The AI Accountability Gap in B2B Marketing, with Holly Enneking

Episode notes

AI is helping marketing teams create more content than ever, but no one agrees on who's responsible when it's inaccurate or misses the mark. In this episode, Holly Enneking , VP of Marketing at Markup AI , discusses the accountability gap sitting at the center of every AI-powered content workflow. With data from a new research report, she reveals why 92% of marketers are using AI more, yet only 44% actually trust the output, and why the disconnect between executive confidence and practitioner reality is creating serious risk for B2B brands. Holly explains where AI quality breaks down most (it's in content amplification across channels), how shadow AI is spreading unchecked across marketing teams, and what immediate steps marketers can take to build governance frameworks that hold up.