In this episode, Donna Peterson talks about the real fears many B2B marketers face when thinking about using AI tools and large language models. She explains why choosing an AI tool can feel overwhelming and why many industrial brands, executive education programs, and companies with long sales cycles hesitate to get started.
Why B2B Marketers Hesitate to Choose an AI Tool and How to Move Forward with Confidence
In this episode, Donna Peterson talks about the real fears many B2B marketers face when thinking about using AI tools and large language models. She explains why choosing an AI tool can feel overwhelming and why many industrial brands, executive education programs, and companies with long sales cycles hesitate to get started.
Donna highlights three concerns she hears most often:
• Not knowing which large language model to choose
• Worrying that AI will harm personal relationships
• Feeling unsure about learning what seems like a new technology
She explains that tools like ChatGPT, Gemini, and Copilot all work in similar ways, and the key is understanding how to guide them. Donna reinforces that AI should not replace personal connection. Instead, it should give marketers more time to build trust by handling routine tasks in the background.
Listeners will learn how large language models respond to clear direction, why “garbage in, garbage out” still applies, and how to start using AI safely without risking their brand voice. Donna also discusses the increasing interest in AI agents and why companies need to understand LLMs before creating customized agents for different departments.
The episode includes simple steps B2B teams can take to start using AI immediately, along with practical guidance for industrial marketers who want to use AI without losing the human touch that builds long-term relationships.
These insights support marketers looking for clarity on how to start with AI, how to protect their brand voice, and how to use AI tools responsibly in B2B marketing.
Episode Chapters:
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