Yearly, once we host the awards, we’re given a snapshot of the place the business is heading. And this evaluation attracts from a deep dive into all shortlisted entries from the 2025 B2B Advertising and marketing Awards. Evaluated by greater than 100 unbiased, client-side judges by way of a rigorous two-stage course of, the evaluation goes past simply the winners to replicate the complete breadth of high-performing work—providing a clearer image of what’s driving success in B2B advertising immediately and the way groups can evolve their methods accordingly. Learn on to seek out out one development that didn’t come as a shock: AI.
AI is not an experimental add-on in B2B advertising—it’s turning into the working system that underpins how fashionable groups operate. This development relies on evaluation of shortlisted entries from the 2025 B2B Advertising and marketing Awards, reviewed by over 100 unbiased client-side judges by way of a rigorous two-stage course of. The findings present that main organizations are embedding AI throughout your complete advertising lifecycle—from perception era and content material creation to marketing campaign execution and optimization.
This shift is being pushed by growing strain to ship measurable business outcomes whereas bettering effectivity, forcing groups to rethink how work will get accomplished at a foundational degree.
“It’s time for AI-X” for KPMG, by We Are Tilt
Gold: Finest Digital Expertise Initiative and Finest Use of AI
On this marketing campaign, AI was used to create personalised shopper movies centered on serving to enterprise leaders unlock the worth of AI. In doing so, KPMG’s popularity for innovation, creativity and buyer expertise was strengthened, producing a return on funding of three,200%. Working with We Are Tilt, KPMG developed a inventive AI stack able to managing each step within the video manufacturing course of from script writing to post-production. This stack was used create personalised movies for the Heads of Buyer Expertise or Chief Advertising and marketing Officers at 32 precedence goal shoppers, leveraging their annual rating of UK manufacturers to form the content material. The marketing campaign was an enormous success, with the 32 movies watched by the recipients greater than 600 instances. Conferences have been booked with 23 targets, and greater than £3.3 million in new work was gained on the again of these conferences.
“Speed up Influence” for Westcoast, by Revere
Silver: Finest Use of AI
Westcoast is a number one UK know-how distributor. So as to keep forward of business expectations, vendor calls for and inner stakeholders, they introduced Revere on board to steer a strategic AI transformation and elevate advertising efficiency.
The creativity technique was constructed on three pillars: automation for effectivity; optimization for effectiveness; and enhancement for innovation. Revere developed tailor-made AI options that reworked operations, improved efficiency and unlocked a world of inventive potential. The company delivered bespoke prompt-engineering workshops, saving 30 hours per week by streamlining handbook duties and constructing AI literacy. AI-powered content material creation instruments improved temporary high quality, lowered copy manufacturing time by 50% and lower copywriting turnaround by 93%. Revere launched AI-proofing fashions to guard search engine optimisation efficiency and applied AI-driven A/B testing which refined activation with measurable impression. Customized fashions now assist every little thing from deciphering briefs; fact-checking content material and guiding vendor methods utilizing predictive analytics. Creatively, inventory picture utilization was lower by 50% and bespoke picture output was elevated by 22% by way of AI-enhanced processes.
“Bringing Extra to the Desk” for NTT DATA and AWS, by Nyala Advertising and marketing
Silver: Finest Use of Stay Occasions (Digital, Bodily or Hybrid), Gold: Finest Use of Inventive, Bronze: Finest Use of AI
When each B2B model was speaking in regards to the potential of AI to rework buyer expertise, this marketing campaign lower by way of the noise by really exhibiting it. Nyala Advertising and marketing took the concept of internet hosting a dinner the place AI, in partnership with a number one sensory chef, designed customized dinners and drinks for every diner primarily based on every little thing from their physiology to their meals reminiscences. The target was to create short-term gross sales development and enhance model well being.
NTT DATA (in partnership with AWS) wanted to get main firm C-suite execs to discover the potential of AI for buyer expertise. Nyala wanted to place the manufacturers as main pragmatic innovators within the house, construct relationships and uncover enterprise alternatives. They met the temporary by making a model expertise marketing campaign primarily based round a unique AI-powered tremendous eating expertise. This was accomplished by weaving the facility of AI all through, together with by way of the ‘AI-bot chef’s assistant’ which gathered perception on the company, to the menu curation, to AI-powered planning for brand spanking new kitchen processes, to the projection-mapped desk that was a shifting murals. It was a real success with 100% attendance and $7 million in speedy offers, with extra nonetheless coming in, and reworked C-suite perceptions.
Trying to enter our awards? Entries for the B2B Advertising and marketing Awards 2026 are actually open; bringing collectively the campaigns, groups, and people setting the tempo for our business. Save £110 per entry by getting into earlier than 8 Could. https://occasions.b2bmarketing.web/b2bawards/House
