scenarios could slow advancement or stop it altogether. Here are some potential barriers and limitations to consider. Alternatively, download AI for B2B Marketing Leaders for further AI Marketing insights, or subscribe to my newsletter for the latest AI news.

Employee resistance

Fear of job displacement creates anxiety, leading employees to resist AI adoption, which can slow down the speed of implementation.

Skill gaps

A lack of AI-related skills in marketing teams prevents efficient use of AI, delaying integration and reducing potential productivity gains. 

Integration challenges

Legacy systems may make it too costly and complex to implement AI at speed. 

High-profile AI marketing failures damage trust in automated systems

Speed presents the possibilities of grand failures, and if negative examples begin to dominate the headlines, it will foster scepticism and make companies wary of AI adoption.

New laws, regulations and mandates

Stricter privacy, security, transparency, and human supervision laws could limit AI’s ability to provide value.

Public distrust in AI causes companies to differentiate themselves by emphasising “No AI Here.” 

As AI becomes prevalent, consumers may become suspicious of how their personal data is used. This could lead to distrust, allowing brands to present a contrasting human-centric message and attracting customers wary of AI.

With these potential barriers in mind, it’s a valuable exercise to ask yourself these four key questions before investing in AI. Alternatively, you can download your free copy of AI for B2B Marketing Leaders to learn about experimenting with AI in safe sandboxes.