As the marketing industry prepares for 2025, a consensus emerged that transformation is key, emphasizing the critical balance of AI-driven efficiency with creativity. Tanya Whitehouse, CEO of creative agency Elvis, asserts that while AI will play a significant role, it is vital not to compromise on human creativity and emotional connections. The industry is facing a complex social media landscape, questioning the sustainability of influencer marketing while also recognizing the growth of user-generated content. Additionally, sustainability has transformed from a buzzword to a significant consumer expectation, urging brands to adapt accordingly.
We need to push ourselves more creatively, working in tandem with AI innovations to drive hyper-personalization and automation at scale, but we cannot forget that we still need that big creative idea.
Will the influencer bubble burst? We've been expecting it for years, but it's still here. The real question is: how do we strike the right balance between UGC, traditional advertising and influencer partnerships?
Sustainability isn't a buzzword anymore; it is a consumer demand that brands must respond to and integrate into their strategies and offerings.
2025 is set to be a year of transformation, where brands must balance AI-driven efficiencies with creativity, data with authenticity, and innovation with ethical responsibility.
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