The better AI becomes at researching, comparing, and summarizing information, the harder it becomes for companies to differentiate themselves through information alone.
What remains is the factor that no AI can replace: trust.
Especially in B2B and at the C-level, decisions are rarely based on facts alone. They are made where credibility, personal experience, and strong relationships come together. That is why industry events, executive roundtables, and C-level events are becoming more important in an AI-driven world — not despite digitalization, but because of it.
The real challenge for companies, then, is not: How can we become more visible? It is: Why should people trust us?
Digital visibility creates attention. In-person interactions build trust.
Birgit Jakobs says: “The more AI standardizes information, the more valuable the things that cannot be automated become: trust, judgment, and personal relationships.”
Birgit Jakobs, founder and managing director of dot.communications, discusses this in more detail in an interview with turi.one: “Beeing present at industry events and C-suite events is extremely important.”