Mika Yamamoto, Chief Digital Officer at SAP provided an insight into the convergence of human and artificial intelligence to gain excellent customer experiences. 

As Mika commented, it is easy to get lost in the data, when all we are trying to do is ultimately connect with individuals. Some of the best examples of organisations doing this effectively are B2C organisations like Apple or Amazon. Importantly they appeal to customers in a practical and emotional way.

Whilst technology has rapidly developed, the fundamentals of marketing (Product, Price, Promotion and Place) have not. The best in class businesses sell experiences as part of the product; consistently adding value to the buyer.

I think this is the same for how B2B organisations should approach their creation and transfer of content. They must ensure that their content consistently adds value to their target audience, and crucially that it's delivered in a personal manner that continues an existing journey or experience.