Where AI falls short in high-stakes B2B industries
Somebody in B2B needs to hear this today: AI isn’t a one-size-fits-all solution. A new core skill every marketer needs to develop moving forward is the ability to discern where AI enhances our efforts and where human expertise remains irreplaceable.
Significant gaps exist in AI’s capabilities, particularly in industries where human expertise is essential to achieving meaningful outcomes. Some of B2B’s most influential sectors require the most sophisticated, accurate content and strategies.
The B2B content creation conundrum
Of the 61.4% of marketers who report using AI, 44.4% use AI to create content. Yet, while generative AI has made significant strides, it has a pronounced Achilles’ heel. AI mimics. It doesn’t create. Marketing based on mimicry is inherently incapable of being specific or creative enough to make a brand stand out. B2Bs, particularly in complex industries, demand specialized knowledge and the ability to create messages that resonate with well-informed decision-makers. Moreover, B2B content must integrate current market trends, competitive analysis and forward-thinking strategies. AI can gather data and make predictions from past events, but it still can’t match the strategic insights or emotional understanding experienced human marketers provide. This limitation is clear in thought leadership content, especially LinkedIn, where fresh ideas and innovative perspectives are key.
The aesthetic challenge of AI in design
Design is another area where AI’s impressive capabilities fall short of human creativity and judgment. AI-generated designs often struggle with adhering to brand guidelines and understanding subtle aesthetic principles. (And I won’t even get started on the AI-generated portraits, where the subject has three legs or six fingers.)
Visual AI tools like Midjourney and Ideogram can quickly generate design options, including typography (though results may vary). Still, they lack a deep understanding of how humans perceive and interact with visuals.
A skilled human designer brings an intuitive grasp of balance, harmony and visual hierarchy that AI has yet to master. For instance, in logo design or brand identity creation, AI might produce designs that fulfill their prompts while completely failing to capture the essence of a brand’s personality or values.
AI’s interpretation of design prompts also misses the subtleties of client requests. A human designer reads between the lines, asks clarifying questions and iterates with nuance. This human touch is crucial in creating well-designed designs that effectively reflect a brand’s essence.
