Someone in B2B should hear this today: AI isn’t a one-size-fits-all answer. A new core skill that every marketer must master in the future is the ability to distinguish between where AI may help and where human expertise is still required.
Significant gaps exist in AI’s capabilities, especially in fields where human experience is required to achieve meaningful results. Some of B2B’s most prominent industries necessitate the most sophisticated, precise content and methods.
B2B content creation problem.
Of the 61.4% of marketers who utilize AI, 44.4% use it to create content. While generative AI has made great progress, it has a clear Achilles’ heel.
AI mimics. It does not create. Marketing based on mimicry is fundamentally incapable of being specific or imaginative enough to set a brand apart. B2B transactions, particularly in complicated industries, necessitate specialized expertise and the ability to craft communications that resonate with intelligent decision-makers.
Furthermore, B2B material should include current market trends, competitive analysis, and forward-thinking initiatives. AI can collect data and make predictions based on previous occurrences, but it cannot compete with the strategic insights and emotional understanding that experienced human marketers bring. This constraint is obvious in thought leadership content, particularly on LinkedIn, where new ideas and original viewpoints are essential.
The aesthetic problem of artificial intelligence in design
Design is another area where AI’s outstanding abilities fall short of human creativity and judgment. AI-generated designs frequently struggle to follow brand requirements and understand nuanced aesthetic principles. (Let’s not even get started on AI-generated portraits with three legs or six fingers.)
Visual AI tools like Midjourney and Ideogram can swiftly produce design possibilities, including typography (though the outcomes may differ). They still don’t fully grasp how humans perceive and interact with pictures.
A skilled human designer possesses an innate understanding of balance, harmony, and visual hierarchy that AI has yet to achieve. For example, in logo design or brand identity creation, AI may provide designs that meet their specifications but entirely failing to capture the essence of a business’s personality or values.
AI’s interpretation of design prompts also overlooks the nuances of client needs. A human designer reads between the lines, asks clarifying questions, and iterates subtly. This human touch is essential for producing well-designed designs that accurately reflect a brand’s personality.
High-risk industries: Where precision is non-negotiable.
The global marketing transcription industry is expected to reach $4.4 billion by 2033. B2B marketers who serve highly regulated and technical areas such as legal, medical, and law enforcement understand the importance of precise, accurate communication. AI’s limitations are especially evident in certain fields, where experience and nuance are required.
According to industry expert Ben Walker, CEO of Ditto Transcripts, “A trained human can easily differentiate between ‘hyper’ and ‘hypo.'” These prefixes have opposing meanings, but people’s accents, speech patterns, and audio recording quality can confound AI systems.”
If you’re offering a hypoglycemic drug and an AI transcript from a trusted subject-matter expert states “hyperglycemia,” you’re risking serious, even dangerous, misleading advertising. Publishing false data or terms undermines an audience’s belief in a brand, corporation, or institution, leading to a public backlash, unfavorable press, and legal consequences.
Misunderstandings can have serious consequences for other businesses. For example, my organization works with law companies who require public relations related to their current cases and new legislation. Quotes should be attributed to the correct speaker. Phrasing and wording must be correct.
How can a public relations expert develop a pitch based on a court transcript if the transcript’s accuracy cannot be guaranteed? In addition, precious time is lost while an AI transcript is being examined by a subject-matter expert. In fact, with news moving at the rate of our social media feeds, the opportunity may be altogether missed.
The vital human connection.
Post-pandemic, there has been a significant increase in demand for in-person events. I am getting more speaking and keynote bookings. The enthusiasm and intensity of live audiences has never been higher. The event industry market is growing at a 6.4% CAGR and is expected to reach $2.1 trillion by 2032. In a B2B setting, 82% of event participants prefer to attend in person, while 80.4% of organizers say in-person events are their organization’s most effective marketing tool.
We are also seeing a growing interest for virtual human connections via webinars, livestreams, and podcasts. These forms are becoming increasingly valuable because they provide something AI cannot: real human engagement. Human-centric events encourage spontaneous encounters and memorable networking, which is difficult to reproduce in faceless, digital venues.
Whether in person or via livestream, the human element is critical. The excitement of a live audience, the ability to read a room, and the spontaneity of real-time interactions are all qualities that AI cannot mimic. Audiences value genuine people sharing their knowledge and answering real-time inquiries, and the ability to establish rapport is a distinctively human skill.
Balancing AI with human skill.
It is evident that, while AI has numerous advantages, it also has severe limitations in a variety of sectors, including B2B content and design, highly regulated industries, and live events. The value proposition of combining human experience with smart technology is becoming a key differentiator in the industry.
The goal for marketers is to achieve a balance between deploying AI where it improves productivity and recognizing where human talents are important. Understanding these nuances enables us to develop marketing tactics that combine the best of both worlds.
As we look ahead, the most effective B2B marketers will be those who effortlessly integrate AI tools into their processes while identifying and prioritizing the human factors that promote engagement, trust, and long-term connections with audiences.
