The New Rules for Trustworthy B2B Marketing
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AI is giving marketers more power. But what happens to responsibility as more of the work becomes automated?
In this episode of MarketingEDGE, Abby White and Alexis Gajewski explore the new rules of trust in B2B marketing.
From growing expectations around AI disclosure to the surprisingly enduring value of the 5Ws — plus one AI boyfriend whose attempt to plan the perfect birthday goes spectacularly off the rails — this episode looks at what marketers need to consider as AI becomes more capable.
Because whether you're creating content or giving an AI agent permission to act on your behalf, one principle still applies:
You can automate the work. You can't automate away responsibility.
Episode Resources
AI labeling is becoming law. Are your marketing assets ready?
Article by Alexis Gajewski
What training 150 journalists has taught me about writing B2B marketing copy
Article by Erin Hallstrom
I wanted a perfect birthday. I got an agentic AI crime spree instead.
Article by Alexis Gajewski
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About the Author
Abby WhiteAbby White
Vice President, Content Studio
As Vice President of EndeavorB2B’s Content Studio, Abby 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.
Alexis GajewskiAlexis Gajewski
Contributor/AI Expert
With 18+ years in B2B media, Alexis Gajewski is best known for building the systems, training programs, and organizational infrastructure that help editorial teams operate at a higher level — faster, smarter and with clearer standards.
Her expertise spans the full editorial stack — from SEO, GEO and analytics to AI literacy, content strategy and journalistic standards — with a particular focus on translating emerging technology into practical frameworks editorial teams can actually adopt. She designs and delivers training programs that meet teams where they are and build toward where the industry is going, with a specialty in AI integration that covers everything from foundational literacy to advanced workflows and agentic applications. A frequent guest on ASBPE webinars, Alexis is a recognized voice on the intersection of journalism and AI, and she writes for marketers, editors, and authors on how to thoughtfully and strategically implement AI practices.
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