The new year is here. Ready or not, here we are. Companies and marketing experts are currently focusing on the trends that will shape strategies in 2025. The dynamic market, rapid technological changes and increasingly demanding consumers bring numerous challenges, but also opportunities for innovation.
From artificial intelligence and personalized campaigns, to sustainability and authenticity, marketing in the coming year promises to become even more complex, but also more creative. Which trends will dominate and how will they adapt to local and global markets? These are the key directions that will define marketing in the year ahead.
The Drum site brought 6 key trends in marketing that await us in the coming year.
Human-driven AI agents unlock new creative potential
Artificial intelligence (AI) is poised to revolutionize marketing, and a key driver of this transformation is the rise of AI agents. As Umesh Vemuri from Google Cloud pointed out, the year 2025 will bring an “explosion of agents” that will be able to plan, adapt and change, moving beyond simple commands to dynamic, conversational interactions. This shift to “agent AI” enables marketers to use intelligent tools to automate tasks, generate insights, and personalize experiences at scale.
AI, artificial intelligence (Freepik)
However, human supervision remains crucial. WPP’s Chief Technology Officer, Stephan Pretorius, rightly emphasizes the continuing importance of human skills such as empathy and critical thinking in guiding these powerful tools, ensuring ethical considerations and strategic alignment. This collaborative approach, which combines human creativity and the computational power of AI, is where innovation is born.
Inclusive design: The business imperative driven by artificial intelligence
Inclusive design is no longer just a “nice addition”; he is a business necessity. Microsoft’s Christina Mallon strongly reminds us that “one in four people currently has a permanent disability”, which points to the huge market potential in creating accessible experiences. AI plays a key role in this, enabling brands to personalize experiences for diverse audiences and reduce the “mismatch” between brand offerings and user capabilities.
This concept resonates deeply with WPP’s client-centric philosophy, as inclusive design not only extends reach, but also fosters deeper and more meaningful connections with consumers. VML’s Josh Loebner points out how AI is already transforming accessibility for employees, increasing productivity and enabling greater creative expression. This internal empowerment translates directly into better customer service and more impactful campaigns.
AI-Driven Performance: Delivering Measurable ROI
The age of experimentation with AI is giving way to the era of tangible results. Amazon Ads’ Amy Armstrong confirms this shift, stating that 2025 will be focused on “adoption and real results that brands see.”
AI is now delivering on the promise of optimized campaigns, personalized experiences and scaled creative ideas, which translates directly into measurable ROI. This focus on demonstrable impact is critical to building customer trust and proving the value of AI investments. Anna Hickey from WPP OpenDoor emphasizes that clients are increasingly demanding concrete returns from their AI investments, and 2025 will be the year in which this is achieved.
Artificial Intelligence, AI (Freepik)
Data and AI: The Foundation for Effective Marketing
Data is the fuel that runs the engine of AI. Nvidia’s Jamie Allan points to the increasing adoption of AI in enterprises, with major software platforms increasingly integrating with AI capabilities. This broader adoption, combined with the growing sophistication of AI tools, is enabling brands to use data more effectively than ever.
Hogarth’s Priti Mhatre emphasizes the importance of connecting data and refining AI models through targeted pilots. This data-driven approach fits perfectly with the belief in applied innovation. This strategic experimentation, combined with the teams’ creative ingenuity, unlocks new levels of efficiency and effectiveness for clients.
Immersive experiences: Roblox and the power of shared experience
Roblox is no longer an experiment; it is a key marketing channel. As Roblox’s Allison McDuffee points out, the platform has seen an explosion of brand activations, confirming its growing importance to brand building. This is not surprising, given Roblox’s impressive reach and highly engaged user base.
What makes Roblox particularly appealing is its focus on shared experiences and human cohabitation. Brands can connect with consumers in dynamic, interactive environments, strengthening relationships and creating their own communities. EssenceMediacom’s John Scurfield emphasizes the importance of collaboration between brands, agencies and platforms like Roblox to fully exploit this potential.
Brendovi, AI (Freepik)
Short video content: A new way of building brand recognition
TikTok has become a cultural phenomenon, shaping trends, sparking conversations and encouraging discoveries. TikTok’s Sanna Britsman explains how the platform’s unique content graph allows brands to authentically connect with audiences and engage in key cultural moments, writes The Drum.
Ogilvy UK’s Rory Sutherland, a TikTok star himself, highlights the diversity and authenticity of content on TikTok, highlighting its potential to reach diverse audiences and build brand recognition. This fits perfectly with the need for brands to be present where culture is created, engaging with audiences in a genuine and meaningful way.
Conclusion
The year 2025 promises to be transformative for marketing. AI is delivering tangible results, immersive experiences are reshaping brand engagement, and short video content is driving cultural conversations. But the underlying theme that connects these trends is the power of collaboration. By partnering with innovative companies like Google Cloud, Microsoft, NVIDIA, Roblox, Amazon Ads and TikTok, WPP empowers clients to navigate the evolving landscape and achieve unprecedented success.
Source: bizlife.rs
