B2B branding predictions for 2025: A human focus in the age of AI
In 2025, brands will need to balance using technologies such as AI with maintaining authenticity. Unified storytelling across platforms is crucial to connecting with audiences, building trust, and standing out in a crowded marketplace, writes Matt Smith, creative director, branded by berkeley.
It is hard to ignore the hype that has grown around AI over the past couple of years. From chatbots and email assistants to advanced solutions for manufacturing, cybersecurity, and data analytics, the influence of this advanced technology has spread into almost every industry.
And it looks set to continue its rapid growth over the coming years, with projections suggesting its market size will grow to a monumental $1,339 billion by 2030. Over 58% of B2B marketing leaders in Australia are already leveraging generative AI in their campaigns. Yet, at the same time, opinions around AI seem to be changing. The constant media narrative has led many towards AI fatigue and a scepticism around how much business value it is actually delivering.
These contrasting points can make it difficult for brands to plot a course for the year ahead. On one hand there is pressure to lean into AI revolution and showcase its influence. On the other, a pressing need to differentiate from the crowd.
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 next12 months.
