Every B2B Tech Brand Added AI:Nobody Knows How to Sell It

​Most B2B tech companies have rushed to add "AI-powered" or "agentic" labels to their products, but they have no idea if their messaging is actually landing or just adding to the noise. While product teams ship features at lightning speed, marketing teams are often left struggling with positioning that sounds exactly like everyone else, leading to buyer fatigue and stalled pipelines.

​Join Katya Bovykina, Founder of Landswell and Fractional CMO, as she breaks down the high-stakes challenge of positioning AI in a saturated market. This session will explore how B2B brands can move past generic claims and develop a messaging strategy that actually resonates with skeptical senior marketers and CEOs. Katya will share insights from working with dozens of B2B brands to diagnose where AI narratives break down and how to rebuild them for clarity and impact.

​We will also dive into the "humanization" debate - examining whether brands should personify AI agents or lean into technical transparency. This approach reveals not just how to talk about your features, but how to align them with the specific market moments and audience needs that drive real demand.

​Here’s what we’ll cover:

​• The AI Messaging Trap: Why most B2B AI positioning fails to convert and how to identify if your marketing looks "busy" but isn't working
• Strategic Positioning vs. Copycatting: How to build a narrative that stands out against competitors in a crowded tech landscape
• The Personification Dilemma: Should you humanize your AI agents? We’ll look at current trends and psychological triggers in B2B marketing
• Diagnosis to Delivery: How to analyze your current messaging across the pipeline - from the first click to the final contract
•Future-Proofing Your Brand: Practical steps to improve visibility and authority as AI and agentic features become the new industry standard