The fantastic thing about freelancing for many of my decade-long profession is that I’ve labored on each side of the B2B and B2C advertising coin. One week, I’m serving to a B2B SaaS model rewrite a whitepaper. The subsequent, I’m deep in marketing campaign planning for a B2C actual property model. It’s a front-row seat to how advertising works throughout totally different verticals.
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Now, with AI, the whole lot has modified. I’ve heard it in interviews with advertising leads, seen it within the instruments folks attain for, and felt it in the way in which groups are organizing their workflows.
On this article, I’ll share what I’ve noticed, backed by insights from our State of AI in Advertising 2025 report, to match how B2C and B2B entrepreneurs are every leveraging AI and the place they’re headed subsequent.
Desk of Contents
How B2C vs B2B Manufacturers Use AI for Content material Creation
Though the use instances of AI are as assorted as they arrive, one factor is obvious: AI has turn out to be practically synonymous with content material creation. However the way in which it reveals up in B2C versus B2B contexts reveals each sturdy similarities and delicate variations. And the information from our report makes this very clear.
1. Content material High quality Assurance
One of the vital extensively adopted use instances throughout each gross sales fashions is high quality assurance. In keeping with our survey, 53.87% of entrepreneurs use AI for issues like spellchecks, tone changes, accessibility critiques, and writing suggestions. Each marketer is aware of that is the sort of work that quietly eats up hours within the content material cycle.
Personally, I typically spend simply as a lot time reviewing as I do writing, checking that each ‘i’ is dotted and each ‘t’ crossed. Now, it’s such a aid to have the ability to deal with that a part of the method with AI.
2. Copywriting
This was the second hottest use case in our survey, with over half of all entrepreneurs saying they use AI to put in writing content material. Whereas their content material objectives might differ, each B2B and B2C entrepreneurs rely closely on written communication.
B2C groups typically flip to AI for high-volume writing wants, particularly when there’s strain to churn out a number of content material throughout totally different channels.
On the B2B facet, the place content material is commonly required to be in-depth and technical, AI is continuously used extra for construction than pace. Right here, AI is extra related for producing outlines, organizing concepts, and typically producing a stable first draft.
3. Creating Photos With AI Artwork Instruments
Visible content material is one other rising space for AI assist, with practically half of entrepreneurs throughout each B2C and B2B saying they use AI to create advertising photos.
On this case, B2C barely leads the way in which. And that’s not shocking, as they typically rely closely on attention-grabbing visuals for social media, digital advertisements, and branded storytelling, far more than their B2B counterparts.
4. Summarizing Textual content Into Key Factors
I as soon as labored in social media for a B2C model, and I bear in mind how essential it was to take advanced or detailed service info and switch it into enjoyable, digestible content material for our social media pages. That’s one in every of many cases the place I imagine AI may have supported me.
Round 40% of entrepreneurs at the moment are maximizing this, utilizing the know-how to interrupt down dense content material into key factors.
For B2C, it’s a shortcut to creating participating captions, tales, or e-newsletter blurbs. For B2B, it helps remodel long-form property like experiences or webinar transcripts into summaries, govt notes, and even LinkedIn carousel content material.
5. Repurposing Content material by Format and Viewers
Let’s say you’ve shot a buyer testimonial video. That very same piece of content material may must turn out to be a weblog put up, then a LinkedIn thought management article, and perhaps even a script for a brief video advert. This type of repurposing, taking one concept and reshaping it throughout a number of codecs, is one other area the place AI shines for entrepreneurs working with B2B and B2C manufacturers.
Nevertheless it’s not nearly altering the format. Many entrepreneurs (practically 40%) additionally use AI to adapt content material for various audiences. For instance, turning a weblog on male vogue traits into one tailor-made to ladies’s styling wants. It’s the identical core message, however with language, tone, and focus adjusted to resonate with a brand new reader.
6. Translating Content material Throughout Languages
International campaigns demand localized content material, and 35% of the entrepreneurs we surveyed are utilizing AI to scale their content material throughout languages sooner than conventional workflows allowed. B2C manufacturers, particularly in ecommerce, use this to localize product pages, advertisements, and assist docs.
B2B groups are additionally adopting it, notably for worldwide touchdown pages, case research, or product schooling content material. Human oversight nonetheless issues, however there’s nothing fairly like the pinnacle begin AI supplies.
High AI Instruments Leveraged by B2C vs B2B Manufacturers
Once we requested entrepreneurs and advertising leaders what AI-related assets their organizations present to assist AI adoption, the commonest response — by a transparent margin — was subscriptions to AI instruments and platforms.
The fascinating half?
This development was evenly distributed between B2B and B2C organizations. That tells us one thing essential: No matter viewers, trade, or gross sales mannequin, manufacturers are actively investing in entry.
However what instruments are entrepreneurs truly utilizing of their day-to-day roles? Right here’s what stood out over the previous 12 months.
1. Picture or Design Turbines
This was essentially the most used class total, utilized by over 40% of entrepreneurs. B2C groups are barely forward right here, which is sensible given their heavier reliance on visible storytelling.
Instruments like DALL-E, Canva AI, and Midjourney enable entrepreneurs to create solely new photos from textual content prompts, mock up marketing campaign visuals, and even iterate for advert creatives.
2. Basic Objective Chatbots
Chatbots like ChatGPT, Google Gemini, and Microsoft Copilot are arguably essentially the most versatile instruments on this listing and so they come because the second hottest software. Because the descriptor goes, these chatbots can be utilized for the whole lot starting from brainstorming, outlining, writing, and summarizing to answering analysis questions.
3. Sensible AI Video and Audio Modifying Instruments
Video content material continues to dominate digital advertising, and the demand for high-quality video property has by no means been increased. What’s modified is how simply entrepreneurs can create and edit that content material utilizing AI.
Now, 36% of entrepreneurs, with B2C entrepreneurs main B2B, use instruments like Descript, Runway, Pictory, and Wisecut to routinely take away filler phrases, add subtitles, clear up audio, repair lighting, and even repurpose lengthy movies into shorter clips.
4. Voice and Narration Turbines
After which now we have voice or narration mills which permit entrepreneurs to generate human-sounding voiceovers in numerous languages, tones, and types. These instruments — like Murf, Speechify, Play.ht, and Soundraw — give entrepreneurs the inventive vary to generate voiceovers and soundtracks with no need an expert studio.
With these generated sounds, entrepreneurs can produce video advertisements, social explainers, and even audio content material for apps, product excursions, demos, coaching modules, product tutorials, and displays. The probabilities are limitless.
5. Sensible Picture Modifying Instruments
Think about this: You are taking a product picture someplace, however for a particular marketing campaign, it makes extra sense on a clear white or seasonal background. That is the place AI-powered picture modifying instruments are available in.
Over 30% of entrepreneurs throughout each B2C and B2B use picture modifying instruments like Photoshop, Fotor AI, Luminar, and others to reinforce, retouch, resize, or take away backgrounds routinely. With these instruments, images are polished shortly and tailored for various makes use of in document time.
How B2C vs B2B Leaders Really feel About AI
Entrepreneurs could also be deep within the trenches of AI-powered instruments, however management sentiment is what actually indicators how organizations are serious about long-term adoption, and our information reveals rather a lot.
1. Leaders need extra management, not simply extra instruments.
Once we requested leaders what’s driving AI adoption, the solutions have been sensible. High of the listing at 23% was higher management over information privateness and safety. Proper behind that at 22% was the flexibility to customise AI to suit their enterprise wants, after which price financial savings at 20%.
These priorities got here out practically evenly between B2C and B2B manufacturers, suggesting that no matter trade, leaders try to deliver AI nearer to the core of their operations, not preserve it as a shiny exterior add-on.
2. Many leaders see progress potential however they aren’t totally offered but.
Roughly 35% of leaders considerably agreed that AI will assist their companies scale in ways in which wouldn’t in any other case be attainable.
That’s a average vote of confidence, however what’s much more telling is the second most typical response: neutrality. Virtually 29% neither agreed nor disagreed, which says rather a lot about the place most leaders are proper now — , however nonetheless watching intently.
Possibly they haven’t seen the ROI but, or perhaps they’re cautious of betting too closely on a know-how that’s nonetheless evolving. Whichever it’s, we are able to agree that there’s optimism, however it’s cautious.
3. AI is nice, however perhaps not as nice because the Industrial Revolution.
But. Greater than a 3rd of selling leaders considerably agree that AI will rival the Industrial Revolution, particularly with regards to the influence it’s going to have on human productiveness. And but, practically 27% stated they neither agree nor disagree — once more pointing to this theme of cautious curiosity.
The hype is robust, however leaders might wish to see sustained productiveness good points throughout departments, not simply sooner content material. Till then, the comparability to the Industrial Revolution will doubtless stay a metaphor.
4. Being overly reliant on AI is a purple flag.
A transparent majority — 65% — of leaders agree that AI needs to be utilized in folks’s roles, however with out them changing into overly depending on it. This is without doubt one of the most generally agreed-upon sentiments throughout each B2C and B2B, and it displays one thing essential: Respect for human creativity and significant pondering.
This makes loads of sense. Whereas there’s worth in automating the repetitive stuff, the core expertise that make advertising work ought to by no means be outsourced.
5. The ROI of AI funding is considerably optimistic.
Nearly all of leaders describe the ROI from their AI investments as “considerably optimistic.” That’s stable, however not game-changing.
Round 43% are seeing outcomes they be ok with, whereas solely a couple of third are seeing “very optimistic” returns. In different phrases, AI is working — however not blowing minds simply but.
This tracks with how most firms are utilizing AI: to reinforce productiveness, pace up content material manufacturing, or unlock small efficiencies.
The takeaway? Leaders aren’t strolling away from AI, however they’re not betting your complete farm both.
Is B2C or B2B embracing AI extra shortly?
Should you’re hoping for a dramatic divide between B2C and B2B with regards to AI adoption, you received’t discover it right here. What the information (and conversations with entrepreneurs) present as a substitute is that each side are transferring quick, and in surprisingly related methods.
An astonishing 91% of selling groups say they already use AI in some capability, and the cut up between B2C and B2B is almost even. The identical goes for worker mindset — over half of respondents described their groups as keen to make use of AI, and once more, B2C and B2B are neck and neck.
Even after we requested leaders about future funding in AI instruments, the sample held: Two-thirds of groups plan to extend their AI spend in 2025, with a near-identical quantity from each side.
The underside line? B2C and B2B could also be utilizing AI for barely totally different duties, however with regards to tempo of adoption, they’re on the identical monitor — and each are accelerating.
AI doesn’t belong to at least one sort of marketer.
If there’s one factor I’ve discovered whereas penning this piece — and dealing with each B2B and B2C manufacturers — it’s that AI doesn’t belong to at least one “sort” of marketer. Whether or not your job is writing enterprise whitepapers or producing viral product movies, the core objectives are the identical: Be extra inventive, work extra effectively, and keep related.
To do that, entrepreneurs are maximizing each software at their fingertips, which is a really sensible factor to do. The ways might differ barely, however the momentum is shared.
