Strategic futures of B2B marketing: a Delphi-based foresight study on AI and interconnected drivers of transformation

Purpose This study aims to investigate the strategic futures of business-to-business (B2B) marketing by identifying the interlinked themes shaping its transformation, with particular attention to artificial intelligence (AI) as a cross-cutting force embedded in sociotechnical and institutional developments. Design/methodology/approach A two-round Delphi study with 29C-level industry experts was conducted. Responses were coded into 192 thematic mentions across 16 themes, analyzed through co-occurrence mapping and classified in a dual-axis typology by perceived nature (opportunity vs challenge) and origin (sociotechnical vs institutional). Findings AI is central but rarely operates in isolation: it co-occurs with every other theme, functioning as the connective node between internal capabilities and external demands in interorganizational relationships. The typology reveals a statistically significant attribution asymmetry (χ2(1) = 40.23, p < 0.001): internally buildable themes are framed as opportunities, externally imposed demands as challenges. Originality/value The paper theorizes AI not as a tool within the firm but as a boundary-spanning coordination mechanism coupling sociotechnical and institutional domains. The dual-axis typology, tested attribution asymmetry and three propositions provide a foresight-driven framework for understanding strategic readiness in B2B transformation.