From the Web Summit 2024 Stage: 6 Communication Trends Every CEO Must Know

Staying ahead means embracing smarter strategies, sharper storytelling, and unforgettable brand experiences. The rules of the game have changed - creators are the new leaders of authentic communication, and digital PR isn’t just about becoming visible in Google search anymore. Ready to elevate your approach and meet the future head-on? Here are my top insights to help us all elevate our communication game.

AI-powered “super-creators” can replace entire departments.

1. The Rise of Super-Creators

Artificial intelligence has given rise to a new type of people I refer to as “super-creators.” Imagine a single person - a marketer, PR guru, content creator, or any other communication wizard, who can now juggle workloads that previously needed a whole department. This amazing capability is a big change in the usual routine of a communication specialist.?

2. Personalized AI-generated content at scale

With AI, we can easily make personalized content adapted to diverse audience groups, delivering it efficiently and at scale. Our communication landscape changes and it is people, embracing AI tools, who are really making themselves stand out from the crowd with how they share their messages.?

As an example, in 2023 a creator, who goes by Demon Flying Fox had introduced a new approach to fashion - AI-generated videos “By Balenciaga”. If you were ever curious to see how your favourite characters from Harry Potter or Star Wars would look like in Balenciaga-themed collaborations, you can now. Turned out, lots of fans enjoyed it, generating the brand 13 million views on YouTube only. Under the creative direction of Demna, the brand is expressing its collections through AI in well-known film and series settings. Balenciaga has now published various themed collaborations, such as “Harry Potter by Balenciaga”, “Star Wars by Balenciaga”, and ”Marvel by Balenciaga”, among others.

Harry Potter by Balenciaga

Creator-led content is winning over traditional ads

3. Authenticity is key

Social media is filled with diverse content, but the one that performs the best is with your unique content. We may now rephrase a famous “Content is King” to “Authentic Content is King.” People connect with genuine individuals, not flawlessness. This is what people seek these days - unique, authentic content to relate to. So share your personal story, your purpose, and your own perspective. Authenticity builds trust and fosters genuine connections in an era where artificiality is way too common. By revealing your authentic self, you not only set yourself apart from the crowd but also motivate others to embrace their individuality.

4. Niche placements work better

But authenticity alone isn’t enough - it’s also about where and how you share your voice. Instead of chasing broad, mass media exposure, focus on niche communities and platforms where your audience is most active. Niche, more targeted placements let you engage directly with people who really connect with what you have to say, so your voice doesn't get lost in all the generic content out there. Addressing the needs and interests of a specific group is far more impactful than attempting to reach everyone at once!

5. Creators perform 5x better than traditional ads

Interestingly, the most effective communicators today aren’t always celebrities, influencers or polished personalities. As? Stevie Johnson shares in his Everything is Influenced presentation, ordinary creators perform 5x better than traditional ads. He defines creators as “creative directors” in their own right, who share their real personas online, instead of only sharing brand messages. These creators bring authenticity to storytelling, making their messages relatable and compelling. Don’t be skeptical about collaborating with them - they can connect your story with audiences in a genuine and organic way.

6. Social media search and AI search

Last but not least, don’t underestimate the way new audiences are finding information. Gen Z, for example, is moving away from traditional Google searches and turning to social media or AI tools like ChatGPT to find what they need. This change only highlights the importance of being genuine and authentic with your audience. Whether it's sharing a relatable story on Instagram or giving an honest review on TikTok, meeting your audience where they are and talking to them in a genuine, candid way is key to building strong connections with them.

Building a solid online presence across different platforms is key to making your brand stand out. Remember, now, digital PR pros have to focus not only on boosting your Google search name but also on incorporating your brand into AI-driven conversations to keep your brand relevant and accessible even through AI tools. The goal is to be heard in the places that matter most.

The Web Summit 2024 was an incredible opportunity, and I'm truly grateful for the inspiring ideas and perspectives I discovered and the amazing professionals I shared this time with.?

For those who don’t know me, I’m Kateryna Doroshevska, the founder of Become, a personal branding agency dedicated to helping leaders build trust, craft authentic and impactful stories. We know how to use these and many other communication trends when building a personal brand strategy for the leaders. If you’re ready to take your communication to the next level, let’s connect—I’d love to hear your thoughts and help you stand out in this dynamic landscape.

Let’s connect!