Content creation the place of AI in the process will become clearer in 2025

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AI has already transformed the way marketers produce content, especially in the upstream with research and documentation , traditionally time-consuming tasks in B2B.

In 2025, AI will continue to be used to quickly synthesize technical studies and transform dozens of pages into a few key points. It will also analyze complex tables to extract trends and insights , a very useful feature for marketers who are not comfortable with data.

By definition, AI will fundamentally remain a reformulation tool that does not singapore telegram data create anything new. It will always take a "creative" person to pilot the plane. Even today, its productions are sometimes easily identifiable: mechanical style, repetitions of the same ideas in different forms, absence of marked positioning, etc. The limit is even more obvious in French, because we alternate between a somewhat heavy academic and robotic style and turns of phrase that betray their English origin.

As we mentioned in our article onThe 3 major B2B marketing trends to watch in 2025, decision-makers are showing a certain enthusiasm for authentic content , including feedback that acknowledges difficulties and failures, content that shows the limits and risks of a product or a way of doing things, provocative positions, etc. On this type of content, AI only intervenes in the form.

In 2025, the place of AI in content creation processes will become clearer (vs. the current ad hoc approach ): we are banking on AI in research (in addition to the usual documentation sources) and in form (searching for a punchline, finding a word)... and we are reinvesting the time saved in what makes the real value of B2B content that works: in-depth expertise, insights , new data, authentic, even conversational tone.


AI will partially fill the “Data” gaps of B2B marketers in 2025
According to Gartner, the majority of marketers (51%) have “ well below average ” data skills . The consequence is clear : the data generated by marketing campaigns is generally underexploited.

In short, we are not making the numbers talk, and the wheel of continuous improvement is not turning, with a direct impact on the ROI of the marketing function and the commercial performance of the company.

By 2025, B2B marketers will be able to rely on AI to fill this gap. ChatGPT recently launched the beta version of its “o1” version, which features advanced analytics. Anthropic, meanwhile, allows its users toto test its new analytical tool since the end of October, with the ability to generate easy-to-read graphs from raw data.