E164: Is Brand the Last Moat? What’s Left When AI Commoditizes Everything Else?

In this episode of B2B Marketing Futures, B2B marketing leaders explore whether brand is the last true moat as AI commoditizes content, design, campaigns, and personalization. The conversation moves beyond defending brand as a vague asset and instead asks what actually makes a B2B brand distinctive when execution is increasingly available to everyone.

The discussion examines whether brand becomes more important as B2B buying committees grow larger and more complex, spanning procurement, finance, legal, technical teams, and other stakeholders who may know very little about the category.

Participants:

Tabita Andersson, VP Marketing EMEA at Rimini Street

Jessica Deckinger, CMO at HealthEdge