By far, the year’s biggest challenge was balancing generative AI adoption with human connection, commercial realities and a growing sea of sameness.

Generative AI emerged as a transformative tool, enabling B2B marketers to create content, automate processes, and personalise interactions at unprecedented scales. However, it introduced challenges, including concerns about misinformation, ethical use and the erosion of brand authenticity. 

While AI is effective in scaling operations, its limitations in creativity and emotional nuance highlighted the continued importance of human-led storytelling and relationship-building; two things Mahlab is a supreme master of. 

Next year, I think we will need to focus on balancing AI capabilities and client expectations for its use, with human creativity, and seek to maintain or re-build trust and authenticity with audiences. For me, an example would be simply blending AI-assisted efficiencies with human-led content that can create scalable yet emotionally resonant campaigns​.

I think our work as a business communication house will increasingly see us helping our clients establish ethical guidelines and oversight mechanisms for the use of AI. Transparency in AI use will be a critical differentiator​ and it’s something Mahlab has always been at the forefront of. 

We will need to help our clients embrace adaptable strategies, prioritise ethical practices, and demonstrate how to blend AI and human expertise in an optimal way.