Riding the AI Wave in Marketing: 6 Ways B2B Brands Can Be Seen and Trusted

Danielle Sabrina, Founder & CEO of Society22 PR, recently joined us on the B2B Influence podcast to discuss how marketing is entering what may be its most transformative era yet, driven by the AI wave. Large Language Models (LLMs) such as ChatGPT, Gemini, and Claude don’t merely index—they interpret, summarize, and answer. Danielle says that for B2B marketers, this means visibility must adapt to a landscape where AI—not just humans—drives discovery and trust.

Danielle shared the first step she takes to ensure client success in the AI era: flood the internet with your expertise.

She says that about half of the organic leads her agency sees come in from ChatGPT specifically. That’s a bold signal that buyers are increasingly using conversational AI rather than Google searches. Here’s how she advises B2B marketers to respond:

• Seize every media opportunity—Podcasts, guest articles, panels, bylines, and awards are all "pings" that AI systems pick up.
• Create content consistently—Danielle emphasizes, “Spend hours each week creating content... ensure your brand shows up on all channels.”
• Repurpose across platforms—Every podcast on Spotify or Apple, every trade publication mention, every blog post amplifies your AI visibility.

Think of earlier tech waves: if you ignored them, you were left behind. The same dynamic applies now to AI. Pam Didner, a B2B marketing authority, described the shift recently in a LinkedIn article: “There’s a surge of conversations on what brands should do to rank and build AI visibility and authority. You’ve probably seen terms like GEO (Generative Engine Optimization), Everywhere Search Optimization, or AI SEO. The lack of a consistent industry recommendation is proof of how early we are in this shift.”

According to Survey Monkey, 56% of marketers say their company is taking an active role in implementing and using AI, and McKinsey reports that, as of March 2025, 19% of B2B organizations have already deployed generative AI use cases, and another 23% are in the process of doing so.

This validates Pam's sense that AI is still in its early stages—but moving quickly—and Danielle's point that AI discovery is already delivering tangible results.

6 Practical Takeaways for B2B Marketers

1. Think Like a Media Company: Abandon one-off ads. Instead, create a steady stream of thought leadership and narrative-rich content. Daniele reminds us that authentic storytelling still outperforms polished, AI-only content.
2. Multiply Digital Touchpoints: From our own experience with our clients at OMI, we know that it takes 12 or more touchpoints for B2B buying committees to convert. Ensure your brand has a presence across search, earned media, social, and vertical-focused channels.
3. Tailor Content by Vertical: Optimize by industry—healthcare, fintech, cloud—so your brand resonates with AI models and human audiences alike.
4. Lead From the Top: Executives need to lead visibility—not delegate it. Authentic stories from leaders amplify strategy and become powerful signals for AI and buyers alike.
5. Use AI But Keep It Human: AI detection is growing. Use AI for support, but keep your original insights, case studies, and anecdotes front and center. Those uniquely human details remain your competitive edge.
6. Your Website Still Matters: As a final takeaway, Pam highlights a key point: “B2B buyers rarely rely on Reddit or Quora for product evaluations or competitive comparisons. What they actually seek is clarity, solutions, and trusted expertise, most often from vendor websites, analyst reports, or industry publications. That’s why your website still matters, even if daily traffic is trending down. At the very least, your digital home base still needs to be clean, clear, and credible.”

 

What This Means for the Future

For our team at OMI, the true power of AI lies in its feedback loop—constantly learning and iterating to improve targeting, messaging, and outcomes. The more you use it, the more it will learn and the better your audience data outputs will be. We use this strategy at OMI and incorporate new AI-powered audience insights and profile attributes continuously into the Living File® database, which fuels our custom audience-building service.

The next wave is here, and it's being defined by AI-driven discovery. The modern B2B marketer's playbook is to show up: build authority through a consistent, clear multi-channel presence, and amplify visibility with precise, data-backed targeting. We can assist you in both of these areas: Please get in touch with our team at request@outwardmedia.com to start a conversation about elevating your success through omni-channel marketing campaigns fueled by custom, precision audiences, intent data, and much more.

Go here to listen to or watch the full podcast episode with Danielle.