As you check your socials, read a blog, or receive an eDM, you’ll notice a lot of same-samey-ness going on. AI is generating so much of the content brands rely on to build relationships. It’s helping B2B digital marketing professionals to hit those SEO goals, optimising resources and saving time, but it’s also becoming more obvious. Like, it’s really obvious.

With AI-generation tools widely accessible and widely used by consumers, professionals and buyers alike, we are all quickly becoming attuned to its lingo and aesthetics. The quick hits of generative AI content are a bit of an eye-roll right now, at the precipice of hurting, rather than helping, marketing efforts.

So. Much. Content!

In 2022, Common Internet File System (CIFS) expert and futurist Timothy Shoup estimated that 99 to 99.9% of the internet’s content will be AI-generated by 2025 to 2030. A year later, DEEPFAKES author Nina Schick echoed a similar 90% prediction by 2025.

Now, in 2025, the only news on this is from Forbes, which alarmingly cites a report by Amazon Web Services (AWS) talking about AI-translated content and incorrectly implies that 57% of all web-based text has been AI-generated. The report actually just says that an AI algorithm has translated 57% of translated content. Maybe they got AI to read it and write about it.

So, there are no specific stats on how much of the internet’s content is AI-generated in 2024 or 2025. However, LinkedIn’s 2024 B2B Benchmark report gives us some other insights into gen-AIs adoption and the parallel uptick in prioritising creativity.

Bring back bold B2B digital marketing creatives

Let’s first say that the LinkedIn report is not drawing this parallel, but we find it interesting to note the rise of same-samey AI-generated content alongside shifting priorities toward brand building and greater creativity.

According to the report, 67% of B2B marketing leaders in the Asia-Pacific region have increased their investment in brand building. Eighty-eight per cent are pushing for bolder creative campaigns.

Beat only by investments in paid media—23% of the B2B digital marketing budget—21% is directed toward creative development and production. Events, tech and ABM totter behind in the teens.

Being bold brings big benefits

If you’re a fan of luxury cars and scandalous marketing gossip, you will have seen the internet lose its mind at Jaguar’s recent rebrand. Ditching petrol cars and going full-EV, they went all in for a total brand transformation, and unsurprisingly, everyone had an opinion.

But, as the dust settled (and the brand trended, and its website traffic exploded), concessions had to be made. They pulled off a very, very bold, creative campaign.

While not B2B, Jaguar is a great example to draw on as it points to a powerful creative strategy: focus on the creativity, not the product.

A great B2B digital marketing example of this is Mailchimp’s masterclass in SEO.

Rather than competing head to head with typical keywords like every other email software tool, Mailchimp rewrote the strategy, made up its own completely unrelated words, confused the heck out of the market and subsequently had everyone Googling WhaleSynth and Fail Chips to see what on Earth they were up to. Upon searching, users were met with “Did you mean Mailchimp?” securing them media impressions, organic searches, and earned media value.

Bold creative work leads to more brand engagement. Sixty-one per cent of LinkedIn’s surveyed leaders agree.

B2B’s AI-under-understanding

All the talk of AI-generated content dominance could give the impression that we’re all now expert users. But that is far from true. Four in 10 marketing leaders say that they have insufficient AI skills in their teams, and only 28% of marketing leaders consider themselves to have an “extremely good understanding.”

Those stats include all AI usage, not just writing content or producing graphics. But the reality is that you can’t get strong AI outputs if you don’t have expert users.

AI requires prompting. It’s only as strong as its prompter. And in the case of generative AI, if you aren’t a strong writer, you can’t tell it how to write strong copy. If you don’t have a strong design eye, you can’t prompt it to design a strong creative.

Creativity + AI-literacy = quality B2B digital marketing execution

B2B digital marketing in an AI-driven world needs to prioritise, in equal parts, creativity and AI literacy.

Generative AI is the future. Love it or loath it, that’s what’s happening. But it does not (yet, at least) mean there is no need for creative staff and creative upskilling.

With platforms like Coursera and many others constantly pushing out AI-prompting courses at reasonable prices, it’s not that hard to stay abreast of the best techniques to keep creativity front and centre while using AI generation tools.

Remember, these are tools. They enhance our creative work. They are not our creative work.

Contact The Lead Agency for creative B2B digital marketing solutions that drive engagement.