The beauty of freelancing for most of my decade-long career is that I\u2019ve worked on both sides of the B2B and B2C marketing coin. One week, I\u2019m helping a B2B SaaS brand rewrite a whitepaper. The next, I\u2019m deep in campaign planning for a B2C real estate brand. It\u2019s a front-row seat to how marketing works across different verticals.<\/p>\n\n
<\/a><\/p>\n Now, with AI, everything has changed. I\u2019ve heard it in interviews with marketing leads, seen it in the tools people reach for, and felt it in the way teams are organizing their workflows.<\/p>\n In this article, I\u2019ll share what I\u2019ve observed, backed by insights from our State of AI in Marketing 2025 report<\/a>, to compare how B2C and B2B marketers are each leveraging AI and where they\u2019re headed next.<\/p>\n Table of Contents<\/p>\n How B2C vs\u00a0B2B Brands Use AI for Content Creation<\/a> Is B2C or B2B embracing AI more quickly?<\/a>\u00a0 <\/p>\n <\/a> <\/p>\n Although the use cases of AI are as varied as they come, one thing is clear: AI has become nearly synonymous with content creation. But the way it shows up in B2C versus B2B contexts reveals both strong similarities and subtle differences. And the data from our report makes this very clear.<\/p>\n One of the most widely adopted use cases across both sales models is quality assurance. According to our survey, 53.87% of marketers use AI for things like spellchecks, tone adjustments, accessibility reviews, and writing recommendations.<\/strong> Every marketer knows this is the kind of work that quietly eats up hours in the content cycle.<\/p>\n Personally, I often spend just as much time reviewing as I do writing, checking that every \u2018i\u2019 is dotted and every \u2018t\u2019 crossed. Now, it is such a relief to be able to handle that part of the process with AI.<\/p>\n This was the second most popular use case in our survey, with over half of all marketers saying they use AI to write content<\/strong>. While their content goals may differ, both B2B and B2C marketers rely heavily on written communication.<\/p>\n B2C teams often turn to AI for high-volume writing needs, especially when there\u2019s pressure to churn out lots of content across different channels.<\/p>\n On the B2B side<\/a>, where content is often required to be in-depth and technical, AI is frequently used more for structure than speed. Here, AI is more relevant for generating outlines, organizing ideas, and sometimes producing a solid first draft.<\/p>\n Visual content is another growing area for AI support, with nearly half of marketers across both B2C and B2B saying they use AI to create marketing images.<\/strong><\/p>\n In this case, B2C slightly leads the way. And that\u2019s not surprising, as they often rely heavily on attention-grabbing visuals for social media, digital ads, and branded storytelling, way more than their B2B counterparts.<\/p>\n I once worked in social media for a B2C brand, and I remember how important it was to take complex or detailed service information and turn it into fun, digestible content for our social media pages. That\u2019s one of many instances where I believe AI could have supported me.<\/p>\n Around 40% of marketers are now maximizing this, using the technology to break down dense content into key points.<\/strong><\/p>\n For B2C, it\u2019s a shortcut to creating engaging captions, stories, or newsletter blurbs. For B2B, it helps transform long-form assets like reports or webinar transcripts into summaries, executive notes, or even LinkedIn carousel content.<\/p>\n Let\u2019s say you\u2019ve shot a customer testimonial video. That same piece of content might need to become a blog post, then a LinkedIn thought leadership article, and maybe even a script for a short video ad. This kind of repurposing, taking one idea and reshaping it across multiple formats, is another space where AI shines for marketers working with B2B and B2C brands.<\/p>\n But it\u2019s not just about changing the format. Many marketers (nearly 40%) also use AI to adapt content for different audiences.<\/strong> For example, turning a blog on male fashion trends into one tailored to women\u2019s styling needs. It\u2019s the same core message, but with language, tone, and focus adjusted to resonate with a new reader.<\/p>\n Global campaigns demand localized content, and 35% of the marketers we surveyed are using AI to scale their content across languages faster than traditional workflows allowed.<\/strong> B2C brands, especially in ecommerce, use this to localize product pages, ads, and help docs.<\/p>\n B2B teams are also adopting it, particularly for international landing pages, case studies, or product education content. Human oversight still matters, but there\u2019s nothing quite like the head start AI provides.<\/p>\n <\/a> <\/p>\n When we asked marketers and marketing leaders what AI-related resources their organizations provide to support AI adoption, the most common response \u2014 by a clear margin \u2014 was subscriptions to AI tools and platforms.<\/p>\n The interesting part?<\/p>\n This trend was evenly distributed between B2B and B2C organizations. That tells us something important: Regardless of audience, industry, or sales model, brands are actively investing in access.<\/p>\n But what tools are marketers actually using in their day-to-day roles? Here\u2019s what stood out over the past 12 months.<\/p>\n This was the most used category overall, used by over 40% of marketers. B2C teams are slightly ahead here, which makes sense given their heavier reliance on visual storytelling.<\/p>\n Tools like DALL-E<\/a>, Canva AI<\/a>, and Midjourney<\/a> allow marketers to create entirely new images from text prompts, mock up campaign visuals, or even iterate for ad creatives.<\/p>\n Chatbots like ChatGPT<\/a>, Google Gemini<\/a>, and Microsoft Copilot<\/a> are arguably the most versatile tools on this list and they come as the second most popular tool. As the descriptor goes, these chatbots can be used for everything ranging from brainstorming, outlining, writing, and summarizing to answering research questions.<\/p>\n Video content continues to dominate digital marketing, and the demand for high-quality video assets has never been higher. What\u2019s changed is how easily marketers can create and edit that content using AI.<\/p>\n Now, 36% of marketers, with B2C marketers leading B2B, use tools like Descript<\/a>, Runway<\/a>, Pictory<\/a>, and Wisecut<\/a> to automatically remove filler words, add subtitles, clean up audio, fix lighting, and even repurpose long videos into shorter clips.<\/p>\n And then we have voice or narration generators which allow marketers to generate human-sounding voiceovers in different languages, tones, and styles. These tools \u2014 like Murf<\/a>, Speechify<\/a>, Play.ht<\/a>, and Soundraw<\/a> \u2014 give marketers the creative range to generate voiceovers and soundtracks without needing a professional studio.<\/p>\n With these generated sounds, marketers can produce video ads, social explainers, or even audio content for apps, product tours, demos, training modules, product tutorials, and presentations. The possibilities are endless.<\/p>\n Imagine this: You take a product photo somewhere, but for a specific campaign, it makes more sense on a clean white or seasonal background. This is where AI-powered image editing tools come in.<\/p>\n Over 30% of marketers across both B2C and B2B use image editing tools like Photoshop<\/a>, Fotor AI<\/a>, Luminar<\/a>, and others to enhance, retouch, resize, or remove backgrounds automatically. With these tools, photos are polished quickly and adapted for different uses in record time.<\/p>\n
\n Top AI Tools Leveraged by B2C vs B2B Brands<\/a>
\n How B2C vs. B2B Leaders Feel About AI<\/a> <\/p>\nHow B2C vs\u00a0B2B Brands Use AI for Content Creation<\/h2>\n
1. Content Quality Assurance<\/strong><\/h3>\n
2. Copywriting<\/strong><\/h3>\n
3. Creating Images With AI Art Tools<\/strong><\/h3>\n
4. Summarizing Text Into Key Points<\/strong><\/h3>\n
5. Repurposing Content by Format and Audience<\/strong><\/h3>\n
6. Translating Content Across Languages<\/strong><\/h3>\n
Top AI Tools Leveraged by B2C vs B2B Brands<\/h2>\n
1. Image or Design Generators<\/strong><\/h3>\n
2. General Purpose Chatbots<\/strong><\/h3>\n
3. Smart AI Video and Audio Editing Tools<\/strong><\/h3>\n
4. Voice and Narration Generators<\/strong><\/h3>\n
5. Smart Image Editing Tools<\/strong><\/h3>\n