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Adobe's research shows B2B tech marketers are acutely aware of these challenges, with 55% citing quality and customer trust as their top concern in managing AI-generated content, followed closely by content monitoring at 53%. Consumer skepticism remains high, with 65% of US adults feeling uncomfortable with AI-generated content in ads, suggesting businesses must be transparent about their AI usage.

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Portions of the industry are also heavily B2B focused, and display is often better suited for B2B marketing campaigns. Telecoms are heavy brand advertisers focused on nationwide campaigns, as evidenced by the messaging wars between the major US telecom providers. Tech also leans heavily mobile, while travel and healthcare are again outliers in the other direction.

Maintaining a robust online and offline presence safeguards against unwanted interference from AI-generated content and ensures that B2B buyers can find the brands that they trust and will fulfill their needs. Predictions. B2B brands will leverage genAI to carve out unique identities. Small and large businesses alike can use genAI to help strengthen their brands’ equity.

Insurers looking to step into the space can refer to these examples for ideas on use cases for the model; whether to offer D2C or B2B products; and whether to approach the space through building, buying, or partnering. US-based insurtech Lemonade started offering blockchain-based parametric insurance coverage to crop and livestock farmers in Africa in March 2022.

Instead, the service is likely mostly being used for business-to-business (B2B) or interbank transactions. We still believe FedNow will be a game changer for consumer bill payments, and FedNow touted bill pay as a main use case for the service in July. But it may take years before consumers can use the service more broadly—whether for bill pay or other use cases.

Respondents include employees at B2C or both B2C and B2B companies with 100 or more employees.

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It also sees significant synergies across the companies’ B2B software offerings. Ä¢¹½AV You’s highly profitable Scayle software unit is one of the fastest-growing software-as-a-service commerce platforms in the world, and will complement Zalando’s Zeos ecommerce operating system.