Marketing in 2025 is a paradox. It’s more AI-driven than ever, yet deeply human. It’s tech-forward, but emotionally resonant. Brands that master this balance of artifice and art—leveraging AI without losing their soul—will be the ones to both stand out today and stick around for the next big thing.
Sydney Baird, Senior Graphic Designer
AI started as a digital workhorse, handling the grunt work of marketing. But in 2025, it’s taking a seat at the creative table. The best brands are using AI for more than automation—it’s fueling ideation, rapid prototyping, predictive personalization, and content generation that feels fresh (not formulaic). However, the key is balance. Consumers are craving design and messaging that feel imperfectly human, meaning brands need to blend AI’s efficiency with creative intuition.
Josh Selig-Votaw, SVP Operations
The Google game is changing. With AI-powered search experiences (like Google’s Search Generative Experience and ChatGPT’s browsing capabilities), traditional SEO isn’t enough. Enter Generative Engine Optimization (GEO)—a new approach that ensures content isn’t just ranking, but actually getting pulled into AI-generated answers. Brands need to optimize for citation credibility, statistical relevance, and AI-friendly structuring to stay visible in this evolving digital landscape.
Eliza Graves, VP Marketing & Fractional CMO
AI is B2B’s biggest competitive edge—but only if used with intention. Predictive analytics, automation, and AI-driven decision-making can streamline operations and enhance customer experiences, but without clear policies aligned with brand values, unchecked automation risks eroding trust. The best companies aren’t merely adopting AI; they’re shaping it, ensuring technology serves customers rather than alienates them. In 2025, success won’t come from using AI—it will come from using it right.
Consumers are done with surface-level branding. They want stories that mean something. In 2025, successful brands will stop speaking at audiences and start building with them. Think micro-communities where customers shape the narrative, gamified experiences that pull users deeper, and nostalgia-infused storytelling that tugs at the heartstrings. This is the year of storytelling with purpose—where brand values aren’t a marketing ploy, but the very core of how businesses connect.
Christina Hager, VP Marketing & Fractional CMO
Forget polished ad campaigns—consumers trust other consumers more than they trust brands. In 2025, the smartest marketers are leaning into user-generated content (UGC), letting real people do the talking. Whether it’s a viral TikTok, a candid review, or an Instagram reel, brands like Airbnb and Adobe are winning by giving customers the mic. The result? Higher engagement, authentic storytelling, and a marketing engine that practically runs itself.
Kara Brooks, VP Brand & Comms
AI’s rise has created a dualistic imperative: the more digital our world becomes; the more consumers crave authenticity. This year, brands are prioritizing real voices—spotlighting employees, amplifying nano- and micro-influencers, and building campaigns around everyday experiences. Skincare brand Glossier has nailed this with its #GlossierIRL movement, proving that raw, unfiltered content beats hyper-curated perfection every time.