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AI for B2B Marketing: How to Feel

Source: unite.ai

Published on June 23, 2025

AI is now integrated into many marketing tools. A survey revealed that 71% of B2B marketers are optimistic about AI's role in B2B marketing, while only 8% are cautiously skeptical.


B2B marketers are actively using AI, with content creation being the most common application at 52%, followed by coding at 39%. AI is helping marketers become part-coders.


AI has enabled the creation of internal tools within days, a task that would typically take professional developers weeks. Video use was at 8% in the survey, but it's expected to increase.


Benefits of AI in B2B Marketing


B2B marketers are experiencing tangible advantages, including:


  • Fewer tedious tasks (51%)
  • More efficient workflows (45%)
  • Improved content optimization (42%)
  • Increased creativity (38%)

AI is proving useful for B2B marketers, but the question remains whether it could lead to job losses. Those who don't learn to use AI tools may face job displacement. Tomorrow's B2B marketers will likely need to work with AI as a standard requirement.


Employee skill is a significant challenge for organizations implementing AI, second only to data quality.


Negative Impacts of AI


AI also presents some negative effects, including job anxiety (18%) and potentially lower-quality content. 16% of marketers see AI impacting job requirements, and this percentage is expected to grow, leading to job transformation.


To adapt, marketers should view AI as a toolset for achieving significantly more with less effort. Experimenting with AI tools is crucial for staying ahead.


AI Use Cases


Here are some areas where AI has been most beneficial:


  • Coding: Creating useful internal tooling rapidly.
  • Image Generation: Producing better images than stock photos.
  • Brainstorming: Using AI as a sounding board to explore ideas and counterarguments.
  • Copywriting: Providing a strong initial framework for copy.
  • Research: Conducting in-depth research quickly.

Video generation is an area where AI use cases are still emerging. There's optimism that AI can empower marketers, but the human touch remains essential. Both marketers and consumers agree that a final human touch is often necessary.


Master AI, but remain human.