Generative AI and the New Frontier of Marketing Strategy

If you feel like marketing is changing faster than ever, you're not wrong. We're in the midst of a seismic shift, and at its center is generative AI.

Over the past 25 years, I've witnessed the evolution of everything from the rise of email marketing to the explosion of mobile and social media. But I can say with confidence that nothing is rewriting the marketing playbook faster than AI—especially generative tools like ChatGPT, Claude, and Google Gemini.

Here's what marketers need to know now.

The Stats Are Clear: AI Adoption Is Exploding

According to Salesforce's 2024 State of Marketing report, 61% of marketers report already using AI in their strategies.

McKinsey reports AI could add $4.4 trillion annually to the global economy, with marketing and sales accounting for a large share.

And here's a significant one: content created with AI tools is projected to account for over 90% of all online content by 2026, according to a Gartner forecast.

A recent HubSpot survey found that 82% of marketers using generative AI report that it has helped them create content faster, while 63% say it has helped improve the quality of that content.

This isn't hype—this is transformation. And if you're a marketer still sitting on the sidelines, you're already behind.

What Generative AI Actually Changes

1. Speed to Market: Content ideation, copywriting, and asset production that once took weeks can now happen in hours. Marketers using tools like Jasper or Copy.ai are seeing campaign turnaround times shrink from 3 weeks to 3 days.

2. Personalization at Scale: AI can generate personalized email and ad variations based on customer behavior in real time. Dynamic creative optimization (DCO) platforms, powered by AI, can automatically tailor messaging to different audience segments without requiring manual intervention.

3. SEO Reimagined: Search is evolving. Google's AI Overviews and answer engines like Perplexity mean that we're not just optimizing for rankings anymore—we're optimizing to be the source AI pulls from. That changes how we structure content and track performance.

4. Efficiency and Cost Savings: AI doesn't eliminate the need for human marketers—but it removes a lot of busy work. It handles drafts, first passes, and routine reports, freeing teams to focus on strategy, branding, and relationship building.

Don't Just Plug and Play

Here's the truth: AI is only as good as the strategy behind it.

At B2The7, we work with brands every day who want to "use AI" but haven't clarified the outcome they desire. Tools without purpose create noise, not value.

Ask yourself:

• What customer journey touchpoints can be improved with smarter content?

• What are my most considerable time sinks today?

• How do I strike a balance between automation and brand voice?

• Am I set up to measure AI-driven performance changes over time?

Start small. Test. Measure. Optimize. A/B test AI-generated copy against your in-house creatives. Track impact, not just output.

Prepare for GEO: Generative Engine Optimization

Traditional SEO isn't going away, but it is evolving. With Google's Search Generative Experience (SGE) and the rise of chat-based answers, we now need to:

• Write structured, FAQ-style content.

• Use schema markup to signal authority.

• Ensure our brand is cited in credible sources.

• Monitor platforms like ChatGPT, Perplexity, and Google SGE for how they reference your brand (or don't).

Visibility isn't just about the front page anymore. It's about being woven into the AI-generated answers consumers trust.

Final Thought: Don't Just Follow Trends—Lead With Purpose

AI is a tool, not a strategy. Your job as a marketer isn't just to adopt tech—it's to use it to create better customer experiences, tell stories, and drive outcomes that matter.

We're still in the early innings. But the winners in this new era will be those who lean in, learn fast, and stay grounded in strategy. They'll build internal workflows, training, and governance around AI—treating it as a core capability, not a shiny object.

If you'd like to discuss integrating AI into your workflows or future-proofing your marketing, please reach out. This isn't the future of marketing. It's happening now.

Sources:

Salesforce State of Marketing Report 2024

McKinsey Global Institute: "The Economic Potential of Generative AI"

Gartner: Future of AI Content Creation Forecast

HubSpot AI Marketing Benchmarks 2025

Content Marketing Institute: "AI in Content Operations Report"

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