B2B companies and communication professionals face a significant challenge in today’s market: effectively engaging high-consideration prospects. These are customers who require extensive information and reassurance before making decisions about products or services, such as enterprise software, professional advisory solutions, or other long-term investments. And while first draft AI image generation is not ready for prime time (as evidenced by the text in our anchor photo), AI language generation capabilities are so profoud, they are becoming irresponsible to not use in certain circumstances.
Successfully building trust with these audiences demands a shift from generic advertising to strategies rooted in educational, personalized, and confidence-building content.
In a recent Forbes article, How To Leverage AI To Build Trust With High-Consideration Prospects, Volume PR’s founder, Elizabeth Edwards, was featured, explaining how AI is transforming the way businesses approach this challenge. Edwards introduces how AI enables the creation of expansive educational materials that build value, understanding, and trust and why this deeper approach to content creation is staged to quickly become the new norm for engaging high-consideration audiences. Read more in the original Forbes article here.
“Creating Cost-Effective, Expansive Content: AI is revolutionizing high-involvement marketing by enabling cost-effective, expansive content creation. Companies can produce powerful, personalized educational materials to help build understanding and engender trust at a fraction of the non-AI-supported cost. Deeper content experiences to enhance prospect confidence will be our new norm.”
Elizabeth Edwards, President & Founder, Volume PR & Engagment Science Lab
The Challenge of High-Consideration Marketing
Unlike impulse buys, high-consideration decisions require prospects to feel fully informed and confident. They need reassurance that your product or service is worth their time, money, and trust. Traditional marketing often struggles to meet these demands because creating in-depth, tailored content for every prospect is expensive and time-intensive. That’s where AI can help internal and owned marketing content creators bridge the gap between meaningful engagement and cost efficiency.
However, many businesses are approaching AI use unethically, using it to manipulate or overwhelm audiences with data instead of fostering genuine understanding. This not only erodes trust but can damage a brand’s reputation long-term. Ethical AI-driven communication prioritizes creating educational content that respects the audience’s needs and empowers decision-making.
Ethical AI in Action: Practical Applications for Communication Executives
Here are three ways communication professionals can leverage AI ethically to create expansive, cost-effective content experiences:
1. Personalized Educational Resources
AI tools can analyze audience data to understand their goals, knowledge gaps, and needs. This insight allows businesses to create tailored materials—such as white papers, interactive webinars, and video explainers—that address individual concerns and build confidence.
Example in Practice:
A B2B SaaS company selling HR software might use AI to segment B2B content to focus on prospects by industry and create personalized explainer videos showing how their software solves specific industry challenges. For instance, healthcare HR teams might receive content addressing compliance, while retail-focused HR teams get materials about seasonal hiring solutions.
Value to the Customer:
Rather than generic messaging, prospects receive relevant, actionable information that empowers their decision-making process and establishes your brand as a knowledgeable partner.
2. Delivering Greater Value Through Comprehensive Content Ecosystems
Leverage GenAI in B2B marketing, public relations and strategic communication enables businesses to create robust content ecosystems that deliver value to high-consideration prospects at every stage of their decision-making process. Rather than relying on a limited handful of expensive marketing materials, AI-powered tools can generate a wide array of complementary resources that work together to address the specific needs and questions of prospective customers.
Example in Practice:
A logistics company offering supply chain solutions might use AI to create a comprehensive toolkit for prospects, including a white paper on industry trends, an interactive tool to calculate savings from improved efficiency, and a video series featuring real-world success stories. These resources can be personalized for different industries or company sizes, ensuring that prospects see how the solution aligns with their unique challenges.
Value to the Customer:
Prospects gain access to a cohesive, data-rich ecosystem that helps them make well-informed decisions. Instead of piecemeal content, they encounter a seamless flow of relevant, actionable information that builds their confidence in the company’s expertise and commitment to solving their problems.
Value to the Business:
By delivering tailored insights and tools, companies function as – and therefore establish themselves as – trusted advisors rather than just vendors. This positions them to win long-term partnerships while fostering loyalty and advocacy among clients.
3. Deeper Content Experiences for Confidence Building
Prospects often hesitate because they lack enough information to make a confident decision. AI can help create immersive B2B content experiences that engage and adapt to multiple senses and learning styles. Think dynamic infographics, voice-guided presentations, or interactive simulations that let prospects explore a product’s benefits firsthand.
Example in Practice:
An engineering firm might use AI to create an interactive simulation where prospects can virtually “test drive” its technology in different scenarios. This not only educates but builds emotional confidence by allowing prospects to experience the product’s value directly.
The New Norm: Building Value Through AI-Powered Content
As I noted in Forbes, deeper content experiences to enhance prospect confidence will be our new norm. For communication executives, this shift represents a significant opportunity. By using AI ethically, we can create content that delivers both value and trust—helping prospects feel educated, understood, and supported.
At Volume PR, we believe in leading this charge responsibly. Our approach integrates behavioral science, communication psychology, and ethical AI to help businesses not only meet their goals but also set new standards for how they engage their audiences.
Measuring Success: Key Metrics for AI-Driven Communication
To ensure your AI efforts are truly effective, track metrics that reflect both customer trust and business success:
- Engagement Rates: Monitor how prospects interact with your content (time spent, downloads, shares).
- Lead Conversion: Measure how personalized content impacts lead generation and sales cycles.
- Sentiment Analysis: Use AI tools to analyze the tone of customer feedback and ensure it reflects trust and satisfaction.
Closing the Gap Between Science and Communication
At Volume PR, we excel at combining scientific engagement methods with the latest AI advancements to create content strategies that resonate deeply with audiences. Whether you’re looking to simplify complex ideas, engage high-consideration prospects, or elevate your brand’s reputation, we offer expertise grounded in value-to-the-customer-first principles.
https://www.volumepr.com/contactContact us to learn how we can help your business leverage the power of ethical AI-driven communication to maximize impact, build trust, and transform your marketing and PR strategies.
Getting Started with Strategic AI for Content Creation Support
The Volume PR team has been hard at work to turn our unique perspective on the place of AI in business and communication into book form and is honored to share The AI-Supported Strategist: The Future of Communication, Strategy & Content Success to help communication professionals and teams on this journey. A comprehensive guide to using AI in strategic communication, public relations, and B2B marketing, the AI-Supported Strategist dives deeper into actionable strategies for aligning AI tools with your business goals, how to write prompts like a behavioral PR professional, and how to maintain ethical and customer-focused approach. Discover how to enhance content creation, optimize PR campaigns, and drive meaningful engagement with AI. If you’re ready to unlock the potential of AI to build trust, improve outcomes, and transform your approach to communication, this book is an essential read. Learn more and check out the book here.
Prompt Engineering Language for Anchor Image, c/o ChatGPT DALLE-E
“Create a visually appealing ecosystem diagram showcasing how AI supports B2B communication and marketing strategies by enabling the creation of diverse, value-driven content types. The ecosystem should include interconnected elements like ‘Whitepapers,’ ‘Case Studies,’ ‘ROI Calculators,’ ‘Video Tutorials,’ ‘Interactive Webinars,’ ‘Industry Reports,’ ‘Email Campaigns,’ and ‘Social Media Content.’ Each content type should connect organically to practical applications, such as ‘Lead Nurturing,’ ‘Building Trust,’ ‘Driving Engagement,’ ‘Educating Prospects,’ and ‘Supporting Decision-Making.’ Use a natural, flowing design with warm, trustworthy colors like greens, blues, and neutrals. Icons or subtle illustrations can represent each content type (e.g., a document for whitepapers, a graph for ROI calculators, a play button for videos). Ensure the central hub highlights ‘Customer Value Addition’ or ‘Building Trust Through Content’ to tie the elements together. The overall design should feel grounded, reliable, and actionable, appealing to B2B communicators and marketers looking to understand how AI enhances customer-centric strategies. Place B2B Engagement in the center.”
