The beauty of the freelancer for most of my decades of career is that I worked on both sides of the B2B and B2C marketing coins. For a week I help a B2B SAA brand to rewrite a white paper. In the next I am deep in campaign planning for a B2C real estate brand. It is a place in the front row to be how marketing works across various industries.
Now, with AI, everything has changed. I heard it in interviews with marketing leads, seen it in the tools that people grab, and the feeling that it is in the way in which teams organize their workflows.
In this article I will inform what I have observed, supported by knowledge of our KI report on Marketing 2025To compare how B2C and B2B marketers each use AI and where they go next.
Table of contents
How to use B2C VS B2B brands to create content
Although the applications of AI are as different as they come, one thing is clear: AI has almost become synonymous for the creation of content. But the way in B2C against B2B contexts shows both strong similarities and subtle differences. And the data from our report make this very clear.
1.
One of the most widespread use cases in both sales models is quality assurance. According to our survey, 53.87% of the marketers use AI for examples such as legal specialties, sound adjustments, accessibility evaluations and writing recommendations. Every marketer knows that this is the kind of work that tacitly eats hours in the content cycle.
Personally, I often spend just as much time to write and check whether everyone is dotted and each ‘t’ is crossed. Now it is such a relief to be able to cope with this part of the process with AI.
2. Copywriting
This was the second most popular application in our survey Over half of all marketers who say they use AI to write content. While their content goals can differ, both B2B and B2C marketers rely on written communication.
B2C teams often turn to AI to write needs with a high volume, especially if the pressure exists to expand many content across different channels.
3. Creation of images with AI art tools
Visual content is another growing area for AI support with Almost half of the marketers in B2C and B2B say that they use AI to create marketing pictures.
In this case, B2C leads slightly. And that is not surprising, since they often rely on attention-grated pictures for social media, digital advertisements and brand storytelling, much more than their B2B counterparts.
4. Summarize the text into key points
I once worked for a B2C brand on social media and remember how important it was to capture complex or detailed service information and convert them into entertaining, digestible content for our social media sites. This is one of many cases in which I believe that Ai could have supported me.
Around 40% of the marketers now maximize this and use the technology to divide dense content into important points.
For B2C, it is an abbreviation, appealing caps, stories or newsletter deficiency. For B2B, it helps to convert long-shaped assets such as reports or webinar transcripts in summaries, executive notes or even linkedIn carousel content.
5. Contents based on the format and the audience
Let us assume that you have recorded a customer testimonial video. The same piece of content may have to be a blog post, then a LinkedIn Though Leadership article and maybe even a script for a short video display. This type of conversion, taking an idea and redesign in several formats is another room in which AI works for marketers with B2B and B2C brands.
But it’s not just about changing the format. Many marketers (almost 40%) also use AI to adapt content for different target groups. For example, if you are tailored to a blog about male fashion trends for the needs of women. It is the same core message, but with language, sound and focus that is adapted to a new reader.
6. Translate content via languages
Global campaigns require localized content, and 35% of the marketers we surveyed use KI to scale their content over the languages ​​faster than the permissible conventional workflows. B2C brands, especially in E -Commerce, use this to locate product pages, advertisements and documents.
B2B teams also take over, especially for international landing pages, case studies or content for product education. Human oversight is still important, but there is nothing better than the Head Start Ai offers.
TOP -KI tools used by B2C VS B2B brands
When we marketers and marketing managers asked which AI-related resources their organizations offer to support the acceptance of AI, subscriptions for AI tools and platforms were the most common reaction.
The interesting part?
This trend was evenly distributed between B2B and B2C organizations. This tells us something important: regardless of the audience, industry or sales model, brands actively invest in access.
But which tools actually use marketers in their daily roles? Here is what has emerged in the past 12 months.
1. Image or design generators
This was the most frequently used category overall used by over 40% of the marketers. B2C teams are ahead of something that makes sense in view of their more difficult trust in visual storytelling.
Tools like Dall-ePresent Canva aiAnd Midjourney Allow the marketers to create completely new pictures from text input requests, to mock campaign visuals or even to iterate for advertising creative.
2. All -purpose chatbots
Chatbots like ChattPresent Google GeminiAnd Microsoft Copilot are probably the most versatile tools on this list and are the second most popular tool. How the descriptor works can be used for everything that extends from brainstorming, outline, writing and summary to answering research questions.
3. Smart AI video and audio editing tools
Video content continues to dominate digital marketing, and the demand for high-quality video assets has never been higher. What has changed is how easily marketer can create and edit this content with AI.
Now 36% of the marketers use, with B2C marketers leading B2B, tools such as DescriptionPresent runwayPresent FormativeAnd WiSecut To automatically remove filling words, add subtitles, clean up the audio, repair the lighting and convert long videos in shorter clips.
4. Voice and narrator generators
And then we have language or narrative generators that enable the marketers to produce in different languages, tones and styles on human-sounding voicevers. These tools – like MurfPresent LanguagePresent Play.htAnd Soundraw – Give marketers to generate the creative area to generate voice -over and soundtracks without needing a professional studio.
With these generated sounds, marketer video ads, social explaners or even audio content for apps, product tours, demos, training modules, product tutorials and presentations can produce. The possibilities are endless.
5. Smart image processing tools
Imagine the following: You take a product photo somewhere, but for a certain campaign it makes more sense for a clean white or seasonal background. This is where AI-operated image editing tools come into play.
Over 30% of the marketers use image editing tools such as PhotoshopPresent Photo AiPresent LuminarAnd others, to automatically improve, to retire, change or remove. With these tools, photos are quickly polished and adapted for various uses in the data record time.
Like B2C against B2B leader over AI
Marketers may lie deep in the trenches of the AI-driven tools, but the leadership mood is what really signals, as companies think about long-term acceptance, and our data show a lot.
1. Managers want more control, not just more tools.
When we asked the managers what driven the acceptance of AI, the answers were practical. At the top of the list of 23% was better control over data protection and security. Immediately behind it was 22% the possibility of adapting AI so that they meet their business needs, and then cost savings at 20%.
These priorities came almost evenly between B2C and B2B brands, which indicates that, regardless of industry, managers try to bring AI closer to the core of their business and not to keep them as a shiny external add-on.
2. Many managers see growth potential, but they are not yet fully sold.
About 35% of managers agreed that AI would help their companies scale in a way that would otherwise not be possible.
This is a moderate vote of trust, but what is even more meaningful is the second most common answer: neutrality. Almost 29% did not agree, which says a lot about where most managers are – interested, but still observed closely.
Perhaps you haven’t seen the ROI yet, or you may be careful to bet too much on a technology that is still evolving. Whatever it is, we can agree that there is optimism, but it is careful.
3. Ai is great, but maybe not as big as the industrial revolution.
Still. More than a third of the marketing executives agree that the AI ​​will keep up with the industrial revolution, especially when it comes to the effects on human productivity. And yet almost 27% stated that they did not agree or did not agree – which again indicates cautious curiosity.
The hype is strong, but the managers may want to achieve sustainable productivity gains across departments and not just faster content. Until then, the comparison with the industrial revolution will probably remain a metaphor.
4 .. is excessively dependent on AI is a red flag.
A clear majority – 65% – agree with managers that AI should be used in the roles of people without being too excessive. This is one of the most common feelings in B2C and B2B and reflects something important: respect for human creativity and critical thinking.
That makes a lot of sense. While there is emphasis on the automation of repeating things, the core skills that make marketing work should never be outsourced.
5. The ROI of the KI investment is somewhat positive.
The majority of managers describe the ROI from their AI investments as “somewhat positive”. This is solid, but not groundbreaking.
Around 43% see results where you feel good, while only about a third achieves “very positive” returns. In other words, AI works – but not yet the spirit.
This pursues how most companies use AI: to improve productivity, accelerate content production or to unlock small efficiency.
Take it? Managers do not go away from the AI, but they don’t bet the entire farm either.
Hug B2C or B2B AI faster?
If you hope for a dramatic gap between B2C and B2B regarding KI adoption, you will not find them here. Instead, what the data (and the conversations with marketers) show that both sides move quickly and surprisingly similarly.
Amazing 91% of the marketing teams state that they are already using AI in a way, and the split between B2C and B2B is almost even. The same applies to the hiring of the employees – more than half of the respondents described their teams as sealing Using B2C and B2B to use AI are neck and neck.
Even when we asked the managers about future investments in AI tools, the pattern contained: Two thirds of the teams plan to increase their AI editions in 2025 with an almost identical number of both sides.
Conclusion? B2C and B2B may use AI for slightly different tasks, but when it comes to adoption pace, they are on the same route – and both accelerate.
AI is not part of a kind of marketer.
If there is one thing that I learned when writing this piece – and working with B2B and B2C brands – AI is not part of a “type” of marketers. Regardless of whether your job is to write Enterprise WhitePapers or to produce viral product videos, the core goals are the same: more creative, work more efficiently and remain relevant.
To do this, maximize every tool on the fingertips, which is a very smart thing. The tactics can differ slightly, but the swing is shared.