What marketing and PR teams can learn from the biggest trends in AI and Big Data

February 12, 2026

By Piers Grassmann, Technology

Conversations in technology are moving quickly. That’s not new. What is new is how fast expectations are shifting alongside them.

Nowhere was this more obvious than at the AI & Big Data Expo in London, which I attended earlier this month. Across discussions on software, data, automation and AI, one theme came through repeatedly: technical progress is changing how buyers judge brands.

For marketing and PR teams working across technology, cloud and software, that shift matters. While attending and getting the most out of events is crucial (as my colleague Kirsty explores in her recent piece on why ‘showing up’ isn’t enough), the bigger opportunity lies in translating technical shifts into sharper communications strategies.

The story isn’t just about innovation. It’s about how clearly, credibly and confidently you communicate it.

Here are three lessons that stood out.

1. Trust is becoming the real differentiator

Across panels and conversations at the Expo, there was less emphasis on bold performance claims and more focus on responsible scale. As automation increases and software ecosystems grow more complex, buyers are asking a simple question: Can we trust this?

That trust isn’t built through metrics alone.

It comes from:

Clear explanations of how platforms work
Transparency around data governance
Evidence of resilience across software supply chains

Ilkka Turunen, Field CTO at Sonatype, reinforced this during his session on the software supply chain. Drawing on insights from Sonatype’s latest State of the Software Supply Chain Report, he highlighted how interconnected modern software ecosystems have become, and how heavily organizations rely on open-source components they didn’t build themselves.

When the open-source ecosystem could be considered the world’s third-largest economy, questions of governance, visibility and accountability are no longer technical side notes. They are commercial considerations.

For communications teams, the implication is clear. Move beyond capability claims. Show how technology performs in real environments. Reference credible third-party research. Demonstrate transparency in practice, not just principle.

Trust is no longer implied. It must be proven and earned.

2. Speed has raised the bar for communications

Automation has accelerated software development cycles. Products are built, deployed and updated faster than ever.

Communication expectations have followed suit.

Audiences now expect:

Faster explanations
Faster responses
Faster alignment when something changes

This requires internal readiness. The most effective marketing and PR teams align technical and commercial stakeholders early, agree on terminology in advance, and develop adaptable narratives that can evolve quickly.

At the expo, speed was rarely framed as a competitive edge. It was treated as standard. That same expectation now applies to communications.

If your messaging lags behind product updates or market shifts, credibility suffers.

3. Clarity is a competitive advantage

Perhaps the most consistent undercurrent at the event was fatigue. AI, automation and Big Data dominate headlines. Buyers are overwhelmed by terminology.

In crowded markets, clarity wins.

Clarity does not mean oversimplification. It means:

Explaining outcomes before features
Connecting innovation to real business priorities
Reducing unnecessary jargon
Testing messaging with non-technical audiences

The brands that cut through are the most understandable, rather than the most technically complex.

If trust is the differentiator and speed is the expectation, clarity is the multiplier. It determines whether your message lands at all.

Turning insight into action

The AI & Big Data Expo made one thing clear: technical progress is reshaping how credibility is earned.

Marketing and PR strategies need to evolve alongside it.

The brands that stand out will be those that:

Prove trust rather than simply claim it
Communicate at the pace the market expects
Make complex ideas easier to understand

If you’re reviewing how your technology messaging aligns with these shifts, I’d be happy to continue the conversation.

Get in touch with me and the Aspectus team to discuss how we can support your technology, data and software communications strategy.

Key takeaways

Why is trust central to technology branding?

Because automation and interconnected software ecosystems mean buyers scrutinise governance, transparency and real-world proof more than ever.

How has AI changed communication expectations?

Speed is now standard. Messaging must be aligned, timely and adaptable.

What gives brands an edge in AI-led markets?

Clarity. The ability to explain complex technology in ways that connect to business outcomes.

About the author

Piers Grassmann, based in London, has been working with leading technology, data and software clients since 2019, supporting brands across AI, cloud and cybersecurity.