BOSTON - eTradeWire -- Birnbach Communications, Inc., a PR and social media agency focusing on thought leadership, today issued its 24^th annual list of top media and marketing trends for the upcoming year.

Here are the agency's predictions of the top two trends that will drive media coverage and social media discussions in 2025:

1.      AI will be pervasive, spurring innovation and backlash. AI is being deployed in many situations and industries, and generational improvements are made in months, not years. An influx of investors' dollars will lead to M&A deals and IPOs. Meanwhile, the media will cover the downsides of the technology, like deepfakes, data privacy and security risks, copyright issues, and the environmental impact of increased data energy consumption. We also expect a backlash regarding creative content that doesn't look or sound human and continued lawsuits against AI companies for using content to become more accurate.

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2.      Working with influencers and paid opportunities will become more critical for B2B marketers. With fewer reporters and news outlets and growing distrust of the media among Gen Z, B2B marketers must continue to focus on trade media—because relying solely on press releases will not bring sure-fire success—and consider engaging with influencers and content creators. This will be challenging because influencers work differently from reporters, and marketers must develop influencer-first content that meets the needs of influencers and works with X, Instagram, TikTok, and YouTube and budget for pay-for-play collaborations. (TikTok's possible change from China to Western ownership will likely make things easier for U.S. marketers.)

These and other trends will be rolled out on the agency's blog, PRBackTalk (https://birnbachcom.com/what-we-think/category/blogs/).

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About Birnbach Communications

Boston-based Birnbach Communications, an independent PR and social media agency, partners with its clients to strategically navigate the complex and ever-changing communication landscape. The agency enables its client base of growing technology-driven and life science companies to achieve leadership in a crowded business market by helping them launch products and services; establish new product categories; and drive market demand through media and influencer relations, social media, and thought leadership campaigns. Founded in 2001, Birnbach Communications brings flexible senior-level intelligence and a proven, pragmatic approach to solving clients' business challenges.