Can AI support authentic marketing?

The rise of artificial intelligence (AI) across B2B marketing presents both opportunities and challenges. As brands strive to maintain authenticity while leveraging cutting-edge technologies, the question arises: Can AI truly support authentic marketing? We wanted to check in with our marketing peers, so we asked real B2B marketers how they’re feeling about balancing AI and authenticity. Here's what we found. 

Prioritizing authenticity pays off 

66% of marketers report they consider authenticity in their brand messaging to a great extent. We named this group the Authenticity Acrobats because they fly high above their peers and report better outcomes. Not only that, but the Authenticity Acrobats also report more confidence in their data strategy and their personalization efforts and are 2x more likely to expect to see significant revenue increases in 2024 compared to their peers.  

Can companies maintain brand authenticity while incorporating AI into their GTM strategies? 

The results paint an optimistic picture around using the tech that’s growing like wildfire—but there are some marketers who aren’t as sure. 49% say that you absolutely can strike the perfect balance between AI and authenticity.  

But what about the other 51%? They’re still tentatively optimistic, with 44% saying it’s possible to maintain authenticity in the face of AI, but it’s a tightrope walk. These marketers recognize the benefits but also know it must be used strategically to gain the benefits of AI without losing out on their brand authenticity in the process. Only a very small fraction of marketers believe that AI and authenticity can’t coexist in their marketing. 

Persistent concerns despite optimism 

Despite this general optimism, marketers are still concerned about their ability to maintain this authenticity while using AI. Less than a quarter of B2B marketers reported they are not concerned about their brand’s authenticity in the age of AI in marketing.

Interestingly, APAC marketers are far less concerned about AI’s impact on authenticity than their counterparts in Europe and North America. Only 15% of APAC marketers reported high levels of concern, nearly three times less than those from Europe.  

Gen AI’s positive impact on authentic marketing

Overall, most marketers are witnessing positive impacts from generative AI (GenAI). Half of the respondents reported that GenAI has a positive impact on their brand's authenticity. This positive outlook highlights AI's potential to enhance marketing efforts when used appropriately. 

How can you maintain authenticity while using AI? 

To help you balance integrating AI without losing your brand’s authenticity, keep these strategies in mind.

1. Use AI for time-consuming, less creative tasks

AI excels at handling repetitive and time-consuming tasks, allowing marketers to focus on more creative and strategic aspects of their work. For instance, AI can streamline initial content creation phases, such as writing briefs, outlining, and researching. Of course, it’s important that you double check any information AI gives you. This approach frees up valuable time for marketers to inject creativity and unique insights into their campaigns.

2. Ensure the final touch is human

No matter how advanced AI becomes, it will never fully replicate the nuanced understanding of your brand that you and your team have. Making sure every piece that goes through AI has a final check and edits phase from a human member of your team is key to making sure you maintain that authentic voice you have worked so hard to build for your brand. This final human touch is key to maintaining the integrity and authenticity of marketing materials. 

An AI’s output is only as good as the data it’s working with. Accurate and well-maintained data is essential for AI to produce reliable and authentic outputs. Marketers should prioritize data accuracy by regularly cleaning and verifying their data.  

For example, if you’re using AI to help you personalize your messaging, you need to make sure you have the right data for it to build on. If you have inaccuracies in your data, these little mistakes will make your brand feel very inauthentic. Check spellings and formatting to make sure you don’t have any embarrassing slip ups.  

AI can provide valuable insights through data analysis and predictive analytics. Marketers should leverage these insights to inform their creative strategies, identifying trends and opportunities that align with their brand’s values. By using AI-driven data to enhance creativity rather than replace it, marketers can maintain authenticity while benefiting from AI’s analytical power. 

Authentic marketing empowered by AI 

The rise of AI in B2B marketing presents both opportunities and challenges. While the integration of AI can support and enhance authentic marketing, it requires a strategic and balanced approach. Marketers must harness AI's capabilities for efficiency and insight while ensuring that the human touch remains at the forefront of their efforts. 

Our research reveals a broadly optimistic view among B2B marketers about the potential to balance AI and authenticity. However, concerns persist, particularly in certain regions like Europe. By following best practices and maintaining a thoughtful approach to AI integration, marketers can leverage technology to support and amplify their brand's authentic voice. 

When technology and human creativity continue to intersect more and more, the key to success lies in striking the right balance. Keep these strategies in mind to capitalize on AI's strengths while preserving the genuine connections that define authentic marketing.