AI’s Impact On Creative Professions In The B2B Space – Forbes

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Artificial Intelligence (AI) tools have shaken up the retail industry, with B2B service providers working in the retail industry (i.e. photographers, videographers, copywriters, and more) feeling that shift in 2025.

Among the most ground-breaking tools introduced were ChatGPT for text-based content and MidJourney for visual content. Both apps use sophisticated machine learning algorithms to generate contextually relevant results.

Following their rollout, talk of job displacement brewed. Would AI replace creative professionals? A Forrester poll revealed that 36% of workers feared losing their jobs within 10 years.

Reality, however, told a different story. The same Forrester research acknowledged that AI could result in job losses; as many as an estimated 2.4 million positions in the US by 2030.

However, its most significant impact will be on reshaping existing jobs. Some 11 million workers are likely to see their roles change, not disappear entirely.

Zooming in on B2B marketing reveals how creative teams now make use of AI. Statista reported media leaders have tapped it for a variety of purposes, including content generation (42%), special media content (40%), and image creation (33%).

In product photography, a sector growing at a compound annual growth rate of 11.1%, brand photographers are integrating AI in their post-production workflows to boost efficiency.

Jennifer Silverberg, a veteran B2B photographer who creates stills and motion content, asserted that these new tools have made editing easier, faster, and less tedious. One report shoes that some photographers have reported cutting editing time by up to 75% with AI-enhanced retouching.

While Silverberg doesn’t create images with AI, she does leverage it for storyboarding with clients and for a jumping-off point captions on social media content.

“I remain incredibly optimistic about the future of my industry,” she said. “More than ever, there are needs for images, and the public is consuming them faster and faster.”

Graphic designers also use AI for the same purpose: automating work that isn’t creative. For example, NoGood.io, a marketing agency, uses Adobe Photoshop’s Generative Fill to adapt ad designs for various channels.

The task is critical, but it mostly requires time. Artistic ability? Not so much.

Research indicates AI’s ability to handle monotonous work helps prevents burnout, which 76% of creative professionals confessed to experiencing. By automating repetitive tasks, AI allows creatives to focus on developing fresh ideas.

This may explain why 40% of B2B marketing teams have already implemented generative AI to support staff productivity.

AI also opens up new creative possibilities. Designers can use it to create moodboards, and writers can use it to explore fresh angles and concepts.

These additional functions gave way to a variety of opportunities. New job titles, such as AI-generated content specialists and AI art directors, combine human creativity with machine precision.

With AI’s growing role in creative industries, AI skills are becoming more valuable to master. Yet if the execution is poor, customers do seem to clock the lackluster results.

NielsenIQ found that customers could recognize AI-generated ads and rated them less engaging, more “annoying,” “boring,” and “confusing” than traditional ads.

A combination of effective AI prompting and strategic tweaking of machine-generated outputs can help creatives produce engaging content that meets customer expectations. These skills are also important to avoid stifling creativity, which can occur as a result of overreliance on AI.

Equally important is the ethical duty to shield consumers from misleading practices. AI’s quick adoption also leads to misuse, and consumers experience it in the form of deceptive advertising.

ASA observed an increase in AI-based scams in 2024, including deepfake ads that incorrectly portray celebrities endorsing products. These fabricated ads undermine consumer trust, the integrity of brands, and the creative community as a whole.

Staying current with new regulations, such as the Artificial Intelligence Act of the European Union and the Deepfakes Accountability Act of the US, is critical.

Will there ever be an AI takeover in the creative industry? At this point, no. AI can’t yet understand emotional context and cultural subtleties. Plus, it only generates what humans provide it, so originality is off the table. Right now, (human) B2B creatives are still best positioned to deliver on these needs.