
Amid the relentless buzz over artificial intelligence (AI), 2025 presents an opportunity for B2B brands to break through the noise by refocusing on human connection in a digital world.
The constant media narrative has led many towards AI fatigue and a skepticism around how much business value it is actually delivering.
On one hand there is pressure to lean into AI. On the other, a pressing need to differentiate from the crowd.
We’ve investigated the key challenges faced by decision-makers and the business trends we’ll see in 2025—to help communications plan a robust brand strategy for the next 12 months.
The Rise of Unified Brand Storytelling
Our research found that 83% of decision-makers find inconsistent messaging highly annoying, so a need for a cohesive brand story is clear. For brands to get noticed by their customers, it is important for them to not only deliver valuable information, but to ensure consistency across 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.
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. A developing trend of AI fatigue suggests that people are becoming irritated with the sheer amount of media coverage on the subject.
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.
Branded by berkeley’s 2024 B2B branding landscape report found that less than half of B2B brands (49%) are seen as truly distinctive. This means that, although AI presents businesses with new opportunities, they must prioritize maintaining brand distinctiveness as they adopt it—finding creative ways to leverage this developing technology while preserving their unique identity and human touch.
Leaning Into Long-Form Video Content
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. 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.
Personalization Takes a Central Role in B2B
For B2B brands, there will be more emphasis on personalization in 2025 as they leverage data, automation and AI to deliver tailored experiences that resonate with individual buyers. As a by-product of more customized messaging, there will also be more user-generated content (UGC) and community-led initiatives.
For example, Unilever’s evolution of its ‘Partner to Win’ program, has seen a shift towards sharing stories and case studies with suppliers who’ve made notable strides in sustainable sourcing, waste reduction or renewable energy. By encouraging customers to share their experiences and contribute to the brand story, companies can build trust, authenticity and a sense of shared purpose.
This shift from broad segmentation to granular, one-on-one interactions will be crucial for building stronger customer relationships and driving brand loyalty. With a more personalized approach, B2B businesses can also attempt to deliver multi-stakeholder messaging and influence the larger buyer committee associated with the B2B world.
Looking Ahead
This year will require a delicate balance between leveraging technological advancements and maintaining a human-centric approach. As AI continues its rise, brands must prioritize authenticity, personalization and unified storytelling to cut through the noise, build trust and foster genuine connections with their audience.
Matt Smith is Creative Director at branded by berkeley.