Post by International Advertising Association

We are continuing to share the views of IAA members around the world, on what will shape the industry this year.

 Kristin Gower, IAA Global Board Memeber, shares her thoughts: "In the B2B space, a significant imperative (not sure it the only!) is the shift from MQL and lead generation focus to 'confidence engineering'. Where 70% of the buyer’s journey happens in the "dark funnel" and 95% of vendors are shortlisted before first contact, the goal cant be to capture contact info, but to de-risk the decision. AI is accelerating content production, but lowering trust - a temptation marketers need to avoid. Provide high-utility content, leverage AI for deep buyer research (harder than production) so that you can offer true real time personalisation that brings the full buying committee to a unified level of confidence. Brands need to move to increasing, not reducing, trust in an increasingly anonymous, AI-mediated marketplace."