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Digiday interview: how B2B teams use AI for content creation
Why context is the real unlock for faster and better B2B content creation
Created by:
Ómar Thor
Posted on:
January 16, 2026
TLDR
Digiday recently reached out to understand how B2B teams are really using AI to save time and scale content without sacrificing quality. The core insight is simple. AI only works when it has the right context. That means company data, website data, competitor insight, industry knowledge and proven best practices. This is exactly why we built Creator inside Optise, to help B2B teams create high performing content in minutes and prove that it actually ranks on search engines and AI engines.
Why Digiday wanted to talk about AI and content
AI content tools are everywhere, but many B2B teams are quietly frustrated. They can generate content faster, yet much of it feels generic, off brand or disconnected from what buyers actually care about. Digiday wanted to understand what is really happening behind the scenes. Not the hype, but the reality of how teams are using AI to scale content without just spitting out low quality output.
When they reached out, the conversation immediately focused on one thing. The problem is not the AI model. The problem is context.
Why context matters more than the AI model
What matters most when using AI for content is not which model you choose. It is the data and inputs the AI has to work with. Without context, AI can only guess. And guessing leads to content that sounds like everyone else.
High quality B2B content depends on understanding what your company actually does, who it is for, how you talk about it and how it is different from competitors. It also depends on knowing your industry, your ICP, your positioning and the best practices that already work in your space. Without this information, AI output will always feel shallow.
Context is what turns AI from a content generator into a content accelerator.
Why modern B2B content must work for search and AI engines
Another important part of the Digiday conversation was discovery. Content today does not just need to rank on Google. It also needs to show up in AI generated answers from tools like ChatGPT, Perplexity and Gemini. That means content must be genuinely useful, clearly structured and written in a way that answers real questions buyers ask.
One of the most interesting insights we see in Optise is how AI driven traffic behaves. Website visits coming from ChatGPT already have the highest conversion rate of any channel. Google sits in second place. These visitors arrive with strong intent. They are already educated and are looking for confirmation, clarity and trust.
This makes it critical for B2B content to be interesting for the ICP while still being attractive to search engines and AI engines at the same time.
Why we built Creator
This is exactly why we built Creator inside Optise. B2B teams know they need content, but they struggle with time, resources and clarity. Content is the first thing that gets pushed because there is never enough time. Even when time exists, teams do not know what to write, how to optimise it or whether it will actually perform.
Creator fixes that by combining context, data and best practices into one simple workflow.
How Creator works
Creator uses the context that actually matters. It understands your company, your positioning, your ICP, your tone of voice and how you talk about your product. It uses your website data to see what pages underperform and what content is missing.
It analyses your competitors and your industry. It also builds on thousands of pieces of content that already perform well across B2B.
With that foundation, Creator helps teams create content in minutes instead of days, while still sounding like them.
Try it youself for free on optise.com
What Creator helps B2B teams create
Creator is designed to support the content B2B teams actually need but rarely have time to produce.
It helps teams create blogs and articles that rank on search engines and AI engines.
It helps create website pages like product pages, solution pages, industry pages, pricing pages and about pages.
It helps generate social posts that are aligned with positioning and messaging.
It supports competitor analysis so teams understand how others position themselves.
It helps with ICP analysis so content stays focused on the right audience.
All the important content that usually gets delayed finally becomes achievable.
Proving that content actually works
Creating content faster is only half the story. The other half is knowing whether it works. This is where Optise Analytics closes the loop. Once content is published, Optise shows whether it is ranking on search engines and AI engines, how users engage with it and whether it improves conversions.
Content stops being a guess. It becomes measurable.
What we are hearing from customers
The feedback we have received on Creator has been genuinely exciting. Teams are creating content they would normally never get around to. They feel more confident publishing. They see clearer performance signals.
It has been good enough that we literally popped a bottle of champagne here in Reykjavik.
Why this matters right now
B2B teams are under pressure to do more with less. Content volume, quality and consistency all matter more than ever, but traditional workflows do not scale. AI can help, but only when it is grounded in the right context.
That is the real takeaway from the Digiday conversation. AI is not the solution on its own. Context is.
Conclusion
The biggest challenge in B2B content creation is not writing. It is time, clarity and confidence. When AI is combined with company data, website data, competitor insight, industry context and proven best practices, content creation becomes faster, more focused and far more effective. That is what Creator is built to do.
If never having time to create the B2B content your website or social channels need sounds familiar, try Creator for free on optise.com and see the difference for yourself.
You can also test other tools like rankpill.com or jasper.ai and compare the results.
FAQ
1. Why did Digiday interview Optise about AI content
To understand how B2B teams are actually using AI to save time without sacrificing quality.
2. What matters most when using AI for content
Context. Company data, website data, competitors, industry insight and best practices.
3. What is Creator
Creator is an Optise feature that helps B2B teams create high performing content in minutes.
4. What types of content can Creator create
Blogs, website pages, social posts, competitor analysis and ICP analysis.
5. Does Creator optimise for AI engines
Yes. Content is created to work for search engines and AI engines like ChatGPT.
6. Why is ChatGPT traffic important
It has the highest conversion rate of all traffic sources we see.
7. Does Creator replace human input
No. It accelerates creation but keeps your voice and positioning intact.
8. How do I know if the content works
Optise Analytics shows rankings, engagement and performance.
9. Is Creator built for B2B teams
Yes. It is designed specifically for B2B use cases.
10. How can I try Creator
You can test Creator for free on optise.com.
