Generative Content in B2B Communications: Personalization, Tone Drift, and the Effect on Customer LTV

Oleksii Birchak

Abstract: The article examines the transformative impact of generative artificial intelligence (GenAI) on communications in the B2B segment, offering a holistic analysis of its functional advantages, vulnerabilities, and the resulting effect on financial metrics. The aim of the study is to construct and substantiate a conceptual framework that logically links three interrelated components: AI-enabled hyper-personalization, the phenomenon of tone drift, and the dynamics of customer lifetime value (LTV). Methodologically, the work relies on a systematic literature review across the Scopus, Web of Science, and IEEE databases, an examination of industry reports from leading consulting firms, and the use of an illustrative case study. The data obtained indicate that GenAI provides a qualitatively new level of personalization that is statistically associated with increased engagement and higher conversion rates. At the same time, uncontrolled deployment of the technology creates a critical risk of tone drift, leading to dilution of brand identity, a decline in trust, and, consequently, a reduction in LTV. The conclusion of the study is that maximizing LTV is achieved not through extreme automation, but by finding an optimum between the potential of GenAI and strict governance contours based on human-in-the-loop principles. The findings presented in the study will be of interest to chief marketing and sales officers, digital transformation experts, and researchers in business informatics.

Keywords: generative artificial intelligence, B2B communications, hyper-personalization, tone drift, customer lifetime value (LTV), customer experience management, predictive analytics, large language models (LLM), marketing automation, AI risk management

How to Cite?: Oleksii Birchak, "Generative Content in B2B Communications: Personalization, Tone Drift, and the Effect on Customer LTV", Volume 14 Issue 11, November 2025, International Journal of Science and Research (IJSR), Pages: 1710-1717, https://www.ijsr.net/getabstract.php?paperid=SR251128105945, DOI: https://dx.doi.org/10.21275/SR251128105945