Lab-Grown Campaigns and AI Sprints: How ANA’s 72-Hour Challenge Redefined B2B Marketing

Lab-Grown Marketing: Inside the ANA’s 72-Hour B2B AI Ad-athon

At the recent ANA Masters of B2B Marketing Conference, AI wasn’t just a buzzword in keynotes—it was the centerpiece of a bold experiment. For the first time, the ANA organized a live challenge: crafting two complete campaigns for B2B leaders EY and Plante Moran in just 72 hours, powered entirely by AI-driven partners.

“Could we actually do it? Could we move from insight to live ad in the time it usually takes to schedule a kickoff call?” said Bill Zengel, EVP at ANA. This was a practical test, not theory.

The choice of EY and Plante Moran, firms known for cautious innovation, underscored the point: fast, AI-driven marketing isn’t just for startups. “We wanted to show B2B marketers there’s no need to fear speed and experimentation,” said Debbie Kestin Schildkraut, ANA’s SVP and B2B practice leader.

72 Hours, One Campaign, Seven Partners

The sprint involved seven AI-focused partners, spanning synthetic research, AI video creation, and programmatic media planning. Research kicked off the process. Peter Weinberg from Evidenza explained, “This was the first full lab-grown campaign we’ve helped build—from synthetic research and strategy to creative and testing—all within days.”

Using AI to simulate buyers such as CFOs and CIOs, Evidenza generated synthetic samples that bypass typical survey fatigue and scale quickly. Their insights shaped the campaign briefs before the conference even started. These briefs then guided Waymark’s AI-powered video production, Spectrum Reach’s media planning, Epidemic’s testing, and Brandlight’s AI visibility diagnostics.

Waymark CEO Alex Persky-Stern described the video creation process: “We turned brand assets and briefs into live B2B ads within two days. The AI rapidly generated multiple versions, allowing clients to instantly review, tweak, and refine. It’s a fluid, collaborative workflow, unlike traditional production.”

Brandlight: The New Frontier of AI Search

Imri Marcus, CEO of Brandlight, emphasized the urgency of monitoring AI-driven search. “Ignoring AI search today is like being blind on a cliff edge,” he said. His platform helps brands understand how they appear across AI interfaces like ChatGPT and Google’s AI Overview.

Google reports that 60% of users now see AI-generated answers before traditional links, making AI search a critical channel for marketers. Marcus predicts every enterprise will soon allocate budgets for AI visibility. “The smart ones are already acting.”

Different Approaches: Plante Moran and EY

EY took a cautious path, building on existing campaigns while using synthetic research to refine messaging for precise segments. Plante Moran’s CMO Marten Van Pelt offered full creative freedom, allowing the team to develop a new campaign from scratch including creative and targeting.

Zengel called the experiment “a blueprint, not a gimmick.” The ANA plans to monitor campaign performance post-conference and share insights with members.

AI: B2B’s Word of the Year, Twice Over

The ANA has named AI its Word of the Year for the second consecutive year. The project demonstrated AI’s broad utility—not just in automation but in creation, insight, measurement, and media.

That said, some processes remain human-paced. “Creative can be generated instantly,” Weinberg noted. “But legal and compliance still move at human speed.”

From Ostriches to Wolves: A Call to Act

At the conference, delegates were asked whether they see themselves as “ostriches” ignoring AI or “wolves” acting on it. Marcus was clear: “Ostriches wait it out. Wolves act.”

What’s Next for B2B Marketing?

The future looks leaner and faster, with AI handling heavy lifting. Marketers willing to embrace these tools will lead campaigns that deliver results quicker and with greater precision.

For marketers aiming to deepen their AI skills, exploring practical AI courses can provide a strong foundation. Check out Complete AI Training’s latest AI courses to get started.