Marketing
Technology
February 18, 2025
Marketing trends for 2025: what’s coming next
New approaches that have emerged with the democratization of generative AI promise to transform marketing in the coming years
It is inevitable that we talk about trends. Contrary to what many think, trends are not fleeting fads or futuristic predictions, they are movements that can influence people’s behavior over a period of time. When it comes to consumption, trends can even influence companies’ strategic decisions.
It is through the study of trends that businesses can anticipate opportunities and demands, offering solutions that are more aligned with the needs of the consumer public. However, not all businesses can or should take advantage of all trends; it is necessary to evaluate the impact and viability of considering them in the respective market.
In the last two years, we have seen the rise of artificial intelligence (AI) in various contexts, especially in marketing. The democratization of AI generativa (the kind that processes texts, images, videos, etc.) has taken a gigantic leap by facilitating the use of tools that were previously more restricted to a few specialists and companies. And this democratization has allowed all types and sizes of businesses to create personalized content and optimize campaigns and processes with efficiency and agility.
This advancement not only redefined what is possible in terms of reach and personalization, but also paved the way for new approaches, which promise to further transform marketing in the coming years.
As we continue to follow the evolution of technology, 2025 presents a series of trends that go beyond the simple application of tools — they point to changes in the way brands and consumers connect, interact, and co-create value, while consolidating what we have already been following in other years. For this article, I have selected some of the trends that I consider most relevant for marketing in 2025 and that need to be thought about and considered in companies’ strategies.
- Predictive marketing and hyper-personalization: the use of advanced data analysis algorithms and artificial intelligence to predict future consumer behaviors, anticipate needs and optimize marketing campaigns will become increasingly strong. The integration of AI in predictive marketing will allow companies to achieve an unprecedented level of hyper-personalization, offering experiences more tailored to each consumer, however, on a large scale. Many companies already apply predictive marketing, but with the consolidation of AI, this strategy tends to become more present, allowing for faster, more accurate, and detailed analyses;
- Conversational marketing: this is one of the terms I heard most in 2024 and that should gain strength this year. The trend is that chatbots (robots that simulate human conversations) will be increasingly perfected, evolving towards communication where the objective is not just to lead the customer from one task to another, but to create new contact points for sales and marketing through humanized conversations. It is predicted that this technology will be increasingly improved to adapt to human language, enabling more natural and efficient interactions and minimizing the appearance of a “robot”;
- Artificial intelligence X humanization: with the rise of AI, human creativity assumes an even more relevant role, standing out as the differential capable of balancing the use of these technologies. Intuition, empathy, and the ability to tell stories that create authentic connections between brands and consumers will be increasingly valued skills. However, this balance represents a significant challenge, as AI offers agility and personalization on a large scale, while consumers also expect a human touch in interactions. Brands that manage to unite cutting-edge technology with the ability to truly listen and understand their audiences will be better prepared to meet the demands of a constantly evolving market;
- Influencer marketing: brand communication carried out through partnerships with influencers will need to be increasingly authentic. This means that the public will be more attentive to the alignment of social and environmental values between brands and influencers. Furthermore, lifestyle influencers (those who merely show their daily lives and how they live) are starting to lose ground to creators who deliver real content and generate the much-talked-about connection with the audience. Still in influencer marketing, the trend is for brand partnerships to be longer-term to establish a more lasting result. Additionally, the use of nano and micro-influencers (those with up to 50,000 followers) tends to be enhanced, as these influencers have smaller audiences, but with more engagement;
- UGC Creator: The UGC Creator (User Generated Content) gains traction next year within influencer marketing. Unlike traditional influencers, UGC Creators are hired to create specific content to be published on the brand’s channels, in exchange for remuneration, but the content generated by them is inspired by the spontaneity and authenticity of ordinary users, who produce their own posts without any link to the company. This modality, driven by platforms like TikTok, represents a strong trend, as the UGC Creator does not need to have millions of followers and a large audience. The most important thing is the quality and authenticity of the content. It is a type of consumer-to-consumer communication;
- Content marketing: in times of short content, content marketing will continue to be one of the most effective ways to engage the audience in 2025, but with an approach more focused on quality, not just quantity. The excess of available content (known as content shock) will force companies to deliver something more developed, creative, and relevant. Furthermore, short content will continue to be a strong trend, especially with the growing consumption of quick interactions and videos on social media. However, more robust content, which offers depth, will also gain relevance. In a scenario where the speed of information often results in superficial content, brands that invest in more elaborate narratives, such as articles, case studies, or educational content, will have a significant advantage. This type of content not only provides more value to the audience but also helps build long-term authority and trust.
Marketing trends are not just reflections of what is on the rise, but also a direct response to changes in consumer behavior and the evolution of technology. Companies that understand these transformations and adapt their strategies effectively will be better prepared to gain and maintain public trust.
If, on the one hand, predictive marketing, artificial intelligence, and automated interactions offer vast potential for personalization and efficiency, on the other hand, humanization, authenticity, and the creation of deep and valuable content emerge as key elements for building relationships. Brands that know how to balance technological innovation with human values will be ahead of their markets.
