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18 March 2025

You Can Use Generative AI to Create B2B Content, But Should You?                           

Is Jeff Goldblum's Character Right? 

 

I really like the original Jurassic Park movie. Most people agree that one of the most pivotal points in the film is when people in the park realize the security measures have failed and terrifying dinosaurs are free to roam the park.

 

Jeff Goldblum's Dr Ian Malcolm wonders aloud:

 

"Scientists are actually preoccupied with accomplishment. So they are focused on whether they can do something. They never stop to ask whether they should do something. They conveniently define such considerations as pointless. If they don't do it, someone else will. Discovery, they believe, is inevitable. So they just try to do it first."

 

Armed with this fictional, albeit very instructional reflection, as a marketer and well,....as a human being, you really should also think about if you should dive into the world of AI generated content and then of course figure out how.

 

First lets look at the pros and cons of AI content creation.

 

Pros of AI-Generated B2B Content

 

  • Scalability – AI can rapidly produce large volumes of content, enhancing efficiency in content creation.¹
  • Ease of Research – AI tools can assist in gathering and organizing information, simplifying the research process for content creators.²
  • Widespread Adoption – A 2024 survey found that 67% of B2B technology marketers use AI for content creation, demonstrating its rapid adoption.³
  • Reduction of Menial Tasks – AI can automate tasks such as proofreading, outlining articles, and content scheduling, reducing manual effort.⁴
  • Handling Large Data Sets – AI can process and analyze extensive data sets, facilitating the creation of data-driven content.⁵
  • Career Advancement – 92% of hiring managers consider AI proficiency a desirable skill, adding a competitive edge to one’s resume.⁶
  • Future-Oriented – AI is poised to revolutionize content creation, with 81% of marketers believing it will be essential for their strategy by 2026.⁷
 

Cons of AI-Generated B2B Content

 

  • Sameness – AI-generated content may lack diversity in tone and style, leading to a sense of uniformity.⁸
  • Loss of Original Thought – Over-reliance on AI can result in diminished creativity and unique perspectives in content.⁹
  • Hallucinations – AI systems can produce inaccurate information, sometimes fabricating sources or generating misleading claims.¹⁰
  • Plagiarism – AI may inadvertently replicate existing content without proper attribution, raising ethical and legal concerns.¹¹
  • Copyright Issues – AI is trained on pre-existing data, leading to potential copyright disputes over text, images, and music.¹²
  • Energy Consumption – A single AI training session can consume as much electricity as 100 U.S. households in a year.¹³
  • Human Backlash – 64% of consumers say they prefer human-written content, and AI-generated posts have faced notable criticism.¹⁴

 

OK Now What? 

 
All B2B content creators, in fact all marketers are faced with the same issues.  And there are no easy, one size fits all answer to whether you should dive in to the AI waters or not. I think the answer is somewhere in between full-on AI adoption and staying far away from this sizmek development.H Here an article we wrote to better help navigate the new AI content creation world.
 

 

 
 
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