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AI is already transforming the practices of B2B marketers. They use it to speed up content creation, automate time-consuming tasks, refine buyer personas, and optimize their campaigns. However, this is often done on an ad hoc basis, resembling improvisation more than a streamlined, standardized process.
By 2025, AI’s impact is expected to not only grow but also become more defined. Rather than applying AI across the board, we are likely to see its use become more rationalized in two major areas: content creation (especially in the initial stages) and data utilization (a common weak point for marketers). Let’s break it down…
#1 Web search is “breaking apart”
Google’s dominance in search remains undeniable. In 2023, users entered over 8.5 billion queries daily (up from 8.2 billion in 2022). Even more telling, 15% of searches in 2023 were entirely new topics[i], highlighting that search engines remain the go-to resource for finding answers online.
However, AI is beginning to shift how users navigate the web, both in B2B and B2C contexts. While Google still holds its ground, the Mountain View giant is now facing unprecedented competition in its history:
ChatGPT is capturing an increasing share of B2B searches thanks to its quick, synthesized answers (no need to click a link) and its conversational nature, whether via text or voice;
AI-augmented search engines like SearchGPT and Google’s SGE project now provide answers directly on the results page, eliminating the need to click through (learn more here) ;
Voice search is becoming part of daily habits, even more so with the launch of advanced voice functionality on ChatGPT 4 ;
Certain social media platforms are turning into de facto search engines for professionals seeking experiential feedback, subjective opinions, and more. This is particularly true for LinkedIn, TikTok, and Reddit (especially among English-speaking audiences).
B2B marketers will have their work cut out for them over the next three years, as SEO and Content Marketing strategies will need a complete overhaul.
The first likely priority, starting in 2025: avoiding unwinnable SEO battles, such as trying to rank first for highly competitive keywords.
Savvy B2B marketers will instead focus on niche keywords that generate lower traffic volumes but are highly targeted. Achieving the top spot then becomes a realistic goal. This is especially critical in voice search, where the AI typically reads only the top result. This “long-tail” strategy requires more upfront effort and a deep understanding of the business and audience to identify the right queries. However, the ROI will be much higher.
The second priority: experimenting with ChatGPT optimization. To combat misinformation and “hallucinations,” ChatGPT now almost always cites multiple sources for complex queries.
Professionals are increasingly aware of chatbot errors and regularly request source citations for their responses. Marketers must ensure that their company’s blog or website appears among these sources to boost visibility.
#2 Content creation: The role of AI in the process will become clearer in 2025
AI has already transformed how marketers create content, particularly in the early stages involving research and documentation—traditionally time-consuming tasks in B2B.
By 2025, AI will continue to be used for quickly synthesizing technical studies, condensing dozens of pages into key takeaways. It will also analyze complex data tables to extract trends and insights, a highly valuable feature for marketers who may not be data-savvy.
However, by its very nature, AI remains fundamentally a tool for rephrasing rather than creating anything truly new. A “creative mind” will always be required to steer the ship. Even today, AI-generated content can often be spotted due to its mechanical style, repetitive ideas presented in different forms, lack of strong positioning, and, particularly in French, its awkward transitions between academic or robotic tones and phrasing that reveal its English-language roots.
As highlighted in our article on the 3 major B2B marketing trends to watch in 2025, decision-makers are increasingly drawn to authentic content. This includes: case studies that openly discuss challenges and failures, content that highlights a product’s limitations or risks and bold, provocative viewpoints. For these types of content, AI plays a role solely in polishing the delivery.
In 2025, AI’s role in content creation will become more structured (compared to today’s ad hoc use). AI will excel in research (complementing traditional documentation sources) and in form (e.g., crafting punchlines or selecting the perfect word). The time saved will be reinvested in what truly makes B2B content effective: deep expertise, original insights, unique data, and an authentic, even conversational tone.
#3 AI will help bridge the “Data” gap for B2B marketers in 2025
According to Gartner, the majority of marketers (51%) have data skills that are “well below average”. The result is clear: the data generated by marketing campaigns is often underutilized
In simple terms, the numbers aren’t being leveraged, stalling the cycle of continuous improvement and directly impacting the ROI of marketing efforts and the company’s overall commercial performance.
By 2025, B2B marketers will be able to rely on AI to fill this gap. ChatGPT recently launched the beta version of its “o1” model, equipped with advanced analytical capabilities. Similarly, Anthropic has been allowing users to test its new analytical tool users to test its new analytical tool since late October, which can generate easy-to-read graphs from raw data.
The AI-empowered B2B marketer will thus be able to:
Improve ad targeting by analyzing the behavioural patterns of the leads with the highest conversion rates to identify similar audience segments and refine targeting criteria;
Enhance A/B testing by generating intelligent content variations based on past performance rather than random or intuition-driven tests;
Quickly identify underperforming or overperforming audience segments to adjust investments almost in real-time;
Automatically detect anomalies in KPIs (e.g., sudden drops in conversions, rising costs) to enable faster reactions;
Generate concise dashboards highlighting key improvement areas, complete with actionable recommendations;
Predict lead conversion potential by cross-referencing their attributes with historical data;
Automatically analyze keywords and phrasing that deliver the best conversion rates to optimize future campaigns.
#4 AI in 2025: several points to watch out for
Savvy audiences have developed an ability to instantly recognize content heavily generated by AI due to its distinct style: a single idea repeated three times with paraphrasing, no strong positioning, and recurring clichés like “it is crucial to,” “it is essential to,” “stands out for,” or “navigate through”.
More concerning is that some AI-generated texts are outright plagiarisms of content already published online. This poses a dual risk: potential penalties from Google, which can drastically reduce a site’s visibility, sometimes irreversibly and loss of brand credibility among target audiences.
Tech giants are taking this issue seriously. Google is likely capable of identifying and penalizing blatantly AI-generated content, as highlighted in a field study by Originality AI.
Another critical concern is copyright ownership, a thorny issue now being examined by the Senate. Who owns AI-generated content? The user? The creators of the chatbot? The authors whose texts were used to train the AI? Without a clear legal framework, caution is essential.
[i] https://www.sortlist.fr/datahub/reports/statistiques-google/