Why People Love Crafting Their Life’s Story in ChatGPT – and What It Means for B2B Marketing

In a world where artificial intelligence is becoming part of our daily lives, a new trend has emerged: people are increasingly using AI, like ChatGPT, to craft narratives of their own lives. These narratives go beyond merely sharing facts—they’re detailed, personalized, and often idealized versions of themselves. This phenomenon reveals a lot about the evolving desires of digital users and has significant implications for B2B marketers.

Just as Carl Jung proposed that the psyche is composed of essential elements like the ego, anima, and persona, people are now exploring these facets through digital means. The ego represents the conscious self, the anima embodies the inner psyche, and the persona is the outward-facing identity we present to the world. Today’s digital users are combining these elements to build a nuanced, multi-dimensional self online— and in B2B marketing, we can embrace similar elements to connect with our audiences on a deeper level. Here’s how this shift toward self-curated digital personas can guide our approach to B2B marketing.

1. People Want to Control Their Narrative (The Ego) – So Let’s Help Them

Crafting a life story with ChatGPT lets people control how they’re perceived, highlighting certain aspects and downplaying others to create a version of themselves that feels right. In Jungian terms, this aligns with the ego—the core self that decides how we want to interact with the world. For B2B buyers, this translates into a desire to control their own journey with your brand.

Takeaway: Empower your audience with tools that allow customization in their buyer journey. Interactive demos, flexible onboarding, and adaptable content can adjust based on the buyer’s needs and interests, supporting them in crafting their ideal experience with your brand.

2. Self-Expression through Digital Personas (The Persona) – What B2B Brands Can Learn

Digital self-curation is also about shaping a public-facing persona that others can engage with. As people build these personas, they want to feel that they are connecting authentically. In B2B, this means examining how relatable our brand personas really are. Do they feel like a real presence or just a collection of features? Clients today don’t just buy from brands; they engage with the personalities and values behind them.

Takeaway: Build a brand persona that reflects the real people and values behind your company. Show the human side of your organization through client testimonials, employee insights, and case studies focused on people as much as on performance.

3. A New Kind of Conversation (The Anima) – Make It Engaging, Not Just Informative

In Jungian psychology, the anima represents the inner, emotional self—the part that seeks connection and expression. ChatGPT’s interactive style lets people express this side of themselves, engaging in a two-way dialogue that feels less like a transaction and more like a relationship. For B2B, adopting this conversational approach can bridge the gap between brand and buyer.

Takeaway: Implement conversational elements in your digital touchpoints. Whether through chatbots that speak your brand’s language or customer service that feels approachable, create interactions that feel like real conversations rather than sales pitches.

4. Story-Driven Content Wins Attention – Let Clients Be the Protagonists

People’s love of crafting their own narratives indicates a desire to be the central character in their own story. In B2B, storytelling can bring this to life, placing the client as the protagonist of their growth journey with your brand as a trusted partner. Story-driven content aligns with both the ego and the persona, helping buyers feel seen and validated.

Takeaway: Frame your case studies, success stories, and client testimonials in a narrative format. Rather than focusing on features, weave a story around how your clients overcame challenges and achieved their goals with your support.

5. Trust and Privacy Are Fundamental – Transparency Is Key

Sharing personal narratives with AI also brings up the question of trust. People want to feel safe in revealing their stories, confident that their data is secure. This digital shift signals the importance of trust in B2B relationships, particularly as personalization becomes more prevalent. A transparent, respectful approach to data can set brands apart.

Takeaway: Ensure clear, open communication about data usage and personalization practices. Buyers appreciate transparency, and a brand that upholds it will foster stronger, trust-based relationships.

Adapting to a Self-Curated Digital World

As more people explore their ego, anima, and persona through tools like ChatGPT, they’ll look for brands that understand and respect their complexities. As B2B marketers, adapting to these preferences can mean the difference between brands that simply sell and those that connect on a profound level. By helping clients shape their own stories with our brands, we’re not just part of the conversation we’re a valued partner in their success.