Blending AI with Authenticity: How B2B Marketers Can Stand Out Today and Beyond

AI tools are rapidly becoming core to the B2B marketing tech stack, but with that comes new challenges in maintaining brand consistency and delivering real value. Recently on the B2B Influence podcast, Ginny Delaitre, founder of VDS Digital Agency, shared how her team is navigating these shifts and why brands that prioritize the human experience will come out ahead.

B2B Marketers Are All In on AI—But Now What?

According to a recent MediaPost article, 88% of marketers are already using generative AI tools. More than half (56%) say they use them “heavily.” From content creation to ideation and personalization, AI is no longer experimental—it’s embedded in day-to-day workflows.

But for Ginny, simply using AI isn’t enough.

“AI is fast and low cost, but if it doesn’t reflect your brand’s voice and personality, the content is useless,” she says.

Her agency built its own AI tools—using engines like ChatGPT as a base—specifically to preserve brand consistency across channels for clients. It’s a move she says is essential to scaling without diluting identity.

The Risk of Losing Brand Identity

As more content is generated faster, inconsistency becomes a real threat. Visuals, tone of voice, and message alignment often fall apart when multiple tools and templates are involved.

Ginny’s solution: enforce branding at every touchpoint. From custom AI content generators to tools like Canva (used with preloaded brand kits), VDS ensures that every asset—whether a LinkedIn post or a blog—reflects the brand’s look and feel.

“If your colors, tone, or design elements shift constantly, people won’t recognize your brand. And if they don’t recognize you, you’ve lost the first battle in marketing: recall.”

Marketing Education Is More Important Than Ever

Ginny also stressed the need to reset client expectations in the AI era. With the promise of speed and scale, many clients expect instant results—high rankings on Google, viral content, and immediate leads.

That’s where education comes in.

“You can create content quickly with AI, but without a strategy behind it, it won’t drive results. We have to slow down to define purpose, user journey, and ROI—then scale,” she states.

She encourages agencies and marketers to continuously educate clients on the realities of today’s marketing landscape, emphasizing the importance of relevance, timing, and omnichannel integration.

Key Takeaways for B2B Marketers

To summarize the conversation with Ginny, here are five key takeaways for marketers:

• Use AI—but don’t outsource your brand voice. AI can supercharge productivity, but it must be trained or customized to reflect your tone, visuals, and values.
• Consistency is non-negotiable. Whether through design tools or proprietary workflows, align every asset to the brand’s personality.
• Educate clients on strategy and ROI. Fast doesn’t always mean effective. Clients need help connecting tactics to outcomes and resetting unrealistic expectations.
• Think user-first, not product-first. “Is this content relevant to the user right now?” is a more powerful question than “Is this the best product?”
• Avoid one-channel traps. Ginny recommends integrating at least two to three channels (e.g., social, email, and website) to avoid gaps in the buyer journey.

Looking Ahead: What Will Set Winning B2B Brands Apart?

AI will only grow in influence, but so will the demand for genuine human connection.

“By 2027, users will have figured out AI,” Ginny says. “They’ll know when they’re interacting with a robot—and they’ll crave real connection. The brands that blend AI with storytelling and user-first experiences will win.”

She sees this playing out in content formats, journey mapping, and even lead generation. For example, static forms and gated content may not be enough. Instead, brands must deliver value upfront—think educational content, interactive tools, and clear value exchanges—to earn engagement and trust.

AI will continue to shape the future of B2B marketing, but technology alone isn’t a differentiator anymore. Marketers must use it intentionally—anchored in strategy, brand voice, and human relevance.

As Ginny puts it: “Marketing doesn’t have to be aggressive—it just has to exist. If you’re consistent, helpful, and authentic, the right people will raise their hand when they’re ready.”

We couldn’t agree more, and big thanks to Ginny for sharing her expertise with us. To watch or listen to the full podcast episode, go here. To sign up to be a guest on the podcast, fill out our online application.

Also, please check out our recent blog with practical tips for leveraging email in B2B marketing and beyond, and reach out to our team at request@outwardmedia.com to discuss how our award-winning B2B2C prospect data and audience-building services can create measurable outcomes for your business.