Are we at risk of getting lost in the hype of AI, or can it really drive results in B2B marketing? And how do international perspectives shape our approach?

In Episode 6 of The HEX-Files Energy Marketing Podcast, Host Arnaud Dasprez and global AI strategist Marco Luciano, Head of the AI Studio at BBN, explore how artificial intelligence is shaping the future of B2B marketing, particularly in the energy and industrial sectors. They discuss key challenges and opportunities, including AI-powered search, UX design, SEO strategy, and AI governance, all with a focus on achieving real-world business results.

Marco Luciano, an Italian based in Germany, leads a globally distributed team focused on creating advanced AI solutions for B2B marketing and sales. His work spans search innovation, interface design, and scalable AI governance. At BBN, he guides companies through the complexities of adopting AI with a strong focus on usability, security, and real business outcomes.

In this episode, expect to learn:

• How global companies are using AI to enhance customer and internal experiences
• Real-world use cases of AI search and maintenance support in industrial settings
• Why UX design must evolve with AI capabilities in mind
• The impact of AI on SEO, brand visibility, and marketing sustainability
• How to build and budget for your own team of AI agents

Episode Highlights:

[00:00] - Teaser

[01:07] - Introduction of podcast and guest Marco Luciano

[04:16] - AI, mythology, and global perspectives

[05:51] - Marco’s background and global approach to B2B AI

[08:01] - Where AI is making the biggest impact in B2B marketing

[09:32] - Real use case: AI-powered search and remote maintenance

[10:09] - Why traditional chatbots failed & how to fix the experience

[13:58] - Should you name your AI? Branding bots with personality

[16:22] - AI, SEO, and getting found online today

[25:57] - How AI is changing agency-client relationships

[28:19] - Privacy, compliance, & the cost of building internal AI platforms

[35:21] - Budgeting AI like a new hire: a practical starting point

[38:27] - Final thoughts and where to find Marco online

Follow our Guest Marco Luciano on:

• LinkedIn: https://www.linkedin.com/in/mluciano/

Follow Host Arnaud Dasprez on:

• LinkedIn: https://www.linkedin.com/in/arnaud-dasprez-3a949a/
• Facebook: https://www.facebook.com/arnaud.dasprez
• Instagram: https://www.instagram.com/arnauddasprez/

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