2023 has been a disruptive year for the communication and creative industry with the introduction and mass adoption of generative AI. Looking ahead and staying on top of trends and disruptions is crucial for businesses and creatives alike.

This edition of Muse presents three important trends shaping the future of content creation and communication.

Invest in short-form video content

Statistics show that up to 96% of consumers prefer to watch short videos for insights into a product or service, making TikTok, Instagram Reels or YouTube Shorts ideal platforms for storytelling and audience engagement.

Simultaneously, collaboration with micro- and nano-influencers is rising due to their affordability and high ROI. Whether a business aims to showcase product features or offer quick tips, marrying influencer relations and digital platforms that facilitate quick takes enables it to create captivating content that conveys messages efficiently.

Prioritise communication of social and environmental issues

YouGov, an international Internet-based market research and data analytics company, reveals that stakeholders in APAC gravitate towards socially and environmentally conscious brands. Notably, in Thailand, over two in five Thais consider if a brand advocates for values that align with their outlook before buying and appreciate companies involved in social issues.

Sustainability communication continues to be a business imperative, and companies that align their values with meaningful causes continue to maintain trust and loyalty among their customer bases.

Realistic targets, transparency, and authenticity are essential to communicate your commitment to social and environmental issues effectively. In fact, a far-reaching climate plan is unnecessary to build trust with audiences and showcase your commitment and impact. Refer to our previous blog for more tips on open sustainability communications.

Understanding the ethical challenges of AI

According to a study by Sandpiper, a reputation and policy management consultancy group, and PRovoke Media, an industry-leading source of intelligence, up to 86% of communicators globally are optimistic about progress in generative AI.

While ChatGPT and similar programmes continue to permeate every industry, understanding their ethical implications is crucial, as up to 85% of the study was concerned about potential legal and ethical issues that may arise due to these technologies.

As a double-edged sword, deploying these technologies without fact-checking and editing can do more harm than good, resulting in undermined trust, misleading content, and damaged brand reputation.