No matter how well your current system works, someone is always looking to find a better way. This isn't a bad thing: Stronger approaches mean more efficiencies and solving sticking points that can cause grief for everyone involved. But there are a lot of potential solutions being explored out there, ranging from introducing artificial intelligence and blockchain tech to better handle data to trends focusing on improved storytelling and content creation.

So how do you know what trends to pay attention to and which to ignore? To help point you in the right direction, seven members of Forbes Communications Council describe the major trends they see coming in their industry in the next two years and what these changes may mean. Here’s what they had to say:

1. AI And Process Augmentation

Artificial intelligence and process augmentation will change how companies work in the next two years. More than 60% of business-to-business companies are likely to redesign their processes to accommodate and ensure human augmentation for scalability and precision. In the next two years, the resistance to AI might come down once we begin to see the synergy and begin regulating it to ensure it doesn't pose any major threat. - Yaagneshwaran Ganesh, Fiind Inc.

2. Improved Storytelling

I predict that storytelling will be one of the major differentiators between brands that get noticed and those that don't. The market will continue to get noisier and brands that create human connections through the art of story will rise. This means that now more than ever, becoming a prolific writer and communicator is a key characteristic of effective marketers. - Holly Tate, Vanderbloemen Search Group

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

3. Better Content And More Content Creators

In the next two years, as brands and social platforms alike push for more user-generated content, there will be more digital content creators than ever before. And, thanks in part to advancements in technology, the content we see is only going to get better. It’s no longer enough for communications professionals to improve upon their own skill set; they must also find creative new ways to leverage the skills of the creators around them. - Cameron Conaway, Solace

4. Widespread Use Of AI-Powered Devices

We are in the early stages of AI-powered devices. Soon it will be a prerequisite for all consumer electronics. Since data collection and mining are key to harnessing the full benefits of this technology, companies and marketers must be overly diligent in helping consumers understand the benefits as well as the risks, and be transparent about the data they collect and how it is used. - Teri Daley, Huawei

5. Rise Of Video Communications

Everything seems to be moving to video. It is imperative to decide whether or not you want to invest in the equipment and time to do this internally or find an agile partner to help ensure you are not behind the curve with using video to communicate your company's message. - Caroline Lyle, TMW Systems

Read more in How To Create High-Performance Video Marketing

6. Growing Trust In Companies Over Data Use

I think we are already seeing this play out but trust, both in how an organization conducts business and how they leverage customer information for marketing and promotion, is going to be huge. Companies will have to double down on outreach campaigns that are carefully targeted without coming across as creepy. - Colby Reade, M.J. Murdock Charitable Trust

7. Digital Innovation Leading To Increased Authenticity

It is no surprise that digital innovation continues to be a top trend when discussing the future of our industry. We need to continue to be digital storytellers and interact with customers in meaningful and authentic ways. The sky is the limit on what is next. Gone are the days of the overpriced celebrity spokesperson. Customers are looking for a real, trusted brand ambassador and social media makes that even easier to happen. - Beth Shivak, Union Bank & Trust