How agentic AI will radically transform B2B marketing with Elsevier’s Craig Welsh

Episode notes

In this episode of B2B Marketing: The Provocative Truth , Benedict speaks to Craig Welsh, Head of Research Marketing at Elsevier, about why most B2B teams are still stuck using AI as a content tool, and what they’re missing. Craig argues that the bigger opportunity lies in data, analytics and lead scoring, where AI can solve real marketing problems and help marketers become more strategic. Craig discusses where generative AI is falling short and how agentic AI could fundamentally change how brands engage. With trust, storytelling and human insight still at the core, this is a frank look at how AI can reshape marketing. Craig outlines what this means for the marketer’s role, the risks of getting it wrong and why human storytelling, trust and brand consistency are more important than ever.