AI is Our Present Reality

By Anja Leipold 
Corporate Communications
Menzel Elektromotoren GmbH

Under the theme “Getting Ahead of AI”, this year’s EASA EAA Convention in Malta examined how artificial intelligence is reshaping our businesses. As part of the program, the EASA Marketing Committee hosted a live session titled “Ready or not, here AI comes! How B2B marketing leaders navigate between hype, fear and real opportunity”. The discussion explored whether AI is truly a game-changer or still surrounded by hype in the field of marketing and communications.

Three members of the Marketing Committee shared practical insights on managing AI-FOMO, developing strategies, and keeping human expertise central in B2B marketing. The session also featured a live Mentimeter survey among the convention audience, providing real-time insight into how AI is being used in the daily work of our EASA members. The tool allows participants to respond to on-screen questions via their smartphones, with results displayed instantly for everyone to see, enabling interactive engagement and live data collection. In this article we would like to share the key findings from the poll:

Excitement and curiosity dominate
Most respondents reported feeling excited or curious about AI tools like ChatGPT, with only a few expressing skepticism or overwhelm. This suggests a strong openness to innovation in a traditionally technical industry.

ChatGPT leads, but experimentation is broad
48 respondents use ChatGPT for work, followed by Microsoft Copilot (26), EASA’s chatbot Eddy (18), and Google Gemini (15). Others mentioned Perplexity AI, reflecting a phase of active exploration across platforms.

Adoption is growing but uneven
Nearly half of the participants said their company has officially approved AI chatbots, while a quarter are running pilot programs. Some organizations have yet to approve AI tools, and a small minority forbid them, highlighting the need for clearer strategies.

Writing and communication are primary use cases
The main applications of generative AI are emails, reports, and proposals (41 respondents), followed by brainstorming and strategy (25), research and market insights (23), and data analysis/decision support (18). AI is already supporting core B2B communication tasks.

The survey reflects cautious optimism: interest is high, but implementation varies. To fully leverage AI, companies must move from curiosity to strategic capability.

Live on stage, the Marketing Committee debated whether AI is a game-changer or mostly hype. The panel agreed that AI’s value lies in thoughtful application. From automating repetitive tasks to enhancing strategy, AI is powerful—but only when guided by human expertise. Creativity, empathy, and contextual understanding remain irreplaceable in marketing. Here are four practical takeaways from the Panel discussion:

• Start with real challenges: Apply AI to measurable business needs—productivity, alignment, or communication—rather than using it for the sake of novelty.
• Focus on fit, not fads: Select tools that solve specific problems. Start small, experiment, and refine through experience.
• Debunk common myths: AI is more than hype. Customers may be more open than expected, and waiting too long risks falling behind.
• Prepare your data: Structured, clean data is essential for any successful AI initiative.

AI is not a threat — it’s an opportunity. But it rewards those who engage with it thoughtfully and strategically.