AI has moved from buzzword to business tool—and fast. But for B2B marketers managing complex buyer journeys, lean teams and constant pressure to perform, adopting it can feel less like an opportunity and more like a distraction.
Your challenge isn’t knowing that AI matters. It’s knowing where it makes a difference and how to apply it without overwhelming your team or derailing your strategy.
That’s why I sat down with Ryan Pudloski, JPL’s Chief Technology Officer, to unpack the practical side of AI: where it fits, what to prioritize and how marketers can use it to create meaningful momentum.
Let’s get into the moves that truly make an impact.
Q: What’s the first meaningful step a marketer can take with AI?
Ryan Pudloski: Start with a real use case that solves an actual problem. Don’t treat AI like a random experiment. Use it where it can add real value. That might be drafting content outlines faster, organizing research or speeding up campaign brainstorming. If it supports your team or helps you hit a business goal, it’s worth exploring.
From there, pick a platform that fits your needs and take the time to learn how it “thinks.” It’s not about dabbling. It’s about utility. That’s where the real payoff begins.
It’s fine to let people play around with AI so they get comfortable and understand the basics, but don’t let this phase linger on for too long.
Q: For teams evaluating multiple AI tools, what’s the best way to move forward?
Ryan Pudloski: Don’t start by chasing the latest features. Most tools share a lot of the same core capabilities. Instead, think about how easily your team can learn it and how well it integrates with the systems you already use.
Once you find a good match, go deeper. Learn how to write effective prompts, how to fine-tune responses and how to get predictable results. That fluency builds over time, and that’s when AI starts becoming a dependable part of your workflow, not just something you’re testing.
Q: What’s your approach to using data well in AI applications?
Ryan Pudloski: It’s all about relevance, not volume. More data isn’t always better. In fact, it can make things messier. Start by asking: What decision am I trying to make? or What message am I refining? Then give the model only the information it actually needs to support that task.
Think focused, not flooded. You’ll get clearer outputs the first time and fewer frustrating do-overs.
Q: Can you share a realistic example of how AI has helped B2B marketers work more efficiently?
Ryan Pudloski: Absolutely. One of the most impactful examples we’ve seen is using AI to distill meeting notes or transcripts into useful takeaways. Think about the amount of information that comes out of strategy sessions or subject matter expert interviews. It can pull out key themes, summarize decisions and even recommend next steps. That’s time you get back immediately.
Another area is creative generation. If you need a handful of campaign message variations or a few LinkedIn headline ideas, AI can quickly draft options that you can shape and refine. It doesn’t replace strategy or the need for a human to fine-tune for quality, but it absolutely helps you get to first drafts faster.
Q: How do you help teams or stakeholders who are skeptical about using AI?
Ryan Pudloski: Start with what they already know. Most people are using AI daily. They just don’t realize it. Spell check. Predictive text. Smart recommendations in search or streaming apps. AI is already helping them. Framing it that way makes it feel a lot less intimidating.
Then show how it solves a real problem. Maybe something tedious, like organizing content or generating first drafts. Once they see a practical use case in action, the conversation shifts from fear to curiosity.
Q: Some marketers feel like they’re being rushed into AI by leadership without a clear strategy. What’s your take?
Ryan Pudloski: You don’t need to prove value by doing everything with AI. You need to do the right things that are directly tied to business outcomes. Start by identifying a few use cases that are high-impact but manageable.
Then track the results. Whether it’s time saved, better quality output or faster delivery, document how it’s helping the team do more of what matters. That’s how you build trust with leadership and build momentum at the same time.
Q: If you had to sum it all up, what’s your one piece of advice for B2B marketers looking to integrate AI?
Ryan Pudloski: Use AI as a tool for traction, not just automation. Its real value is in reducing friction, elevating quality and accelerating the work that matters. When you apply AI with purpose, it amplifies your ability to deliver meaningful outcomes—for your team, your audience and your business.
Integrating AI isn’t about scrambling to keep up. It’s about moving forward with intention. Find the places where AI helps you move faster, think smarter or operate more efficiently. Then measure the impact. That’s how you build trust, show results and turn AI into a real competitive advantage for your brand.
About Ryan Pudloski, Chief Technology Officer: Ryan advances how JPL uses technology to solve complex client challenges, focusing on solutions that integrate creative, technology, media and analytics.
