For years, creativity in marketing has been hailed as the ultimate differentiator—especially in the B2B space, where traditionally “dry” approaches have given way to innovative campaigns that resonate with buyers. But with the rise of artificial intelligence, particularly generative AI, a new debate has emerged: Can AI foster creativity, or does it risk making marketing more formulaic and uninspired?
While AI’s role in streamlining processes and increasing efficiency is well-established, its impact on creativity is still evolving. Lareina Yee, Senior Partner at McKinsey & Company, captured this idea succinctly during a recent Places We’ll Go Show podcast when she described AI tools as “an expanded canvas” for human creativity. This perspective shifts the narrative, framing AI as an enabler rather than a threat.
AI as a Creativity Catalyst
AI’s ability to assist with creativity lies in its potential to generate ideas, streamline workflows, and personalise campaigns at scale. In B2B marketing, where messaging often balances technical detail with engaging storytelling, these capabilities can unlock new opportunities.
Generative AI models like ChatGPT and Jasper AI can assist marketers during brainstorming sessions. When developing a whitepaper or webinar series, AI can suggest themes, generate outlines, and even draft preliminary content. This allows teams to focus their energy on refining ideas and adding creative flair.
Beyond text, AI-powered design tools such as Canva’s AI suite or DALL·E can produce compelling visuals for campaigns and presentations. These tools can generate unique imagery from textual prompts, enabling marketers to iterate quickly and experiment with bold new concepts. A B2B technology firm, for example, recently used AI to design custom infographics for a report on cybersecurity trends. The AI sped up the process, allowing designers to devote more time to ensuring the visuals aligned perfectly with the campaign’s message.
AI also excels at personalisation, a critical component of B2B success. By analysing audience data, AI can help marketers tailor content to different industries and decision-makers. Whether crafting dynamic email campaigns or personalising landing pages, generative AI ensures messages resonate more deeply with their intended audience. Spotify’s AI-curated playlists offer a B2C parallel, demonstrating how personalisation drives engagement and brand loyalty—insights B2B marketers can adapt to their own strategies.
Addressing the Concerns
Despite these advantages, AI is not without its challenges. Some critics argue that over-reliance on AI could lead to homogenised, uninspired campaigns. Because AI models are trained on existing data, they may recycle ideas rather than generate truly original concepts. In B2B marketing, where differentiation is key, this could diminish a campaign’s impact.
Another concern is AI’s inability to fully grasp emotional nuance, which is often at the heart of creative storytelling. While AI can generate content and ideas, it cannot replace the intuition and cultural understanding marketers bring to their work. Additionally, there are ethical considerations. Generative AI sometimes produces biased or inappropriate content, a risk for B2B marketers working with technical or sensitive topics.
Balancing AI and Human Creativity
To navigate these challenges, B2B marketers must view AI as a tool to complement, not replace, human creativity. The key lies in leveraging AI for efficiency while reserving the deeply creative work for humans.
Marketers can use AI to handle repetitive tasks such as generating multiple ad copy variations or analysing audience trends, freeing up time for strategic thinking. AI-generated content should always undergo human review to ensure it aligns with the brand’s voice and resonates with the audience. For instance, while AI can draft a technical blog post, the final version should reflect human insights and expertise.
Embracing AI as a creative partner rather than a competitor is crucial. As Yee put it, AI provides “colour pencils, clay, and paint” for creativity. This analogy captures the idea that AI expands the tools available to marketers, empowering them to push the boundaries of their craft. In B2B marketing, this might mean using AI to test unconventional ideas or approach challenges from a new perspective.
Practical Applications for B2B Marketers
B2B marketers can incorporate AI into their workflows in several impactful ways. Tools like MidJourney can assist in campaign conceptualisation by generating mood boards and visual concepts that inspire creative brainstorming. Platforms like Salesforce Einstein enable content personalisation by tailoring messages to different buyer personas.
Real-time collaboration tools such as Grammarly or Frase enhance the writing process by suggesting edits, optimising SEO, and maintaining a consistent tone. Generative AI can also accelerate creative testing by producing multiple variations of ad copy or visuals for A/B testing, helping marketers identify what resonates most with their audience.
The Future of Creativity in B2B Marketing
The debate over whether AI can truly enhance creativity will continue, but for B2B marketers, the question is less about AI’s capabilities and more about how to use them effectively. By combining AI’s strengths with human intuition, marketers can innovate, personalise, and elevate their campaigns in ways that were previously unimaginable.
Lareina Yee’s perspective offers a guiding principle: “Generative AI isn’t a race against humans—it’s a tool to expand what we can do.” For B2B marketers, this means embracing AI as a partner in creativity, using it to unlock new opportunities and redefine what’s possible. By experimenting, measuring results, and refining their approach, marketers can ensure AI becomes an indispensable part of their creative process while preserving the human spark that makes great campaigns truly memorable.
