Artificial Intelligence Marketing in B2B: Emerging Tools for Growth and Innovation in the Gear Sector

The objective of this work is to provide companies operating in the gear sector, such as hGears AG, with a simple, effective and structured procedure to digital transformation by applying new agentic and generative Artificial Intelligence (AI) technologies which eventually will improve Business-to-Business marketing and sales activities. The main goal is to propose improvements with a detailed and actionable plan of possible AI integrations with current available technologies. Before the exploring of actual AI instruments and business processes within the company, in the Literature review section are discovered the materials about development of AI technologies, proven examples in B2B sector and possible advantages and disadvantages of integration this innovative technology. The study adopts a practice-oriented approach, integrating multiple AI tools and large language models (LLMs) and automation platforms into a coherent, multi-phase process architecture. Two AI-driven automations were implemented to demonstrate how market intelligence, document analysis, and workflow orchestration can be operationalized in real business settings. Methodologically, the thesis combines process analysis, conceptual framework development, and applied system design, while performance evaluation is addressed through a multidimensional perspective on marketing ROI (Return on Investment). The findings indicate that AI delivers the greatest value when deployed as decision support rather than autonomous control, reinforcing the importance of explainability, governance, and human oversight.