F090: Human-Centered Marketing in the AI Era: Building Trust and Visibility for Job shops

AI-generated content is inundating the web, and many manufacturers are racing to publish more of it. At the same time, Google’s AI summaries and large language model chatbots are changing how industrial buyers research suppliers, compare capabilities, and evaluate technical expertise.

Fabricators, OEMs, and industrial service providers now face both risk and opportunity. Buyers increasingly use AI tools to assess materials, processes, tolerances, certifications, and application fit before ever contacting sales. If your expertise is not visible and structured correctly, you may never appear in those early research stages.

This session explores how AI is reshaping SEO for industrial companies and what it takes to rank in modern search results. Attendees will learn why surface-level AI content fails in technical markets, how search engines evaluate expertise and authority, and how to turn internal subject-matter experts into content assets that build visibility, credibility, and trust.

Numerous studies have documented that up to 95% of new B2B products fail. Per the WARC Advisory, one big reason why even the most innovative new products fail is almost always ignored: 82% of B2B companies’ marketing fails to clearly convey why their products are superior to the competition. My entertaining talk shows what’s missing in most B2B marketing and presents several illuminating case studies demonstrating how my unique formula for marketing success – called Provocative MessagingTM – has enabled B2B companies to not only succeed but achieve market leadership. Business owners, CEOs and CMOs in attendance will leave with a clear and refreshing understanding of what it takes to ensure successful new product launches as well as the rejuvenation of existing products.