Welcome to the new reality of communication. A new reality in which everything is not only becoming more complex for B2B decision-makers and consumers alike, but also seemingly too much. Too many channels. Too many messages. Too many technologies. And yes – too much AI (I never thought I'd say that!). That's the conclusion of our latest We. Brands in Motion (BiM) report. But what many people forget is that communicators are experiencing exactly the same thing. The complexity is mutual. And it's growing.
As BiM shows, there are five main factors driving complexity – for both senders and receivers:
The majority of those we want to reach with our communication accept AI-generated content – as long as it is good and serves the purpose. What counts is quality and context. But be careful: if humans are completely removed from the process, there is a risk of losing trust. Because trust is not created by algorithms. It is created through empathy, clarity and relevance.
We need to rethink not only how we communicate, but also where and with whom. AI can improve processes, scale content and even promote creativity. But human judgement and empathy remain indispensable.
Communication must achieve more today than ever before. It must reduce complexity, build trust and remain relevant at the same time. This can only be achieved if we view AI not as a substitute, but as a tool – and keep people at the centre.
What matters now is to take a stand. Create clarity. Enable closeness.
The world has become more complex. But strong communication guides us through this complexity – not around it. If you want to remain visible today, you don't just have to be loud. You have to be understandable, authentic and strategic.
Now it's time to prioritise the right channels, structure content in a meaningful way and use AI in a targeted manner where it really takes the strain off processes. At the same time, clear criteria for quality and context are needed to ensure trust and increase relevance.
We are happy to help you take the first step!
