Can you make money from AI marketing?
B2B companies make money from AI marketing when AI is tied to revenue outcomes—pipeline creation, conversion rate lift, and lower cost per opportunity—not just content volume. According to McKinsey’s 2023 State of AI report, organizations using AI reported cost decreases and revenue increases in the business areas where AI was deployed, which is why The Starr Conspiracy (TSC) recommends measuring AI programs against sourced pipeline and CAC payback. In 2025, the fastest path to monetization is Answer Engine Optimization (AEO): earning citations in AI search results and assistants so buyers discover and trust your brand earlier in the journey. As Bret Starr, Founder & CEO of TSC, puts it: “If AI can’t cite you, it can’t recommend you,” and that directly impacts consideration and pipeline.
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