AI in marketing
In recent years countless reports have appeared on AI in marketing. What do they show? In 2025 around 85% of marketers use AI tools, mainly for things like content creation, data analysis and personalisation.
But that does not mean AI comes up with campaigns itself, or builds relationships with customers. It means that we as people gain time. That we can produce first drafts of texts faster. Or discover patterns in customer behaviour more easily.
And in B2B that is no luxury. Think of long customer journeys, several decision-makers, and often a mix of marketing, sales and subject experts working together. Still relying on generic SEO/SEA and ‘more traffic’ as a KPI? Time for a reality check.
How AI can work in your favour
Let's be honest: AI is not just hype. It really can add something. Not as a replacement for your team, but as a tool that can make your work better, faster and more personal.
A few examples:
Faster from idea to first draft
AI helps you get concepts on paper faster. No more writer's block at the start of a blog, customer case or campaign proposal. You provide the direction, AI helps with the first outline.
Better insight into your audience
AI tools can analyse data from your CRM, website or campaigns and reveal trends. What works? What resonates? Where do people drop off? That gives you valuable input for your content strategy.
Personalisation at scale
With AI you can tune communication to different audiences without it becoming manual work. Think of personalised emails, landing pages or ads tailored to industry, role or stage in the customer journey.
More room for creativity
Precisely because AI saves you time on repetitive tasks, you keep more room for what makes you and your team unique: creative ideas, sharp campaigns, new angles. Think of the tone of voice in a customer case or the storytelling in a proposal.
The art is: keep thinking for yourself. See AI as a smart assistant, but not as the author of your story. You decide the direction, the tone and the why. That keeps your content genuine and credible, and lets you make AI work in your favour.
Why your story and proposition matter even more now
Over the past ten years marketing has increasingly become a kind of contest. How many blogs? Views? Impressions?
But by now we know that focusing only on ‘more traffic’ is not enough. Especially now that AI itself is starting to write content and search engines are changing, something else is needed.
In B2B it is rarely about direct clicks. People want to understand why your organisation matters. Why you make, say or do something. What your people experience. And how you translate that into something relevant to them.
We all prefer the most personal posts on social media, don't we? The same applies in B2B: you are more likely to listen to people with a recognisable story, right?
The pitfalls of AI in marketing
Precisely because AI can do so much, there is a risk of overdoing it. And by that I mainly mean quantity and superficiality. The idea that it has to be ‘a lot’ above all.
We see that in three things:
- Content overload: as if you have to publish a hundred blogs to be visible.
- Loss of focus: if AI supplies all the ideas, what is still yours?
- Lack of trust: customers can sense whether something is meant, or just AI-generated.
Especially in B2B, where substantive authority and trust are decisive, it is fatal if your communication feels generic.
So what does work?
Among the many agencies and teams that use AI successfully, we see a few recurring principles:
Start with your vision. What really drives you? Where do you want to bring change in your sector or for your customers? Your story is your positioning.
Use AI smartly. For example to analyse data or personalise campaigns. But: keep editing yourself. Add feeling and nuance and personal USPs.
Measure not just views, but relationships. Which content leads to conversations? Which email gets answered? Who comes back to your site?
Invest in your team. Make sure people understand what AI does and, above all, what it does not do. Think of prompt design, storytelling, critical editing.
Keep listening. To customers, to what is going on and to the reactions to your content.
Finally: the power of language
The marketing teams that stand out in 2025 are not necessarily the ones with the most output. They are the ones with the clearest story. And the ones not afraid to let their own experience and their own story be heard.
So our answer? No, AI is not taking over marketing. But it is changing how we work, think and communicate. And used deliberately, that can free up a lot of room for better strategy, creation and customer contact.
We sometimes forget it in a world full of dashboards and deadlines, but in the end that is what B2B is all about: a human being on the other side of the screen. And no AI is needed for that.
