What it takes to be creative in the AI era at HP
Where AI is delivering real lift in content and creative work, where it isn’t, and what creative leaders are doing to redesign roles and rethink hiring.
Intercept · Insights
Our field notes from B2B tech marketing.
Trends briefs, essays, and the ChatB2B podcast. What our strategists are seeing as AI reshapes how enterprise buying actually happens.
Podcast · ChatB2B
Enterprise B2B, from the people running it.
Andrew Au sits down with marketers, product leaders, and revenue operators. What they’re building, what’s landing, and what AI is quietly changing about the work.
Visit the ChatB2B pageStart here.
The three newest conversations.
Building the Backend for AI Agents
Inside the backend infrastructure that makes AI agents work reliably, from a former Microsoft GitHub Copilot leader now building agent tooling at Moderne.
The Rise of the Senior IC in the AI Era
Stepping out of management and into the senior individual contributor track, and how AI is reshaping product marketing, sales enablement, and partner enablement day to day.
The Library
The reading room.
Essays and briefs from Intercept strategists on where enterprise B2B is heading.
Velocity
SEO isn’t dead. It’s becoming findability.
Buyers have moved from searching to asking. The fight is no longer for a page rank, it’s for being selected and cited inside the AI’s answer.
Visibility
AI’s two-sided squeeze on B2B tech marketing.
AI is the first tech wave to both expand marketing’s mandate and compress the labor to deliver it. A field read on why 2026 lands heavier than every prior shift, and where enterprise marketing leaders should place their bets.
Activation
The AI confidence gap in B2B marketing.
Watchtower analysis of 328,000 B2B marketers finds AI proficiency at an all-time high while job confidence sits at the lowest reading across six adoption pillars. The four leadership moves that close the gap.
Intelligence
The hidden neuroscience behind high-performing ads.
AI has made creative production infinite and forgettable. Neuroscience and AI together can predict which ads will actually resonate, before the campaign spends a dollar. Meet Intercept Cortex, trained on EEG data from over 300,000 people.
Intelligence
The next era of AI-powered research.
Surveys are too slow and too biased for the pace B2B decisions move at. Listening to unprompted conversation across a 10M+ live audience is the new primitive of B2B research. Meet Watchtower, Intercept’s proprietary AI-powered research platform.
Visibility
AI is reshaping B2B tech marketing.
Generative AI has moved past experimentation. Enterprise teams are reconfiguring how campaigns get built, distributed, and measured, with governance and AI-ready content as the new operating baseline.
Visibility
Inside the acceleration of enterprise AI marketing.
Enterprise teams have caught the mid-market. Global tech brands are co-creating AI marketing workflows in flight, inside real campaigns at scale. Six workflows moving from pilot into practice.