Right now, communications companies are still experimenting with AI and that will likely continue long into 2024. Across the Brands2Life Global Network, the technology remains the dominant trend and will no doubt continue to be a massive attention driver. We have gathered below some of the main trends to look out for, spanning our partners in Latin America, Germany, France, Spain and Portugal and beyond.
Navigating communications on AI in 2024
Most companies wanted to have a voice on AI in 2023, even if they didn’t have proprietary models or transformational products on the market. Just being part of the conversation was enough, which tells you how much buzz there was. Yet some of our partner agencies don’t think the capabilities are there yet. Sherlock Communications in Latin America believes current AI models “fall short of replacing a human presence due to their propensity for errors and lack of strategic thinking. In Brazil, consumers have reacted negatively when brands use AI art.”
Adel & Link in Germany agrees, “The initial novelty of generative AI may have worn off as companies embrace chatbots and other tools. But while professionals get to grips with how to use those applications, we need to keep in mind one crucial aspect: the responsible use and assessment of AI. In November 2023, the German Federal Ministry for Digital and Transport announced plans to introduce a seal of approval for “AI made in Germany”, developed by organisations and companies in an effort to set transparent standards.”
Maisberger, also in Germany, thinks regulation is important, “In times of massive shortages of skilled workers, policymakers must continue to react quickly and thoughtfully. Appropriate investment must be made, and subsidies offered, so that our economy can respond to the challenges ahead. The next big goal is to create approachable and tangible AI use cases, which is where PR comes into play — supporting companies faced with a major communication task involving transparency, information sharing and acceptance.”
Westmark from Sweden thinks comms professionals must be involved in wider AI issues, “This technology challenges us and society as a whole. AI without ethical principles is scary, and social media algorithms are intensifying ongoing polarisation – creating the “digital confirmation cocktails” we love, but don’t really need. The globalised world as we know it is being replaced by separated and value driven regions. Public trust is decreasing, and it is getting even harder to distinguish lies from the truth. In these times, communication professionals have an extremely important role to play. We must reinvent our own toolboxes to stand up for democracy and increase dialogue between people. Standing in one corner screaming at the other will not make our world a better place.”
A big year for elections, continued economic uncertainty and the Olympic Games
The impact of the European elections in 2024 will also be closely monitored by many on the continent including EMC in Czechia, “The results are awaited with great expectation, with a view to confirming or mitigating the trend towards a ‘greening’ of the economy. The Czech economy is the most industrial in Europe, with the highest electricity prices at present. The cost of emission permits will force the closure of the country’s 40% of energy resources originating from coal power plants by 2026.”
Over in the United States, Brands2Life US is also contemplating the upcoming presidential election, “It will prove to be a major focus for all media this coming year. Similar to last time, the election will be highly contested with key issues being the economy, healthcare, climate change, foreign policy, diverse representation in education and the corporate world. As a result, we can expect the political climate to likely remain polarised, with social and economic issues driving deep divisions. Other topics exorcising US clients and comms teams will be the narrative around the economy, Big Tech and AI regulation, green energy initiatives, supply chain resilience and even domestic semiconductor manufacturing.”
When there is so much real news out there, Dutch agency En Serio believes 2024 will be a challenge for PR stories to get cut through, “With high impact global developments like Ukraine and Israel, and broadly relevant local stories including the outcome of the Dutch elections, media in The Netherlands are simply dedicating less editorial space to other and more specific, niche subjects. More than ever, stories, insights and pitches need to be laser focused and on-topic, preferably showcased in the context of large, key trends like AI and sustainability. No fluff, sharp and edgy. In 2024, less is more.”
The stresses on journalism are not lost on anyone. Canela PR, operating in Spain and Portugal, thinks “PR professionals will increasingly need to be accustomed to dealing with the media through their sales representatives, rather than journalists. We will also have to find a way to welcome to our teams a profile traditionally associated with advertising: creatives.”
Communications and marketing strategies now need to be more online than ever. “In 2023, the German words of the year included ‘goofy’, followed by ‘side eye’ and ‘NPC’ – all of which originated from social media,” says Maisberger. “Digital is becoming an indispensable part of every PR strategy. Organisations need to go where their target groups are. In times of increasing social interaction, and the important role of influencer marketing, we must embrace new communication platforms such as WhatsApp channels, Instagram broadcasts and others to reach target audiences. Measuring success in PR will no longer be just about clicks and reach. This year, storytelling and creating real experiences will be crucial.”
Finally, 2024 sees the Olympics return to France. Paris-based Fabriq has a message for brands thinking about PR around the Olympics Games, “After years of preparation, Paris 2024 is set to take centre stage, having already shaped the national conversation throughout 2023. Critics have raised concerns about transportation, security, and the need for social inclusion in a time of discontent and social crisis, as pension reforms and rising inflation have dampened enthusiasm for the event. To tackle these challenges, brands should prioritise more than just profits, and consider sustainability, both environmental and financial, as well as ethical concerns. The goal is not only to enhance company efficiency and profitability but also to bring about enduring positive changes in French society and effectively communicate these benefits to audiences.”
Gen-G also sees the Olympics as a defining moment for French comms, “The Olympics will have a major impact on the media, with its share of controversies about the impact on the daily lives of people living in the Paris region, inevitable controversies on sponsorship, and the political exploitation of the event in connection with the European elections on 9 June 2024. It will be difficult for companies to stay completely away from this global event, otherwise they will be perceived as out of touch with employees and customers. For companies that are not sponsors, the challenge will be to find innovative ways of showing that they have a stake in the Games.”
The importance of doing the right thing
“Transformation is the word for 2024,” continues Canela, “Business models will have to change and companies will have to reinvent themselves and focus on generating a positive impact, environmental and/or social, if they are to keep pace with society’s concerns and needs.”
This sentiment is shared by Italy’s Imageware, “Environmental sustainability, DEI, people empowerment, and the circular economy, will remain hot corporate topics for communications. Stories that have a personal impact on the public, for example, detailing how global issues impact individuals will be important to tell. In addition, global and societal issues such as climate change, cyber-attacks and the cost of living are changing people expectations of brands, pushing organisations and enterprises to prioritise transparency and responsibility, and generating new rules for corporate reputation.”
If you’d like to discuss communications practices on a global scale for your company this year, do get in touch.
