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Balancing automation with authenticity

B2B brands have been quick to shout about their new AI capabilities over the last couple of years , however continuing to do so could do more damage than good in 2025 . Not only are we seeing more articles on the subject of AIgenerated deepfakes , which is likely eroding trust in the technology , but a developing trend of AI fatigue also suggests that people are become irritated with the sheer amount of media coverage on the subject .

PLATFORMS LIKE YOUTUBE HAVE SEEN A SIGNIFICANT INCREASE IN LONG-FORM VIDEOS BEING UPLOADED , RISING FROM 1.3 MILLION IN JULY 2022 TO 8.5 MILLION IN JUNE 2024 , INDICATING A GROWING APPETITE FOR MORE IN- DEPTH STORYTELLING .

So , for those unsure of where to take their branding in the new year , we ’ ve investigated the key challenges faced by decision-makers and the business trends we ’ ll see in 2025 – to help you plan a robust brand strategy for the next 12 months .

The rise of unified brand storytelling

Generative AI has sped up the creation of content exponentially , which has led to a huge increase in the amount of content available to us . This , in turn , means that audiences are being bombarded with more information on a daily basis and are becoming more selective in the content they digest .

For brands to cut through the noise and get noticed by their customers , it is important for them to not only deliver valuable information , but to ensure consistency across their messaging . A unified brand narrative will help to build trust and credibility , ensuring that every interaction reinforces their core values and helps make them more memorable .

With 83 % of decision-makers finding inconsistent messaging highly annoying , the need for a cohesive brand story is clear . As Simon Kahn , VP of Marketing at Google APAC , says in his marketing predictions for the decade ahead : “ Marketers will have an expanded calling to help the company tell a consistent story everywhere , all the time .”

More importantly though , if every brand is shouting about AI , it is having a considerable impact on how much they can differentiate themselves from their competitors .

In fact , in branded by berkeley ’ s 2024 B2B branding landscape report , it was found that less than half of B2B brands ( 49 %) are seen as truly distinctive . This means that , although AI no doubt presents businesses with new opportunities , they must prioritise maintaining brand distinctiveness as they adopt it – finding creative ways to leverage this developing technology while preserving their unique identity and human touch .

The resurgence of long-form video

While short , snappy videos remain effective for capturing attention , B2B brands are increasingly investing in long-form video content to foster deeper engagement . Platforms like YouTube have seen a significant increase in long-form videos being uploaded , rising from 1.3 million in July 2022 to 8.5 million in June 2024 , indicating a growing appetite for more in-depth storytelling .

The key , however , is quality . As video length increases , so do audience expectations , with research showing that 92 % of viewers believe poor video content can negatively impact a brand ’ s image . B2B marketers should focus on creating high-quality , long-form videos that provide valuable insights , educate their audience and build thought leadership .

It is also important to keep in mind that short videos are very much still being used to great effect and that any successful video strategy should involve a combination of both short-form content to attract viewers and long-form content to nurture relationships and establish expertise .

38 Intelligent SME . tech