How Can AI Support the Creation of Effective Content?

Artificial intelligence is already changing the way B2B companies approach marketing and sales content creation. Time savings are just the beginning. The real revolution begins when AI is fueled with data about your market, customers, and offering.

Full Automation or Strategic Support?

After the initial excitement about AI's content generation capabilities, many clients began to notice the limitations. Poorly trained text generators produce content that is formulaic, repetitive, and less engaging than expected. But is reverting to human-only content creation without AI support the right move?

The key is to find the right balance—using AI where it helps save time and accelerate workflows, while keeping humans involved where creativity and judgment are essential. Properly training AI is also crucial. A well-trained generator can become an invaluable support tool for content creators—without replacing them.

It's worth exploring how a properly trained AI model can improve the quality and impact of your content. Our experience shows that once the learning phase is complete, we’ve achieved up to 10x time savings in content creation. The following examples are mainly based on B2B marketing and sales content for international clients.

Where to Start with AI in Content Creation

Creating marketing and sales content with AI is no longer a futuristic idea. It's already a reality for many teams. At first, time savings are usually seen as the main benefit. But once the process is refined, we’ve consistently reduced content production time by up to 90%.

More importantly, AI enables improvements in content quality, precision, and its ability to engage and influence buying decisions—especially in B2B marketing.

One tool worth noting is HubSpot Breeze AI—a new generation of AI-powered tools built directly into the HubSpot environment. Breeze AI allows marketers to:

• Generate marketing copy tailored to the sales funnel stage and buyer persona
• Automatically suggest headlines, CTAs, and SEO improvements
• Create product descriptions, emails, and blog posts directly in the content editor
• Personalize content using CRM data
• Analyze and optimize content effectiveness based on campaign performance

Thanks to full integration with the HubSpot platform, Breeze AI helps marketers work faster and more precisely—without switching tools.

How to Begin Creating AI-Enhanced Content

When working on content, we use large language models (LLMs) such as ChatGPT, Claude, or Gemini. It’s best to start by creating a dedicated workspace or GPT instance that is enriched with:

• Information about your offer
• Ideal Customer Profile (ICP)
• Existing marketing and sales materials
• Competitive intelligence
• Performance data from past marketing and sales efforts

We also use public industry data sources (e.g., Wappalyzer, BuiltWith) to better understand the tech and market context.

Data is Key – But How Do You Use It?

Once your data is uploaded, you can work in two modes:

1. Restricted to your own data:
   The AI operates only on the data you’ve provided. Use clear prompts like “Answer based only on the attached data.” Ensure the tool allows disabling general LLM training, especially when handling sensitive information.
   
   
2. Combining internal data with open sources:
   This gives more context but requires well-crafted prompts to avoid AI over-relying on external data or hallucinating facts.

Real-World Applications

1. Dynamic Personalization
For an HVAC client, we built a solution where AI responded to customer questions about equipment use and servicing. After a testing phase, the system worked independently—human intervention was only needed to add value or improve AI training.

2. Recovering "Lost Opportunities"
For another client, AI was used to create personalized emails for companies marked as lost sales opportunities. After defining segments, cleaning CRM data, and setting up the infrastructure (e.g., via n8n integrated with a vector database and ChatGPT), the system generated two email versions for sales review. The AI learned from accepted/rejected drafts, with the whole process overseen by a designated AI lead.

Conclusions and Best Practices

• Appoint an AI lead or team responsible for competencies and project development
• Ensure data quality—good data = good outcomes (especially CRM notes structure)
• Involve specialists—even with low-code tools, technical experience is invaluable
• Use RAG (Retrieval-Augmented Generation) methods to combine private and general knowledge
• Allow time for testing and learning—essential for understanding potential and limitations

AI in Graphic and Video Content Creation

While our focus has been on text, AI’s growing capabilities in graphics and video are worth attention. Tools like Midjourney, DALL·E, Runway, and Pika Labs make it easy to:

• Create brand-aligned visuals
• Build dynamic concept visualizations
• Generate video content from text prompts

For B2B marketers, this means faster creation of infographics, product animations, and educational assets. Although AI video generation requires more knowledge and testing, automating simple video formats for campaigns or landing pages can save time and improve consistency.

HubSpot also provides visual tools via Breeze AI and the content editor:

• Generate visual CTAs and banners tailored to segments
• Embed and track video effectiveness in real time
• Edit images directly in HubSpot without third-party tools
• Integrate content creation with Canva, Vidyard, and more
• Automate actions based on user behavior (e.g., watch time, clicks)

With the development of HubSpot Content Assistant and Breeze AI, visual asset creation will become even easier and more integrated into the marketing ecosystem.

AI Won’t Replace Marketers – It Will Empower Them

AI-generated marketing and sales content is already a reality. Some creators worry that AI is replacing humans, especially when content feels automated and lacks the “human touch.” But many others point out that strategic AI use doesn’t eliminate the human role—it enhances it.

The key lies in skillful use of AI to save time while leaving room for human creativity where it matters most.

A Webinar That Separates Hype from Real AI Solutions

Generic AI is not yet ready to run B2B marketing on its own. But when you fuel it with the right data and use it wisely, it becomes a powerful ally—for scaling efforts and increasing effectiveness.

Want to create content that not only engages—but sells?
Stop wasting time on content that doesn’t work.

Discover how AI can practically support your marketing and sales—no hype, no false promises, just real outcomes.

At GROW, we help B2B companies harness AI where it truly works—in content that converts, personalized communication, and streamlined marketing-sales processes.

Register now and join us on June 25 for the webinar “Artificial Intelligence in Marketing – Hype or Reality?” to see how you can start using AI effectively today.