AI is no longer the future conversation. It is already reshaping how B2B marketing and GTM teams think, plan, create and execute.

Recorded live in London, AI – Beyond The Hype brought together senior marketing leaders, GTM operators and industry voices for a candid discussion on what AI adoption looks like beyond the noise.

The conversation explored where AI is genuinely creating impact across modern B2B marketing - from buyer behaviour and brand trust to content engagement, operational efficiency, demand generation and pipeline influence.

Rather than focusing on theory, the panel unpacked the practical realities: what is working, what is still evolving, and why human judgement, creativity and strategic thinking remain critical in an AI-first environment.

Featuring perspectives from Tiffany Jackson, Tim Lamble, Daisy Harris, Tony Larks, Nikki Stenson, Amy Conner and Christian Dahlskog, this discussion offers a grounded look at how B2B teams are moving beyond experimentation and into real execution.