<p>B2B go-to-market is being fundamentally reshaped by AI, from how buyers discover solutions to how marketing teams create demand, build trust, and measure impact. <br></p><p>In this episode of B2B Marketing Futures, senior marketing leaders come together to explore how AI is changing day-to-day marketing work, how the balance between demand creation and demand capture is evolving, and what role brand, trust, and human judgment play in an AI-enabled world.<br></p><p>This episode offers a candid, practitioner-led discussion on navigating B2B go-to-market in the AI era, including emerging buying behaviours, the rise of LLM-driven discovery, and the new skills and mindsets marketers will need to stay relevant over the next decade.<br></p><p>Participants:</p><p>• Andrew Soane, Former Director, Global Head of Service Line &amp; Partner Marketing, Thoughtworks</p><p>• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify</p><p>• Carl Ronander, VP of Marketing, Funnel</p>