AI is Reshaping Customer Marketing and Base and G2 Are Driving What's Next

AI has reshaped customer marketing in under two years. 91% of marketers now use AI in daily work, and the category's new dividing line isn't whether you use AI — it's whether your AI is anchored in real customer voice. That's what Base and G2 are building together.

Marketing is changing rapidly in the age of AI. There are many aspects to that, including access to new customer data and unstructured data, and the proliferation of AI tools that increase competition and noise. As organizations look to build stronger and more authentic, data-driven relationships with their customers, Base is unlocking new ways for customer-centric teams to listen, learn, and act — by partnering with G2 and embedding the voice of the customer into moments that matter.

The scale of the AI shift in marketing

The adoption numbers are no longer gradual. Salesforce's 2026 State of Marketing puts marketer AI adoption at 91%, up from 88% the prior year. HubSpot's 2025 research found 92% of marketers say AI has already impacted their roles, with content creation (35%), data analysis (30%), and workflow automation (20%) as the top use cases.

But adoption isn't the interesting number anymore. The interesting number is impact. Salesforce's Connected Marketing Report finds respondents citing an average 27% lift in email open rates, 33% improvement in paid ad conversion, and 19% reduction in customer acquisition costs directly attributed to AI deployment. The teams winning that lift aren't the ones with the most AI — they're the ones whose AI is grounded in real customer signal.

Why customer voice is the new competitive edge

When every vendor has access to the same foundation models, the differentiator becomes the data you feed them. And buyers have made clear which data they trust:

• 90% of B2B buyers say social proof heavily influences their shortlist decisions (Gartner Digital Markets, 2025).
• 56% of buyers consult existing users before purchasing — 71% for enterprise deals (TrustRadius, 2024).
• G2's 2024 Buyer Behavior Report found buyers trust their peers over vendor sites and analyst firms, with independent peer feedback outweighing vendor narratives at every stage.

That's the gap Base and G2 are closing: embedding verified customer voice — reviews, VOC data, advocacy signals — directly into the AI-powered moments buyers and sellers actually encounter.

What the Base + G2 integration unlocks

With the new G2 integration, Base's Lifecycle Engagement platform brings together structured and unstructured data, actionable insights, and signals that help identify growth opportunities, customer risk, and leverage customer voice for sales and marketing in a more accurate and real-time manner.

Whether it's mining G2 reviews for powerful social proof that is a specific match for an opportunity, leveraging customer VOC for product marketing, or identifying the perfect advocate for a reference call, Base ensures that the voice of customers drives growth. Base customers can now easily promote user feedback and reviews at every step in the buyer journey. They can also embed their customer voice into sales and marketing collateral to reinforce credibility at key decision points, and drive higher conversion rates.

From content at scale to proof at scale

AI has made content production nearly free. That means the new scarce resource isn't words — it's trust. A thousand AI-generated messages without proof are noise. One message backed by a verified review from a peer in the same industry is a purchase decision.

Base's integrations across References, Reviews & Social Proof, and Voice of Customer turn that trust into a repeatable motion. Pair it with the Ask Creation AI Agent to generate campaigns that are both AI-fast and proof-grounded.

What this means for customer marketing teams

Customer Marketing is now the function best positioned to own AI-era differentiation. You sit on top of the data — reviews, references, advocacy participation, community signals, NPS, survey responses — that AI needs to produce outputs buyers actually trust. The role isn't being automated away. It's being elevated.

See the playbook in our Guide to Customer Marketing, the pillar on Customer-Led Growth, and the related post on the seven habits of a highly effective customer marketer.

What's next

The partnership with G2 is one step in a broader roadmap. Base continues to invest in making every AI-powered moment — campaigns, dashboards, seller briefings, buyer collateral — grounded in verified customer voice. To see it live in your stack, book a demo.

Frequently asked questions

How is AI changing customer marketing?

AI has compressed the time from idea to campaign, made content production nearly free, and unlocked real-time analysis of unstructured customer data (reviews, surveys, conversations). The result is a shift in what differentiates a customer marketing team — from "how fast can you publish?" to "how grounded in real customer voice is what you publish?"

What does the Base + G2 integration do?

It connects verified G2 reviews and buyer-intent data into Base's Lifecycle Engagement platform so customer marketing, sales, and product teams can mine reviews for opportunity-matched social proof, leverage VOC data in campaigns, and identify the right advocate for each reference moment — in real time.

Why is customer voice the key differentiator in the AI era?

Because 90% of B2B buyers say social proof heavily influences their shortlist decisions, and buyers now trust peers over vendor sites and analyst firms (G2, Gartner). AI outputs without verified customer voice are easy to produce and easy to ignore. AI outputs backed by real peer proof drive conversion.

Who benefits from this partnership?

Customer marketers building credibility into campaigns, AEs matching prospects to relevant reviews, product marketers using real VOC in positioning, and CS leaders identifying reference-ready advocates — anyone whose work gets stronger when it's anchored in verified customer voice.