The Death of the Whitepaper: Winning the B2B Attention War in the Age of AI

B2B branded content is drowning in AI slop and sea-of-sameness thinking. In this session, Hannah Springett (HLabs) and Emma Cowdray (Wired) share how the world's most trusted publishers are winning back attention — through authentic voices, data led research, and communities that people actually want to belong to.

Using three real campaigns (Kyndryl, JP Morgan and HSBC), they'll show how interactivity, custom illustration and editorial craft are beating the algorithm, and more importantly, what your sales team can actually sell tomorrow.