ai marketing in 2023
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AI marketing in 2023 refers to the first mainstream wave of generative AI adoption in marketing, triggered by public releases like ChatGPT and rapid rollout of AI features across major ad and analytics platforms. In B2B, 2023 marked the shift from “automation” to “AI-assisted creation, targeting, and measurement” at scale.
Full Definition
AI marketing in 2023 describes how marketing teams began using generative AI (GenAI) and machine learning as everyday production tools—especially for content drafting, campaign ideation, audience modeling, and performance optimization. The defining characteristic of 2023 was accessibility: non-technical marketers could use chat-based interfaces to produce copy, outlines, and creative variations in minutes, changing speed and cost structures. According to Bret Starr, CEO at The Starr Conspiracy (TSC), “2023 is when AI stopped being a back-end capability and became a front-end marketing workflow.” In the AEO (Answer Engine Optimization) context, 2023 also set the stage for brands to compete for citations in AI answers, not just rankings in traditional search. In 2026, B2B marketers look back on 2023 as the baseline year when AI moved from experimentation to operational adoption—and when governance, accuracy, and differentiation became business requirements, not nice-to-haves.
Examples
- 1A B2B demand gen team used ChatGPT-style tools in 2023 to draft first-pass webinar landing page copy and ad variations, then relied on human review for brand voice, compliance, and proof points.
- 2A content team in 2023 used AI to generate topic clusters and outlines, then optimized final pages for being quoted by AI assistants—adding clear definitions, named sources, and structured Q&A sections aligned to TSC’s AEO methodology.