The wonderful thing about freelancing for many of my decade-long profession is that I’ve labored on all sides of the B2B and B2C advertising coin. One week, I’m serving to a B2B SaaS logo rewrite a whitepaper. The following, I’m deep in marketing campaign making plans for a B2C actual property logo. It’s a front-row seat to how advertising works throughout other verticals.
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Now, with AI, the whole thing has modified. I’ve heard it in interviews with advertising leads, noticed it within the gear other people achieve for, and felt it in the best way groups are organizing their workflows.
On this article, I’ll proportion what I’ve seen, sponsored through insights from our State of AI in Advertising 2025 file, to check 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 Advent
- Most sensible AI Gear Leveraged through B2C vs B2B Manufacturers
- How B2C vs. B2B Leaders Really feel About AI
- Is B2C or B2B embracing AI extra briefly?
How B2C vs B2B Manufacturers Use AI for Content material Advent
Even if the use instances of AI are as numerous as they arrive, something is apparent: AI has turn into just about synonymous with content material advent. However how it displays up in B2C as opposed to B2B contexts unearths each robust similarities and delicate variations. And the information from our file makes this very transparent.
1. Content material High quality Assurance
Some of the extensively followed use instances throughout each gross sales fashions is high quality assurance. Consistent with our survey, 53.87% of entrepreneurs use AI for such things as spellchecks, tone changes, accessibility opinions, and writing suggestions. Each marketer is aware of that is the type of paintings that quietly eats up hours within the content material cycle.
In my view, I frequently spend simply as a lot time reviewing as I do writing, checking that each ‘i’ is dotted and each ‘t’ crossed. Now, it’s any such reduction in an effort to care for that a part of the method with AI.
2. Copywriting
This used to be the second one most well liked use case in our survey, with over part of all entrepreneurs announcing they use AI to put in writing content material. Whilst their content material objectives might fluctuate, each B2B and B2C entrepreneurs depend closely on written conversation.
B2C groups frequently flip to AI for high-volume writing wishes, particularly when there’s force to churn out loads of content material throughout other channels.
At the B2B facet, the place content material is frequently required to be in-depth and technical, AI is continuously used extra for construction than velocity. Right here, AI is extra related for producing outlines, organizing concepts, and every so often generating a forged first draft.
3. Growing Photographs With AI Artwork Gear
Visible content material is some other rising space for AI improve, with just about part of entrepreneurs throughout each B2C and B2B announcing they use AI to create advertising photographs.
On this case, B2C somewhat leads the best way. And that’s no longer sudden, as they frequently depend closely on crowd pleasing visuals for social media, virtual commercials, and branded storytelling, far more than their B2B opposite numbers.
4. Summarizing Textual content Into Key Issues
I as soon as labored in social media for a B2C logo, and I take into account how necessary it used to be to take complicated or detailed carrier knowledge and switch it into amusing, digestible content material for our social media pages. That’s one of the cases the place I imagine AI will have supported me.
Round 40% of entrepreneurs are actually maximizing this, the use of the generation to damage down dense content material into key issues.
For B2C, it’s a shortcut to making attractive captions, tales, or e-newsletter blurbs. For B2B, it is helping grow to be long-form belongings like stories or webinar transcripts into summaries, government notes, and even LinkedIn carousel content material.
5. Repurposing Content material through Structure and Target audience
Let’s say you’ve shot a buyer testimonial video. That very same piece of content material may wish to turn into a weblog publish, then a LinkedIn concept management article, and even perhaps a script for a brief video advert. This sort of repurposing, taking one concept and reshaping it throughout more than one codecs, is some other house the place AI shines for entrepreneurs operating with B2B and B2C manufacturers.
But it surely’s no longer with reference to replacing the structure. Many entrepreneurs (just about 40%) additionally use AI to evolve content material for various audiences. As an example, turning a weblog on male type traits into one adapted to ladies’s styling wishes. It’s the similar core message, however with language, tone, and center of attention adjusted to resonate with a brand new reader.
6. Translating Content material Throughout Languages
International campaigns call for localized content material, and 35% of the entrepreneurs we surveyed are the use of AI to scale their content material throughout languages quicker than conventional workflows allowed. B2C manufacturers, particularly in ecommerce, use this to localize product pages, commercials, and assist doctors.
B2B groups also are adopting it, in particular for global touchdown pages, case research, or product schooling content material. Human oversight nonetheless issues, however there’s not anything fairly like the pinnacle get started AI supplies.
Most sensible AI Gear Leveraged through B2C vs B2B Manufacturers
Once we requested entrepreneurs and advertising leaders what AI-related assets their organizations supply to improve AI adoption, the commonest reaction — through a transparent margin — used to be subscriptions to AI gear and platforms.
The attention-grabbing phase?
This pattern used to be lightly allotted between B2B and B2C organizations. That tells us one thing necessary: Irrespective of target audience, trade, or gross sales type, manufacturers are actively making an investment in get admission to.
However what gear are entrepreneurs if truth be told the use of of their daily roles? Right here’s what stood out over the last twelve months.
1. Symbol or Design Turbines
This used to be probably the most used class total, utilized by over 40% of entrepreneurs. B2C groups are somewhat forward right here, which is sensible given their heavier reliance on visible storytelling.
Gear like DALL-E, Canva AI, and Midjourney permit entrepreneurs to create totally new photographs from textual content activates, mock up marketing campaign visuals, and even iterate for advert creatives.
2. Common Objective Chatbots
Chatbots like ChatGPT, Google Gemini, and Microsoft Copilot are arguably probably the most flexible gear in this listing and so they come as the second one most well liked instrument. Because the descriptor is going, those chatbots can be utilized for the whole thing starting from brainstorming, outlining, writing, and summarizing to answering analysis questions.
3. Sensible AI Video and Audio Enhancing Gear
Video content material continues to dominate virtual advertising, and the call for for high quality video belongings hasn’t ever been upper. What’s modified is how simply entrepreneurs can create and edit that content material the use of AI.
Now, 36% of entrepreneurs, with B2C entrepreneurs main B2B, use gear like Descript, Runway, Pictory, and Wisecut to mechanically take away filler phrases, upload subtitles, blank up audio, repair lights, or even repurpose lengthy movies into shorter clips.
4. Voice and Narration Turbines
After which we now have voice or narration turbines which enable entrepreneurs to generate human-sounding voiceovers in numerous languages, tones, and kinds. Those gear — like Murf, Speechify, Play.ht, and Soundraw — give entrepreneurs the inventive vary to generate voiceovers and soundtracks with no need a qualified studio.
With those generated sounds, entrepreneurs can produce video commercials, social explainers, and even audio content material for apps, product excursions, demos, coaching modules, product tutorials, and shows. The probabilities are never-ending.
5. Sensible Symbol Enhancing Gear
Believe this: You are taking a product photograph someplace, however for a particular marketing campaign, it makes extra sense on a blank white or seasonal background. That is the place AI-powered symbol enhancing gear are available.
Over 30% of entrepreneurs throughout each B2C and B2B use symbol enhancing gear like Photoshop, Fotor AI, Luminar, and others to improve, retouch, resize, or take away backgrounds mechanically. With those gear, pictures are polished briefly 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 gear, however management sentiment is what truly alerts how organizations are serious about long-term adoption, and our information unearths so much.
1. Leaders need extra keep watch over, no longer simply extra gear.
Once we requested leaders what’s riding AI adoption, the solutions had been sensible. Most sensible of the listing at 23% used to be higher keep watch over over information privateness and safety. Proper at the back of that at 22% used to be the facility to customise AI to suit their industry wishes, after which price financial savings at 20%.
Those priorities got here out just about lightly between B2C and B2B manufacturers, suggesting that irrespective of trade, leaders are seeking to carry AI nearer to the core in their operations, no longer stay it as a sparkly exterior add-on.
2. Many leaders see expansion attainable however they aren’t absolutely offered but.
More or less 35% of leaders reasonably agreed that AI will assist their companies scale in ways in which wouldn’t in a different way be imaginable.
That’s a average vote of self belief, however what’s much more telling is the second one maximum commonplace reaction: neutrality. Virtually 29% neither agreed nor disagreed, which says so much about the place maximum leaders are presently — , however nonetheless gazing intently.
Possibly they haven’t noticed the ROI but, or possibly they’re cautious of making a bet too closely on a generation this is nonetheless evolving. Whichever it’s, we will be able to agree that there’s optimism, nevertheless it’s wary.
3. AI is excellent, however possibly no longer as nice because the Business Revolution.
But. Greater than a 3rd of promoting leaders reasonably agree that AI will rival the Business Revolution, particularly with regards to the have an effect on it is going to have on human productiveness. And but, just about 27% stated they neither agree nor disagree — once more pointing to this theme of wary interest.
The hype is powerful, however leaders might need to see sustained productiveness features throughout departments, no longer simply quicker content material. Till then, the comparability to the Business Revolution will most likely stay a metaphor.
4. Being overly reliant on AI is a pink flag.
A transparent majority — 65% — of leaders agree that AI must be utilized in other people’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 necessary: Appreciate for human creativity and significant pondering.
This makes quite a few sense. Whilst there’s worth in automating the repetitive stuff, the core abilities that make advertising paintings must by no means be outsourced.
5. The ROI of AI funding is reasonably certain.
Nearly all of leaders describe the ROI from their AI investments as “reasonably certain.” That’s forged, however no longer game-changing.
Round 43% are seeing effects they be ok with, whilst handiest a couple of 3rd are seeing “very certain” returns. In different phrases, AI is operating — however no longer blowing minds simply but.
This tracks with how maximum firms are the use of AI: to improve productiveness, accelerate content material manufacturing, or release small efficiencies.
The takeaway? Leaders aren’t strolling clear of AI, however they’re no longer making a bet all the farm both.
Is B2C or B2B embracing AI extra briefly?
In case you’re hoping for a dramatic divide between B2C and B2B with regards to AI adoption, you received’t in finding it right here. What the information (and conversations with entrepreneurs) display as an alternative is that all sides are shifting speedy, and in unusually an identical tactics.
An astonishing 91% of promoting groups say they already use AI in some capability, and the cut up between B2C and B2B is just about even. The similar is going for worker mindset — over part of respondents described their groups as keen to make use of AI, and once more, B2C and B2B are neck and neck.
Even if we requested leaders about long run funding in AI gear, the development held: Two-thirds of groups plan to extend their AI spend in 2025, with a near-identical quantity from all sides.
The base line? B2C and B2B could also be the use of AI for somewhat other duties, however with regards to tempo of adoption, they’re at the similar observe — and each are accelerating.
AI does no longer belong to at least one form of marketer.
If there’s something I’ve discovered whilst penning this piece — and dealing with each B2B and B2C manufacturers — it’s that AI doesn’t belong to at least one “kind” of marketer. Whether or not your activity is writing undertaking whitepapers or generating viral product movies, the core objectives are the similar: Be extra inventive, paintings extra successfully, and keep related.
To do that, entrepreneurs are maximizing each instrument at their fingertips, which is a extremely smart factor to do. The ways might fluctuate somewhat, however the momentum is shared.
