Have you noticed another trend accompanying the rapid mainstreaming of AI, the one where companies are reminding customers that their services are "human-led" or "human-centered"? It appears that most consumers are not quite ready for the AI revolution, and marketers must be mindful of positioning their companies as innovative — and therefore embracing technology like AI — but also still, well, human.
For example, ABM, a multinational provider of facility, engineering, and maintenance solutions, recently announced a rebrand of its Blackjack Promotions division, repositioning the travel-retail staffing and experiential marketing group as ABM Experience Solutions (AX). As the company stated in a press release, "This solution marks a strategic step in ABM’s growing guest experience capabilities, bringing together the innovation, people-first focus, and operational excellence that define the ABM brand."
As AviationPros notes, ABM Experience Solutions will offer more personalized and "emotionally resonant customer experiences" in airports, venues, retail environments, and commercial spaces, focusing on four core pillars:
- People: Brand-aligned staffing and ambassador programs
- Experiential: Immersive, activation-driven brand environments
- Learning & Development: Custom training solutions and service-focused development
- Service Design & Consultancy: Strategic advisory to optimize customer journeys and workforce planning
For B2B marketers, this is a good example of treating customer experience as a strategic, branded offering rather than a collection of disconnected tactics. Additionally, the rebrand enabled ABM to augment its larger shift toward integrated, human-centered solutions backed by data, technology, and operational expertise.
Ask yourself — and the rest of your marketing team — where "human-centered" fits in your services, staffing, training, and customer journeys. The real opportunity for B2B marketers is to package those elements into a clear, differentiated experience so customers can feel the difference.
About the Author
Abby White
Vice President, Content Studio
Abby White is a content strategist, newsroom-trained writer, and brand storyteller. As Vice President of EndeavorB2B’s Content Studio, she leads client-driven custom content programs across 90+ brands and the content strategy for topic and role-based newsletters serving executive audiences. An award-winning journalist with a marketer’s mindset, Abby brings 25 years of experience leading editorial, communications, marketing, and audience-building efforts across industries.
Abby launched her first magazine, Abby’s Top 40, in 1988 and made everyone in her family read it. While attending the University of Illinois, she paid her rent as a professional notetaker, which might explain why she still gets asked to take notes in meetings. Since then, she has held editorial leadership roles at an alt weekly, a newspaper, a luxury lifestyle magazine, a business journal, a music magazine, and regional women’s magazines, developing a sharp writing edge and a conversational tone that resonates with professional audiences.
She expanded into marketing while leading communications for an entertainment industry nonprofit and later drove rebranding and audience-building efforts for an NPR music station. At EndeavorB2B, she has been instrumental in driving editorial excellence, developing scalable content strategies across multiple verticals, and building the foundation for EDGE, the company’s portfolio of executive newsletters.
And if you’re a writer interested in contributing to MarketingEDGE, she’s the person you need to (politely) bug.
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