In this episode of the B2B Marketing Podcast, Kavita Singh sat down with Adam Bertelsen, AI Workforce Transformation Lead, Baringa to unpack how agentic AI is reshaping the way work gets done and what it really means for B2B marketers.

Adam shares cross-industry lessons from sectors like law, financial services, media, and government, revealing the patterns in which tasks AI absorbs first and why creative judgment, brand instinct, and relationship-building still sit firmly in the human camp.

Together, they explore the five “human-native” capabilities that matter more as AI matures: translation and judgment, accountability and trust, embodied presence, taste and provenance, and relationship-building. Adam and Kavita also dig into why so many organizations are failing to see real productivity gains from AI, how to move from experiments to strategic value, and why the smartest leaders are treating AI as an operating model shift rather than a tool rollout.

If you’re under pressure to prove ROI from AI without sacrificing distinctiveness, this episode is a must-listen. In addition, B2B Ignite will be taking place on 1 July in London.

Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite