Even in the age of AI, the core principles of marketing don’t change.
Why?
Because it’s still humans making the decisions. Even if AI agents start buying things for us, they’ll be acting on what we tell them because we are driven more by emotions like tension, fear, excitement, desires, and dreams than by pure logic.
Create a product for humans. Even in B2B, humans make the buying decisions. They can be both risk-takers and risk-averse. Early on, they are often risk-takers if a salesperson shows how the product can reduce costs or why acting now secures the future. But as the deal progresses and more stakeholders get involved, their behavior tends to shift toward risk aversion.
Even if the client isn’t the user, the purchasing team is the one who ultimately decides, because they are always asking, “What’s in it for me?”