What was your 2025 milestone marketing moment? From AI rewriting the rules of search to content creators emphasizing humanity and authenticity, it's been a busy and interesting year filled with professional (and personal) highlights.

With skills spanning content, websites, and everything in between, our team figured it was a good opportunity to see not just what’s changed for them, but what B2B businesses should be focusing on next.

Branding | Jeanette, Marketing and Brand Strategist

AI trends reveal a need for human brand stewardship.

In 2025, collaborative design environments continued to evolve. Creative platforms innovated to empower teams to do more, and AI features became native in the platforms to speed up workflows and eliminate reliance on traditional creative tools.

However, scalability only works when there is a strong brand foundation. Clear positioning, defined guardrails, and modular identity systems empower marketing teams to create on-brand work with confidence.

AI and design automation continue to be present, but there need to be human stewards and strategic alignment to ensure brands still feel connected to their audience. Relying too heavily on automation and speed could erode our long-term capacity to critically reason and make thoughtful strategic decisions.

Just look at McDonald's and Coca-Cola's recent holiday campaigns, which were adrift in strategically connecting the brand to the audience, resulting in negative backlash. While these are big B2C brands, lessons can be learned on ensuring we are not using AI for the sake of being trendy.

AI and design automation continue to be present, but there need to be human stewards and strategic alignment to ensure brands still feel connected to their audience.

PPC | Giles, PPC Strategist

Success in 2026 is about teaching platforms to find what matters.

In 2025, AI became more enmeshed in PPC platforms. Along with Performance Max improving and the addition of AI Max in Google Ads, we're seeing platforms now using AI to simplify the campaign building process by becoming an assistant to all PPC practitioners.

Not only can the AI assistant suggest keywords to target based on your website, they can suggest ad copy and creative. While this speeds up the campaign build process, one still can't take these suggestions as complete. Like any other AI-generated content, you need to review, review, and review some more.

AI learns best from high-quality data and inputs. Whether you're finding search themes for your Performance Max campaign or sharing your CRM data with your PPC platforms, teaching the platforms to find what matters to you is one of the most important things to focus on for 2026.

Websites | Chris, Front-End Lead

AI can be leveraged as a tool, but not a one-and-done solution.

Throughout 2025, AI became more integrated in our development workflows. It’s never about vibe-coding a final solution, but more about leveraging it as one of our tools to quickly sift through documentation and occasionally help break developer’s block.

On the same note, leveraging AI for data manipulation was a large shift for us and the more business tools and ecommerce sites we build, the more we use it to help transform data from archaic systems into clean data that we can manage and update with ease.

On the design front, we’ve been using AI to generate placeholder images in designs which saves us a ton of time during our rapid prototyping phases of websites and apps.

We’ve also seen new native CSS/HTML features launching in Chrome and beyond, which has caused a critical shift in how we approach development challenges on desktop and mobile. This has not only streamlined our development workflows but aids in our goal to make our websites as accessible as possible.

In 2026, B2B buyers are going to be better than ever at researching independently. This means that B2B websites need to continue to optimize performance and content clarity as audiences will be comparing one B2B product against another, and the web experience or how a site “feels” goes a long way in aiding this decision. Too slow? Too unclear? Users will (quietly) move on.

In 2026, B2B buyers are going to be better than ever at researching independently.

Social Media | Wamfa, Social Media Specialist

In 2026, continue moving towards content that’s human, authentic, and driven by community.

The biggest change I saw on social media this year was humanization. More brands are adding human touches to their content on every platform, encouraging employee-generated content, or EGC, or featuring them in thought leadership blogs and videos. In short, social media is shifting from being aesthetic-coded to community-oriented, and it's just getting started.

In 2026, B2B businesses should focus on simplifying their content. Especially as Gen Z grows into more decision-making roles, they’re looking for brands they can connect with.

Additionally, don't just keep your company event pictures in Slack. Share them out, use them as proof of community, and connection within your company, and see how they offer an opportunity to put a face to the brand.

Content | Tanya, Senior Copywriter

You might be able to use AI to create content, but that doesn’t mean you have to.

The least surprising trend this year was AI being used to create more content, but it was interesting to see how many reputable sources came out to comment on the quality of content being produced. I think it's still an ongoing learning process for many marketers, but there's a clear warning being sounded about using AI to create content in a careless or unplanned way.

B2B readers can tell, and like all the posts on social media lamenting the flood of "AI slop," they're already tired of reading it.

That said, it doesn't really matter if a reader can tell who created a piece of content. They can tell if something is boring or interesting, useless or useful, relevant or irrelevant. A human writer who knows your B2B business is more likely to hit the notes your audience wants to hear.

A human writer who knows your B2B business is more likely to hit the notes your audience wants to hear.

SEO | Brandon, Manager, SEO & Analytics

The rise of AI presents new challenges but, in 2026, brand awareness is critical.

The impact of AI was felt in 2025 for SEO and analytics.

For analytics, we saw a swift increase in bots crawling websites. This will likely become more common with the rise of AI agents, and filtering out those bots has been a new, tough challenge we're working hard to overcome.

For SEO, we saw clicks decline as AI overviews became more prominent. Thanks to these overviews, users' queries are getting answered without them having to click through.

It’s also worth mentioning that SEO is everywhere, not just on Google. It includes anywhere a user searches, including your website, TikTok, Reddit, YouTube, or LLMs.

Moving into 2026, brand awareness is critical to be successful in SEO. This includes LLMs like ChatGPT, Gemini, Perplexity, Copilot, and so on, where it’s important to ensure your brand is mentioned as an authority.

Want to cut through the noise in 2026?

Whether you’re looking for a new website, a social media strategy, or just want to figure out why your content isn’t getting enough clicks, we’ve got you covered. Reach out to our team today.