Published
 on
By
Whether you want it or not, AI has become a part of just about all the tools and services marketers use.
There are two major questions marketers have been dying to find answers to:
Well, I have some good news if you’re a B2B marketer.
First off, B2B marketers are generally quite optimistic about AI. In a recent survey we conducted, 71% of B2B marketers said they are somewhat optimistic or very optimistic about the outlook of AI in B2B marketing.
And only 8% are cautiously skeptical.
That optimism isn’t just a feeling. B2B marketers are using AI regularly, with content being the most widely accepted form of AI utilization, at 52%.
Second, to my surprise, comes coding, at 39%. So AI is turning some marketers into part-coders. After learning this, I went in that direction, and I have to say, the power of AI for coding is impressive.
To be fair, I do have some prior coding knowledge, which helps. But even so, AI helped me build tools that would have taken months to create from scratch in just a few days.
On the other hand, video was only at 8% at the time of the survey, but I have a strong feeling it will go up significantly in the coming months.
More importantly, B2B marketers are seeing real benefits: fewer tedious tasks (51%), more efficient workflows (45%), improved content optimization (42%), and a boost in creativity (38%).
So yes, all in all, AI is useful for your job as a B2B marketer. But can it make you lose your job?
That’s harder to say.
My opinion: if you don’t learn to work with AI tools, yes, it could cost you your job.
The B2B marketer of today is already figuring out how to leverage AI. The B2B marketer of tomorrow will work with AI the same way we now work with Docs, Sheets, or Presentations. Almost a certain requirement.
The bad news is that employee skill is the second biggest challenge for organizations trying to implement AI, after data quality.
And remember the positive impact I mentioned? There are also some negative impacts of AI.
Job anxiety is a negative impact caused by AI for 18% of B2B marketers who answered a survey on the topic, and so is lower-quality content. 
Here’s the one that stands out the most: 16% of marketers see an impact in how AI changes job requirements.
And I truly believe the 16% right now is just the beginning.
That is the biggest long-term impact of AI: job transformation.
And it’s the reason the answer to the question of “Could I lose my job to AI?” will sometimes be “Yes.”
Just like the knocker-up lost its job to alarm clocks, some marketers who don’t adapt to the new job requirements could lose their jobs.
So what can you do about it?
If you like marketing, think of AI as the toolset that can enable you to do several orders of magnitude more but with less effort.
It might not be “there” yet for all your tasks, but it will get better step by step.
The way for you to stay ahead is to stay curious and experiment with AI tools, even if they aren’t great at everything yet.
To give you some ideas, here’s where my team and I have found AI to be the most useful:
Coding: As I mentioned above, AI enabled me to create extremely useful tooling in days. And that’s for something even professional developers would need several weeks to create from scratch. It might not be perfect, but for internal tooling, it’s great.
Image generation: Stock images should be a thing of the past. You can create better images with AI. You do have to practice your prompts and figure out the details and style that fit best, but I don’t see a reason to use generic stock images anymore.
Brainstorming: AI can be a great sounding board. Share ideas, ask it questions, and ask it to provide counterarguments. You will dig into more details for your ideas than you thought possible.
Copywriting: While not perfect and still requiring plenty of human editing, AI can provide you with a strong initial framework for any copy. The key is to provide the right details.
Research: AI is very powerful at doing deep research quickly. You can share sources as links, or you can ask it to find sources by itself. You can give it a complex problem, such as building the right marketing persona for you. 
You share your first-party data, ask it to look for third-party data too, and it comes back to you with a detailed report and marketing plan for what marketing personas should be best and how to target each.
The one area where I am not yet convinced, and where we are just starting to see more usable AI use cases, is video generation. Based on what I’ve seen in some private demos and with Google’s Veo 3, AI-generated video will be widespread without looking tacky or weird before the end of the year.
I can understand the skepticism and the job anxiety this can create for some, but I’m in the optimistic camp.
Not because AI won’t change anything.
But because AI can turn you into a superpowered marketer. It’s a hard feeling to describe, the one where you create something you never thought you could.
That’s what AI can do for many jobs, including the job of a B2B marketer.
Finally, from all the research we’ve done and all the marketers I’ve spoken to, one thing seems rather clear: the human touch won’t disappear.
Both marketers and consumers are on the same page that while using AI is good, or at least fine in most cases, a final human touch is either necessary or at least the cherry on top.
So master AI but stay human.
How AI Is Redefining Leadership and Decision-Making in 2025
Breaking Barriers: How AI is Finally Democratizing B2B Payments for Blue-Collar Industries
Emanuel Cinca is Founder and CEO of Stacked Marketer, a digital media company specializing in curated marketing news and insights. The company’s flagship offering is a free daily newsletter designed for digital marketers, delivering the latest news, trends, and actionable advice that can be consumed in seven minutes or less.
Breaking Barriers: How AI is Finally Democratizing B2B Payments for Blue-Collar Industries
Taming the Social Chaos: AI’s Quiet Revolution in Marketing
Strategic AI: A Marketer’s Guide to Building a Winning Roadmap
AI is Igniting a New Era in B2B Social Media Marketing
AI in Marketing: The Ultimate Growth Co-Pilot
2025 AI Trends That Will Reshape the World of Marketing and PR
Advertiser Disclosure: Unite.AI is committed to rigorous editorial standards to provide our readers with accurate information and news. We may receive compensation when you click on links to products we reviewed.
Copyright © 2025 Unite.AI

source