New Gen AI Approaches for B2B Marketing

Here’s something we can all likely agree on: Artificial Intelligence (AI) is transforming how brands create content, engage customers, and automate workflows—basically all of marketing. From AI-powered text generation to hyperrealistic image and video creation, the landscape is evolving rapidly.

But here are a couple of things still in question: Which AI tools are leading the way? And what legal and ethical challenges should brands consider when leveraging AI-generated content?

Now’s a great time to break down the top AI tools across three major categories—large language models (LLMs), image generators, and video generators—and also tackle the complex questions of copyright and ownership. (BTW, this post was created with the latest available information, but please know that this information is changing constantly, so be sure to do your own research.)

Large language models (LLMs)

LLMs are AI systems trained on massive datasets to generate humanlike text. They power everything from chatbots to content creation, document summarization, and even programming assistance.

Top LLMs in 2025 (so far):

• OpenAI GPT-4.5 – Improved reasoning and accuracy, fewer hallucinations
• Google Gemini 2.0 Flash – Multimodal capabilities (text + image processing)
• xAI Grok-3 – Advanced problem-solving and mathematical reasoning
• Meta Llama 3.1 – Optimized for natural conversation and engagement
• Foxconn FoxBrain – Tailored for supply chain and manufacturing applications
• Anthropic Claude 3 – Focused on safe and ethical AI outputs

Why might a brand use an LLM?

• Generate draft blogs, social media posts, and ad copy
• Improve chatbot interactions and customer support
• Summarize reports and legal documents
• Conduct sentiment analysis on customer feedback
• Translate content for global audiences

Pros: Versatile, time-saving, enhances productivity
Cons: Writing still requires writers, so this isn’t a complete solution; requires fact-checking; potential bias issues, computationally expensive

AI image generators

AI-generated images have reached new levels of realism and creativity, making them powerful tools for brands needing scalable, high-quality visuals.

Top AI image generators in 2025 (so far):

• OpenAI DALL·E 3 – Highly detailed and integrated into ChatGPT
• Midjourney V6 – Photorealistic images with enhanced prompt accuracy
• Black Forest Labs FLUX – Advanced realism for creative industries
• Amazon Nova Canvas – Built-in watermarking for ethical AI use
• xAI Aurora – Seamless integration with xAI Grok
• Google Gemma 3 – High-resolution and adaptable image generation

What can AI image generators do for brands?

• Create marketing visuals and advertisements
• Generate concept art for product development
• Automate image creation for social media
• Enhance existing photos with AI-powered upscaling

Pros: Cost-effective, scalable, fast turnaround

Cons: Can’t replace designers (which is a good thing); copyright issues; variability in image quality; potential ethical concerns

AI video generators

Video generation is the newest and fastest-evolving AI category, but it’s still facing limitations in consistency, physics accuracy, and production-quality rendering.

Top AI video generators in 2025 (so far):

• OpenAI Sora – Realistic video generation with strict ethical safeguards
• Google Veo 2 – 4K resolution and advanced scene understanding
• Runway Gen-3 Alpha – Text, image, and video-based generation
• Adobe Generate Video – User-friendly tool for Adobe Creative Cloud users
• Meta Make-A-Video – AI-powered short video creation
• Google Lumiere – Under development, expected to integrate deep video editing

Pros: Time-saving, cost efficient for very short-form content.
Cons: Limited realism, ethical concerns around deepfakes, requires human oversight.

Why traditional video development still wins

Can you really make AI-generated video for your brand? In a word, no.

While AI video tools are improving rapidly, traditional video production still beats AI by a country mile when it comes to quality, storytelling, and brand authenticity. Human-directed cinematography captures real-world emotions, nuanced lighting, and complex camera work that AI simply cannot replicate. Live-action footage also ensures true-to-life physics, making motion feel natural and avoiding the uncanny valley effect that still plagues AI-generated video. When it comes to high-end branding, product showcases, and emotional storytelling, nothing can yet replace the magic of a human behind the lens.

Legal and ethical challenges of AI-generated content

As AI content generation accelerates, brands must consider the legal and ethical implications.

Who owns AI-generated content?

• No copyright for AI-generated works: US copyright law requires human authorship. Brands using AI must prove human intervention to claim ownership.
• Potential work-for-hire agreements: Some legal experts suggest structuring AI-assisted content as work for hire to secure ownership.

Ethical issues to be aware of:

• Copyright infringement: AI models trained on copyrighted material may produce legally questionable content.
• Deepfake risks: AI-generated video and voice cloning can be misused for misinformation.
• Transparency and trust: Some countries, like Spain, now require labeling of AI-generated content to avoid consumer deception.
• Personality rights: Unauthorized use of AI to replicate famous voices or likenesses is leading to lawsuits.

Four tips for brands:

• Use AI tools with transparent training datasets.
• Label AI-generated content to maintain audience trust.
• Seek legal counsel on content ownership before distribution.
• Avoid using AI to create misleading or deceptive content.

Final thoughts: The AI balancing act for brands

AI tools are rapidly advancing, offering brands incredible opportunities for efficiency and creativity. However, navigating the legal, ethical, and strategic implications is just as important as leveraging the technology itself.

Brands that embrace AI thoughtfully—using it to enhance human creativity rather than replace it—will gain the most from this transformative era. The future of AI in content creation, search, and brand marketing isn’t just about what AI can do, but how smartly and ethically it’s used.

Is your brand ready for the AI revolution? We can help you build momentum and get results.