Insights

The EU AI Act tells you the minimum you have to disclose, not what your stakeholders will make of you for disclosing it. Somewhere in your organisation, right now, someone is using AI to write something you'll publish. Maybe the first draft of a press release, or a plain-language summary of a 200-page sustainability report. Perhaps an image in a campaign that no photographer ever shot. The work is already happening. The only open question is whether you say so.

Most B2B brands are talking on social media. Very few are listening, responding, or making space for people to belong. There's a difference, and it's costing them.

The generation most targeted for AI adoption is pushing back, and the reasons why should prompt every communicator to ask harder questions about how they're using the technology.

Most marketing teams have been using generative AI for a while now. Drafting copy, brainstorming ideas, summarising research, it's become part of the workflow. But there's a shift happening that goes beyond chatting with a language model and hoping for a useful reply. We're moving from AI that helps us do our work to AI that actually does work for us.

What 10 years of disruption, distrust and digital acceleration has taught us and what comes next.

Much of the conversation around digital marketing still focuses on what is new: new tools, new platforms and new capabilities, particularly around AI. But the more useful question now is simpler: what is here to stay?

Across Europe, sustainability is now central to corporate strategy, but communicating it remains a major challenge. With tighter regulations and rising scrutiny, stakeholders expect accessible, verifiable and comprehensive information on corporate websites.

In this month’s Thoughts on Tap, Rachael Stackhouse explores how corporate communicators can close the gap between activity and impact - and why smarter analytics are key to proving real value.