Marketing executives are re-evaluating generative artificial intelligence, observing a trend toward its practical applications rather than its novelty. In 2025, AI may become "less sexy," focusing on improving operational efficiency, evaluating customer journeys, and utilizing synthetic audience data. The push for tangible outcomes will distinguish successful AI implementations from failures. Notably, there are concerns about the shiny penny syndrome in marketing, where trends quickly fade without meaningful investment. Despite this, the transformative potential of AI continues to attract significant investment, ensuring its ongoing relevance and momentum in the marketing sector.
Following a year during which campaigns made with generative AI received a shellacking, greater attention is being paid to the back-of-house functions for which automation tools can improve efficiency.
In the real world, where we're at today, there's a lot of things that gen AI can do that have dramatic productivity impacts. The things it does best seem to be the things that people don't like to do.
AI feels different in regard to its transformational potential, and the amount of investment pouring into the category will ensure momentum for some time to come.
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