Rethinking the algorithm: Why B2B media needs strategic guts in the AI age

AI is transforming how we plan, optimise, and deliver media in B2B. But are we letting it think for us? Our Head of Biddable Media, Alex Beddoe gives us his thoughts on how to build high-performing B2B media programmes in an AI-first world and why the sharpest results still come from where smart technology meets smart thinking.

Every platform is rolling out new automation tools. New vendors are flooding the market with their techno-AI-wizardry dashboards that promise AI optimisations, AI waste reduction, AI personalisation – all powered, of course, by more AI.

It’s easy to get swept up. But amidst the hype, we run the risk of overlooking what still makes the biggest difference to how a campaign performs: strategy, creativity, and human judgement.

At Transmission, we’re embracing AI across every part of our go-to-market strategy – from planning and audience targeting to measurement, creative, and beyond. But we’re also setting guardrails, building our own frameworks, and constantly pressure-testing the tech. Because if everyone uses the same tools in the same way, what sets us apart?

I’ve been closely involved in building out AI solutions, shaping how we use them across client programmes, and feeding into product solutions for partners like LinkedIn. The result? I’ve seen what works and where it can go wrong. And despite all the noise, I keep coming back to the same conclusion:

AI is a brilliant accelerator, but it’s human creativity and context that create real differentiation.

Strategy first: Gutsy marketing in practice

Strong marketing doesn’t start with tools; it starts with perspective. Defining your position, your purpose, and your role in the market is the foundation that everything else builds on.

Leading with strategic guts requires a perspective shift: put strategy and creativity at the forefront and treat AI as a support system. We’ve embraced this with our go-to-market proposition that prioritises human-led strategy backed by integrated services. It’s an approach that puts human-led strategy at the heart, supported by integrated capabilities that bring it to life.

This approach flips the script on ‘algorithm-first’ marketing. Rather than starting with what the tools can do, we start with what the customer needs and what the business aims to achieve. But don’t mistake “strategic guts” for impulsiveness. It’s informed bravery. It means fostering a culture where creative risk-taking is supported by data, not stifled by it.

The boldest strategy is only as strong as the audience insight behind it. Knowing who you’re talking to, where to find them, and how they behave is what turns good planning into real performance.

Let’s reframe: From ‘Human + AI’ to ‘People Powered, AI Enabled’

You often hear about Human + AI as the ideal model. But in my view, the equation needs rebalancing, which is why I prefer to think of it as People Powered, AI Enabled. Audience insight is where it begins, but it’s how you apply that insight – at speed, at scale, and with the right judgement – that makes the difference.

Platforms like LinkedIn offer increasingly powerful tools like Buyer Groups and Predictive Audiences to support this. These AI-driven solutions help identify and model buying committees or surface likely-to-engage audiences based on intent signals. They're a strong foundation but are off-the-shelf by nature.

That’s why we go further at Transmission. Our proprietary Audience Intelligence framework blends platform signals with our 3P intent data, technographics, behavioural insights, and client-specific inputs. This gives us a sharper lens and gives our clients smarter, more tailored, and commercially aligned audience strategies.

Yes, we use AI to scale insights. But we rely on human judgment to challenge assumptions, stress-test outputs, and shape activation plans. We don’t just accept what a model gives us; we interrogate it. And when it comes to optimisation, we balance automation with manual tuning to ensure campaigns are aligned to real business goals – not just in-platform performance.

This is where B2B marketers need to keep control. AI can simulate, score, and suggest, but the sharpest campaigns still need a strategist with guts to make the final call. That’s what turns good campaigns into high-performing ones.

AI optimisation vs. originality: The real creative risk

Let’s be clear: AI and algorithms have revolutionised marketing. Machine learning powers our ad bidding, content recommendations, and even content generation. But as AI becomes more capable, the creative risk isn't just whether the machines work – it’s whether we let them flatten our originality in the process.

We’re now in an era where AI can generate content in seconds – from copy and headlines to fully designed visuals. One day your feed is full of Pixar-style profile pics; the next it’s all Studio Ghibli-inspired slideshows. These trends can be fun and culturally relevant, but the novelty wears off fast. When everyone jumps on the same visual format, the algorithm isn’t helping you stand out – it’s making you wallpaper.

The brands that win use these tools tactically, guided by a bigger vision. AI might help prototype a concept or rapidly test variants. But it’s human creativity – the storytelling, timing, emotional cues only we people are capable of – that makes content memorable and moves buyers.

AI’s allure is real, I get it. But so are the limits. Algorithms are incredibly efficient at optimising for the parameters we give them. And that’s the catch. They optimise what we tell them to, not necessarily what we should optimise. If you point an algorithm towards click-through rate, it’ll chase that metric relentlessly – even if those clicks don’t convert.

Keep your AI usage smart and your strategies sharper

Over-reliance on automation also threatens our strategic edge. If every competitor is using the same smart bidding tool and the same AI copywriter, where’s your advantage? Marketers risk becoming complacent and losing critical thinking skills by leaning too much on AI. The result? A generation of ‘group-thinking’ marketers churning out AI-approved content that all looks and feels the same.

Interestingly, we might even see a pendulum swing where authenticity becomes the differentiator. Gartner predicts that by 2027, one in five brands will actively promote the fact that they don’t use AI in their content just to stand out.

Algorithms can’t replace the human touch in understanding nuanced buyer motivations or daring to push a creative idea that doesn’t fit the data pattern (yet). McDonald’s is a recent example of this.

The brand had to pause an AI-powered drive-thru experiment after the system started auto-combining orders in bizarre ways, like adding bacon to ice cream or serving 260 Chicken McNuggets in a single meal. Funny for headlines, less so for customers. It’s a light reminder that while automation can drive efficiency, it still needs oversight, supervision, and sometimes, a human reality check.

Creators, influence, and storytelling in B2B

Top creators like MrBeast offer the perfect counterpoint to algorithm-only thinking. He’s mastered platforms like YouTube, but what sets him apart is his understanding of human psychology, storytelling, and relentless creativity. He didn’t stop at viral stunts. He launched a food brand, created content for Amazon Prime, and built a multi-platform empire reportedly worth $5 billion.

The takeaway for B2B? Top creators know how to work with algorithms without being ruled by them. They blend data-savvy execution with authentic storytelling and audience intuition – a mindset more marketers should embrace.

In B2B, we’re seeing our own wave of creator-led content. Katie Martell, for example, challenges industry tropes with a bold, humorous voice that resonates because it’s distinctly human. And it’s not just creators, either. Influence now spans thought leaders, advocates, subject matter experts, and internal brand champions.

Beyond the buyer journey: Signals, silence, and search

But what happens after we reach our audience? Understanding their journey – especially in a world of signal loss and AI-driven discovery – is more complex than ever. B2B marketers have long obsessed over mapping the buyer journey. But today’s customer path is non-linear, fragmented, and increasingly influenced by offline and invisible signals. Events, dark social, casual Slack mentions, WhatsApp shares – they all shape perception, even if they’re untrackable.

To make things more complex, AI search tools like ChatGPT, Gemini, and Perplexity are now changing how buyers research. Gartner predicts that traditional search volume will drop by 25% by 2026. And when buyers ask AI for recommendations, only a handful of brands will ever be mentioned.

So, while AI helps us interpret visible signals, we also need to market into the whitespace – building brand memory, creating preference, and delivering value in ways that go beyond the clicks we can see.

The key takeaway: Lead with guts, backed by AI

AI is part of the fabric of marketing and that’s exciting. But for all the excitement, B2B marketers shouldn’t lose sight of the human spark that makes marketing great. Don’t blindly trust the algorithm. Trust your strategic gut. Be the marketer who asks, “Does this feel right for our brand? Is this truly what our audience cares about?”

Use AI as a powerful support tool. Let it crunch numbers and automate the repetitive tasks, but never relinquish the captain’s chair. Your strategic direction must remain human-led because that’s where the magic happens.

The brands that follow this principle will craft more memorable campaigns, build deeper customer trust, and ultimately drive more growth. And in good spirit – yes, this blog has been co-crafted with the help of AI. But the hours of reflection, personal experience, and deliberate storytelling behind it? That’s all human. Because that’s the difference AI can’t replicate.

We can help you lead with guts. Get in touch to find out more about how we’re using AI to make magic.