Technology dominance, a reskilling imperative and the need for human creativity. These are the three issues most often raised by international marketing and communications executives when asked about the impact of generative AI. Ethics, sustainability and cybersecurity add to the challenge of running successful PR and marketing operations in the years ahead.
The industry outlook report Insight Track: B2B Tech PR and Marketing in the Age of AI is based on 21 in-depth interviews conducted in March and April 2024 by senior consultants at Netprofile, Finland’s leading B2B technology PR and marketing agency and a GlobalCom member since 2023. Respondents, from organisations including Deloitte, Etteplan, ICEYE, IQM, Kyndryl, Salesforce, TCS and Visma, are respected professionals across B2B technology industries in Northern and Central Europe.
The findings
1. AI is not on the horizon, the time for reskilling is now
Respondents unanimously agree that AI will significantly influence communication and marketing success. The immediate priority is to build teams’ ability to use AI efficiently and ethically, in alignment with business goals. Even with AI in full use, interviewees firmly believe that human creativity, contextual understanding and precise audience engagement remain crucial.
2. Responsibility is up to all of us
PR and marketing professionals cannot overlook the increasing demands on organisations around sustainability and responsibility. 86% of interviewed executives believe that expectations on ethics and transparency strongly affect communication and marketing success. With the EU greenwashing directive in force since March 2024, teams must dig deeper into campaign arguments and firmly oppose any unwarranted claims.
3. In an uncertain world, tactics must be more agile
While an organisation’s long-term vision must be clear, tactical decisions are increasingly made on very short timelines. Data-driven marketing thrives on predictive analytics and on the methods that work best right now. A significant trend is a strong increase in the weight of media relations and content marketing in the B2B domain, while none of the respondents plan to increase investment in traditional media advertising.
4. Thought leadership is the North Star
As AI-generated content becomes common and commoditised, unique insights and their compelling delivery enable true differentiation. Building systematic thought leadership around the business core is the recipe for success that B2B technology organisations are now investing in.
The Netprofile Insight Track report offers more perspectives and practical implications for PR and marketing professionals. You can download a free copy.