AI in Practice

Artificial Intelligence is changing how marketing functions operate. The question most senior leaders are actually asking isn't whether to adopt it — it's where to apply it, what to protect from it, and how to govern it without slowing everything down.

Those are judgment questions. And judgment is what this series is built around.

What This Is

AI in Practice is BlindSpot's applied research and perspective on how enterprise B2B marketing functions — product marketing, demand generation, brand, and beyond — can deploy AI with clarity and discipline.

This is not a tools directory or a prompt library. Every piece of content here is written for senior practitioners and leaders who need to make real decisions about how AI fits into their function, their team, and their GTM motion.

The through line across all of it: AI augments judgment. It does not replace it.

The Core Questions We're Working Through

Every article, framework, and assessment in this series addresses one or more of these questions:

Where AI creates genuine leverage in marketing functions, and what that leverage actually requires to capture.

Where the handoff from AI to human judgment is non-negotiable, and why getting that boundary wrong is costly.

How to govern AI adoption without creating bureaucracy that defeats the purpose.

What separates organizations using AI to compound their advantage from those using it to generate more output nobody reads.

AI in PMM: The Foundation Series

Product marketing is where we start, because it sits at the intersection of the decisions AI is most likely to influence and the judgments AI is least equipped to make.

The Foundation Series maps the full product marketing responsibility set against AI applicability, identifies the highest-leverage areas for deployment, and names the decisions that have to stay with a human leader.

AI Won't Replace Product Marketing Judgment. But It Will Expose the Lack of It.

A Note on How This Content Is Written

Every post in this series is written from operational experience, not vendor positioning. BlindSpot works inside enterprise B2B marketing functions. What we publish here reflects what we've seen work, what we've seen fail, and where the real risk in AI adoption tends to hide.

If something in this series challenges your current approach, that's intentional.

Work With BlindSpot

If your organization is navigating AI adoption inside your marketing function and needs a structured, senior-led approach to doing it well, BlindSpot can help.

Book a consultation