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 Awards. Evaluated by greater than 100 impartial, client-side judges by means of a rigorous two-stage course of, the evaluation goes past simply the winners to mirror the total breadth of high-performing work—providing a clearer image of what’s driving success in B2B advertising and marketing in the present day and the way groups can evolve their methods accordingly. Learn on to seek out out one pattern that didn’t come as a shock: AI.
AI is now not an experimental add-on in B2B advertising and marketing—it’s turning into the working system that underpins how trendy groups operate. This pattern relies on evaluation of shortlisted entries from the 2025 B2B Advertising Awards, reviewed by over 100 impartial client-side judges by means of a rigorous two-stage course of. The findings present that main organizations are embedding AI throughout your entire advertising and marketing lifecycle—from perception technology and content material creation to marketing campaign execution and optimization.
This shift is being pushed by growing stress to ship measurable business outcomes whereas bettering effectivity, forcing groups to rethink how work will get performed at a foundational degree.
“It’s time for AI-X” for KPMG, by We Are Tilt
Gold: Greatest Digital Expertise Initiative and Greatest Use of AI
On this marketing campaign, AI was used to create customized shopper movies targeted on serving to enterprise leaders unlock the worth of AI. In doing so, KPMG’s status 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 customized movies for the Heads of Buyer Expertise or Chief Advertising 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 received on the again of these conferences.
“Speed up Influence” for Westcoast, by Revere
Silver: Greatest Use of AI
Westcoast is a number one UK know-how distributor. With a purpose to keep forward of business expectations, vendor calls for and inside stakeholders, they introduced Revere on board to steer a strategic AI transformation and elevate advertising and marketing 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, diminished copy manufacturing time by 50% and lower copywriting turnaround by 93%. Revere launched AI-proofing fashions to guard search engine optimization efficiency and carried out AI-driven A/B testing which refined activation with measurable affect. Customized fashions now assist all the things 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 means of AI-enhanced processes.
“Bringing Extra to the Desk” for NTT DATA and AWS, by Nyala Advertising
Silver: Greatest Use of Dwell Occasions (Digital, Bodily or Hybrid), Gold: Greatest Use of Artistic, Bronze: Greatest Use of AI
When each B2B model was speaking in regards to the potential of AI to remodel buyer expertise, this marketing campaign lower by means of the noise by really displaying it. Nyala Advertising 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 based mostly on all the things from their physiology to their meals recollections. The target was to create short-term gross sales progress 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 based mostly round a unique AI-powered fantastic eating expertise. This was performed by weaving the facility of AI all through, together with by means of the ‘AI-bot chef’s assistant’ which gathered perception on the visitors, to the menu curation, to AI-powered planning for brand 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.
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