Seventy-two percent of B2B marketing leaders increased AI investment in 2024, yet pipeline conversion rates fell for the third consecutive year (Forrester, 2025). The paradox is real: more intelligence, worse outcomes. The thesis here is simple — most teams are applying AI to the wrong problems. They are automating volume when the market rewards precision. This playbook diagnoses three structural plays that redirect AI investment toward buying-signal capture, account-level personalisation at scale, and revenue-cycle acceleration. Each play includes the signal that triggers action, the motion that follows, and the metric that tells you it is working. Adopted in sequence, these plays shift demand generation from a cost centre running on impressions to a revenue function running on intent.