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Knowledge management (KM) is an important topic in the age of big data, and this study adds to the existing body of literature by providing a novel KM perspective on the technological phenomenon of artificial intelligence (AI). This study aims to discover how AI might facilitate knowledge-based business-to-business (B2B) marketing. In this chapter, the authors take a close look at the building blocks of AI and the relationships between them. Future research directions and also the effects of the various market information building components on B2B marketing are discussed. The study’s approach is theoretical; it tries to provide a framework for characterising the phenomenon of AI and its constituent parts. Additionally, this chapter provides a methodical analysis of the three categories of market information crucial to B2B marketing: knowledge of customers, knowledge of users, and knowledge of external markets. This research looks at AI through the lens of the conventional data processing framework, analysing the six pillars upon which AI systems are founded. It also explained how the framework’s components work together to transform data into actionable information. In this chapter, the authors will look at how AI works and how it can benefit B2B knowledge-based marketing. It’s not aimed at AI experts but rather at general marketing managers. In this chapter, the possible effects of AI on B2B marketing are discussed using examples from the real world.

Lived experience has increasingly been incorporated into service delivery across health and social care settings. One of the methods used to do this is through the provision of peer support work. While many people will have lived experience of an issue, condition and may even work in services, peers are markedly different insofar as they are employed specifically because they are using this lived experience to explicitly inform their way of providing an intervention. As we will see throughout this book, peers are not a homogenous group; however, they do use some of the same processes to engage and offer support to people with a variety of health and social vulnerabilities. This chapter contextualises these issues before delving into further chapters authored and co-authored by those with lived experience across multiple areas of peer support work.

Implementing any evidence-based practice into complex systems is hugely difficult. Implementing peer support is very much at an early stage in most systems around the world. This chapter examines the implementation of peer work into health and social care systems by drawing on an ecological perspective. The wider sociocultural context is considered, while the organisational context and how this shapes both the peer and service delivered is further explored. Some tips are provided across the ecology of factors that the research describes as being important to implementation.