By Kolawole Samuel Adebayo

The beauty of freelancing for most of my decade-long career is that I’ve worked on both sides of the B2B and B2C marketing coin. One week, I’m helping a B2B SaaS brand rewrite a whitepaper. The next, I’m deep in campaign planning for a B2C real estate brand. It’s a front-row seat to how marketing works across different verticals.

Now, with AI, everything has changed. I’ve 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.

In this article, I’ll share what I’ve observed, backed by insights from our State of AI in Marketing 2025 report, to compare how B2C and B2B marketers are each leveraging AI and where they’re headed next.

Table of Contents

• How B2C vs B2B Brands Use AI for Content Creation
• Top AI Tools Leveraged by B2C vs B2B Brands
• How B2C vs. B2B Leaders Feel About AI
• Is B2C or B2B embracing AI more quickly?

How B2C vs B2B Brands Use AI for Content Creation

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.

1. Content Quality Assurance

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. Every marketer knows this is the kind of work that quietly eats up hours in the content cycle.

Personally, I often spend just as much time reviewing as I do writing, checking that every ‘i’ is dotted and every ‘t’ crossed. Now, it is such a relief to be able to handle that part of the process with AI.

2. Copywriting

This was the second most popular use case in our survey, with over half of all marketers saying they use AI to write content. While their content goals may differ, both B2B and B2C marketers rely heavily on written communication.

B2C teams often turn to AI for high-volume writing needs, especially when there’s pressure to churn out lots of content across different channels.

On the B2B side, 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.

3. Creating Images With AI Art Tools

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.

In this case, B2C slightly leads the way. And that’s not surprising, as they often …read more

Source:: HubSpot Blog

Author: Aaron