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B2B Marketing Experts on the Roles of Human Creativity and AI in Social Media Marketing
By Lee Odden There’s a question that I think a lot of B2B marketers and creatives have right now:
With use of AI in social media content creation accelerating, what role does human imagination and creativity play in the future of social content?
To answer that question I reached out to the top B2B social media marketers from leading B2B brands that we featured recently.
The answers I received point in a direction that I think is essential for any B2B brand thinking about how to differentiate in more meaningful and less mechanical ways. This is especially important since everyone essentially has the same AI tools available to them. When everyone has the same automated AI powered workflows for creating infinite social media content, how will any brand stand out? This post aspires to answers that question.
The context for human and AI powered creativity
AI adoption in B2B marketing is accelerating fast. According to TopRank’s 2025 B2B Influencer Marketing Report, 57% of B2B marketers currently use AI for content creation and research from Content Marketing Institute found that 53% are using AI for creative assets like images and video.
But there is a trust gap widening at the same time. While use of AI tools to create more social media content, it’s a race to the middle for many and buyers don’t trust. According to new research from Gartner, nearly half use generative AI tools to research vendors and products. At the same time, more than half say they have gotten misleading information from AI tools, and 69% rely on sales reps to validate what they found.
Volume and efficiency in social media content creation is not necessarily closing that gap. Credible, original, human inspired content that inspires trust is what moves the needle.
That divide between content quantity and content quality is exactly where human creativity earns its place, especially on social media channels where attention is increasingly hard to come by and trust is becoming the great differentiator. To understand how, here are insights from 12 social media marketing pros from Adobe, HP Enterprise, Slack, Cision and more.
AI amplifies. Humans originate.
The most consistent theme across the responses I received was a division of creative labor. AI can be very effective for expanding the scale, speed, and reach of a creative idea. Generating the idea itself still requires humans.
Jared Carneson, Head of Social Media at Adobe, made a case for human / AI balance effectively:
“Every breakthrough piece of social content starts with something AI cannot originate: a genuine point of view. AI expands what a creative vision can become, faster, at greater scale, across more surfaces, but imagination is still the source material. The human and AI partnership works because human creativity is not being replaced. It is being amplified.”
He pointed to Adobe Firefly: The Unfinished Film as an example of that amplification producing award-winning results.
Desirée Porcaro, Senior Director of Social Media at UKG, focused on what humans are best at:
“AI is accelerating content creation and helping us explore ideas, iterate faster, and bring concepts to life more efficiently …read more
Source:: Top Rank Blog
