FINITE: B2B Marketing Podcast for Tech, Software & SaaS #176 - Humanising B2B Brands to Stand Out in an AI Era with Deema Tamimi, VP Marketing at The Brief
Nov 10, 2025
Deema Tamimi, VP Marketing at The Brief and seasoned tech marketer, dives into the essence of humanizing B2B branding amidst an AI-dominated landscape. She shares insights on how companies can go beyond the typical 'About Us' pages, infusing authenticity and artistry into their messaging. Deema discusses the delicate balance between leveraging AI for efficiency while retaining human trust. She also highlights the importance of real stories and faces in content, emphasizing that creativity should reclaim its place in marketing.
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Episode notes
Branding Is Back As Core Marketing
- Marketing is swinging back from pure mechanics to storytelling and brand essence.
- AI can free time for creativity but increases the need to rebuild human trust.
AI Use Will Sit On An Authenticity Spectrum
- We're in an experimentation phase where brands vary between full AI, no-AI, and co-creation.
- Authenticity may become a spectrum where explicit disclosure could itself be a trust signal.
Co-Create With AI And Show Faces
- Treat AI as a co-creator and refine outputs rather than accepting prompts verbatim.
- Show real people and clear trust signals like press coverage and team pages to reassure customers.