AI’s Impact On Creative Professions In The B2B Space

B2B creatives in the retail industry are working to adapt to artificial intelligence's presence, ... [+] finding new ways to leverage them and to lean into their own creativity.
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%).