AI Applications in B2B Marketing: the Example of IT Companies Operating in the Banking Sector

P. 1–14.

Serova E., Glukhova P.

The issues of AI applications are widely debated in scientific and business communities. Many businesses are investing in AI, but are disappointed by the insufficient results. Unfortunately, not many companies are yet reaping significant benefits from AI. This research is aimed to extend prior data on the effects of AI tools in the marketing practices of B2B companies operating within the banking sector. It is theoretical and empirical research in equal measure. The study methodology uses mixed model research, including thematic analysis of interviews, allowed for structuring the empirical material into five key themes; and the quantitative analysis, performed using the summated rating method, confirmed the main findings of the qualitative stage and allowed for the generalization of expert judgments across a range of parameters. The research is based on the analysis of large volumes of information, the author’s own experience, and literature review that includes the latest findings in this field.

Keywords: искусственный интеллект, банковский сектор, banking sector, B2B маркетинг, эффективность банковской деятельности, B2B marketing, IT companies, artificial intelligence (AI), mixed method research design, banking efficiency, mix-метод дизайна исследования, ИТ компании

In book

Proceedings of the British Academy of Management Conference BAM 2026. ISBN 978-0-9956413-8-9

L.: British Academy of Management, 2026.