The world of B2B public relations and marketing has undergone rapid changes over the past few years, driven largely by technological advancements. One of the most notable emerging trends from this shift is the rise of artificial intelligence (AI), which is opening up innovative ways to communicate and connect. However, this progress resulted in flooding our screens with an overwhelming volume of content. In fact, according to Statista, global digital data generation is expected to hit 175 zettabytes (ZB) by 2025 – that’s 175 trillion terabytes. By 2035, this figure is projected to skyrocket to 2,142 ZB1, more than 10 times today’s volume. 

While AI tools like generative content tools, predictive analytics, and chatbots (such as ChatGPT or Microsoft Copilot) have transformed how companies engage with audiences, they’ve also led to content fatigue. This transformation is a double-edged sword for marketers: while new developments in AI tools and techniques create new opportunities, they also intensify competition in an increasingly crowded digital landscape. With so many AI-generated blogs, articles, emails, and social media content flooding platforms, distinguishing valuable industry insights from noise is harder than ever. Surveys show B2B decision-makers spend significant time sifting through content that’s repetitive or irrelevant2.  

In a world where information is everywhere – blogs, webinars, reviews – credibility has become the ultimate currency. Who do you trust? For brands navigating this complex digital landscape, trust is paramount. While gaining media coverage on credible media platforms is crucial, B2B companies are realising that authentic connections go beyond digital. In this sea of content, face-to-face interaction is making a comeback. Amid the noise, trade shows offer B2B companies a unique opportunity to cut through the clutter. These events aren’t just places to showcase products – they’re platforms for building credibility, fostering direct connections, and creating meaningful engagement. As revealed in the 2025 State of Events and Industry Benchmarks3, there is clear demand for real-world, human engagement. Why? Because authenticity resonates in ways that even the smartest algorithms cannot replicate. Unlike the uncertainty often associated with AI-generated content, face-to-face communication at trade shows prioritises clarity and trust-building, two critical components of effective marketing. 

On the other hand, the influence of artificial intelligence isn’t just reshaping communication strategies; budgetary realities are also steering businesses towards a more strategic use of resources. According to survey data from Plural Strategy4, many companies are focusing on fewer, high-impact events and prioritising flagship trade shows like Formnext, while reducing attendance at smaller shows. This approach allows B2B businesses to engage decision-makers in environments full of opportunity, rather than risking lower returns at fragmented events. This shift means the stakes at major trade shows are higher than ever, with more businesses vying for attention and opportunities in one concentrated space. Success on the exhibition floor, where competition is fiercer than ever, hinges on a smart, well-executed communication strategy. The right public relations and communications strategy ensures that a company’s presence doesn’t fade as another name among exhibitors but stands out as a meaningful interaction that attendees remember. This starts with crafting clear, engaging messages that truly connect with your audience. Certainly, AI tools have become indispensable in this process, offering solutions like marketplace AI agents, personalised attendee matchmaking and AI-powered lead capture, which elevate booth engagement. These technologies ensure your messaging reaches the right people, boosting conversion and creating lasting impressions. 

The true power lies in blending AI tools with effective communication strategies to amplify your impact. While AI’s media analytics and personalisation are essential, traditional media tactics and strategic advertising remain invaluable when integrated thoughtfully during shows. Engaging directly with key journalists and media contacts at industry events can help build meaningful relationships that extend beyond the occasion itself. Coupling targeted media outreach and advertising during the event ensures that the narrative reaches the intended audience. Whether hosting press conferences or scheduling one-on-one briefings, engaging with the media provides a platform to convey messages clearly and effectively. By combining these traditional approaches with industry insights gathered around the events through social listening and media monitoring, B2B can create a well-rounded strategy that fosters engagement and drives impactful results even after the show. 

At Incus, we are communication professionals, and specialise in helping B2B 3D printing and additive manufacturing companies maximise their presence at pivotal industry events like Formnext. From crafting impactful show messaging to generating buzz around your business, enhancing media outreach, and tracking your show’s impact with detailed social listening and media monitoring reports, we help you ensure your investment translates into measurable success. 

Contact us today to customise an event communication strategy that sets you apart ahead of Formnext. Together, we’ll make your brand the highlight of the show.