Since the launch of ChatGPT in late 2022, public interest in artificial intelligence (AI) has been growing exponentially.
Around this time, OpenAI CEO Sam Altman told Forbes, “I’m much more interested in thinking about what comes way beyond search…What do we do that is totally different and way cooler?”
This curiosity – combined with billions of pounds in investments – has led AI’s leading experts to incredible developments. In 2025, brands will be able to capitalise on this success.
How AI will impact digital marketing
From social media to PR, AI is already widely used in digital marketing. Salesforce recently reported that 75% of marketers are already experimenting with or have fully implemented AI into their workflows.¹
But in 2025, brands should shift their perception of AI’s role in digital marketing. Rather than serving as a standalone tool, AI will intertwine deeply with how we interact with audiences.
From highly personalised digital experiences to AI-powered image search, AI will create stronger audience connections, improving engagement and conversion rates.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
An advocate for innovation in digital marketing, Natalie has a proven track record of driving audience engagement and delivering measurable results.
Hyper-personalised, dynamic content will proliferate
Imagine browsing a website or opening an email and seeing content that feels as if it was created just for you. AI tools will make this possible by analysing vast amounts of data to predict user preferences, behaviours, and interests. We’re already seeing this to some degree, particularly within performance marketing, but in 2025, expect hyper-personalised content.
Brands will leverage generative AI to craft highly personalised marketing campaigns. Every message, visual, or product suggestion could be dynamically customised for each individual using real-time data.
If you’ve used Netflix or Amazon lately, you will probably have seen AI-driven dynamic content. It’s the personalised text, images, and videos on each recommendation, tailored to you based on your data.
In 2025, expect to see this detailed level of personalisation rolling out across other sectors, from beauty to healthcare. This will enhance the user experience whilst driving higher engagement and conversion rates.
Predictive analytics will enhance data-driven decision making
Predictive analytics will drive hyper-personalised, dynamic content by analysing historical data and current patterns. In 2025, brands will be able to anticipate what their audiences want before they even realise it themselves.
For example, an online e-commerce brand could use predictive analytics to assess a user’s purchase history, browsing habits and seasonal trends. This could help them to anticipate which products the customer may want.
Combined with additional product information and incentives, the likelihood of purchase suddenly becomes much higher. Applied to entire campaigns, predictive analytics can deliver the perfect recommendation at the perfect time at scale.
Beyond individual interactions and marketing campaigns, predictive analytics will serve as a rich source of knowledge. Brands will have access to enhanced customer insights that enable real-time forecasting.
Visual recognition technology will inform customer insights and digital product development
AI-driven visual recognition technology is poised for growth in 2025. As the name suggests, it identifies and analyses visual content, including images and videos. The latest developments will help brands enhance their customer engagement and streamline product discovery.
For example, a cosmetics company could use AI to scan social media for images featuring their products or logos. This would enable the brand to gain insights into its visibility, measure user sentiment and spot trends. The data could inform their social media marketing or digital PR strategy.
The rise of AI-driven visual recognition technology will also drive the next wave of innovation in image search. Unlike traditional text-based search, AI-powered image search allows customers to discover similar items by uploading a picture.
This intuitive experience enables shoppers to find exactly what they’re looking for with ease. In 2025, image search will become a focal point for e-commerce businesses looking to provide seamless, personalised shopping experiences.
AI video content will become more sophisticated and accessible
In 2025, video content will account for 82% of all global internet traffic. With this in mind, it’s unsurprising that AI will play a part in its future.²
Beyond copywriting or editing, AI video production tools will drive the creation of high-quality, video content. We’ve seen glimpses of this in late 2024, notably with Coca Cola’s AI-generated Christmas ad. But as an early adopter of the technology, it received some controversy for its realism.
Dani Di Placido of Forbes said of the ad, “These shots represent the best efforts out of many attempts, with the models spitting out plenty of unusable footage that was discarded.”
In 2025, AI video content will become more sophisticated and accessible to brands of all sizes. Its success will be more about strategic application rather than technical ability.
By utilising dynamic AI video content, brands will be able to personalise video content in real-time. For instance, a brand could create dozens of video variations tailored to different audience segments, delivering unique experiences at scale.
AI influencers will develop into complex personalities interacting at scale
AI influencers have been around, and successful, for some time. At the time of writing, ‘robot’ Lil Miquela has 2.5 million followers on Instagram.
In 2025, expect virtual influencers to develop past static avatars into smart, complex personalities. In exciting news for brands, they will be capable of real-time interactions with audiences at scale.
This development in influencer marketing has the potential to provide access to a digital personality who could perfectly embody a brand ethos, is able to engage in thousands of meaningful conversations at once, and has no PR risk.
What should brands do to prepare?
The opportunities are vast for those willing to embrace the change, particularly with regards to content marketing. The key to a successful integration of AI will be through a strategy-led approach supporting brand goals to deliver measurable results.
Many businesses are already onto this. Nearly half of technology leaders in PwC’s October 2024 Pulse Survey stated that AI was “fully integrated” into their companies’ core business strategies.
If you’re looking to successfully integrate AI into your digital marketing strategy, reach out to learn how we can help.
