In this episode of B2B Marketing Futures, we tackle one of the most urgent questions facing marketers today: How to position yourself as a winner, rather than a loser on AI.

Our panel brings frontline perspectives on where AI adds value, where it goes wrong, and how to make it a true differentiator. From freeing up time for creativity and human connection, to the risks of over-automation and generic campaigns, they share practical lessons and strategies for using AI with impact.

Participants:

• Julia Kertesz – Senior Marketing Manager at Acronis, leveraging AI to drive high-impact projects and her professional blog, a balance that earned her a nomination for the 2025 Scottish Women in Tech Awards.

• Aileen Stephenson – Sr. Director Digital Marketing at Ericsson, author of the upcoming Gaslighting ChatGPT and creator of the Substack Meet Alex, using AI as a creative partner to scale analytics, content, and thought leadership.

Together, they explore:

• How AI is reshaping day-to-day marketing work

• What separates marketers who thrive with AI from those who stumble

• How AI enables more time for creativity, emotion, and human connection

• The pitfalls of relying too much on automation and how to avoid generic output

• How personal brand and creativity, amplified by AI, can drive strategic advantage

Whether you’re testing prompts or building enterprise workflows, this episode is packed with insights on how to turn AI into a winning edge.

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