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The rapid adoption of artificial intelligence by marketers is allowing them to try different strategies and focus more on authenticity, according to HubSpot’s new State of Marketing 2025 report.
The report, based on a survey of 1,200 marketing leaders, predicts that this will be the year of refining existing marketing trends. With the increased integration of artificial intelligence into workflows, in 2025 B2B and B2C will focus more on millennials and Gen Z and brand-driven marketing.
While that’s no surprise, as the report says, “AI-powered marketing is driving easier, faster growth and highlights the increasing integration of AI into workflows. Marketers use AI to analyze data and repurpose content, giving them time to engage audiences more personally with rich content.” However, it confirms that “a data-driven marketing strategy is no longer nice to have, but data privacy is a problem.”
Dig deeper: Data, AI and Advertising: 2025 Predictions
The report highlights the need to target millennials and Gen Z, stating that “marketers are increasing their focus on Millennials and Gen Z.” Again, this is not breaking news. These generations have been driving consumer trends for years, and their digital fluency requires sophisticated strategies that prioritize authenticity and brand value.
This focus on authenticity extends beyond generational demographics. However, as the report notes, “Companies are increasing investment in brand-driven marketing, and authenticity is resonating.” This corresponds to the growing importance of the creative economy. It’s important to work with influencers who truly connect with their audience.
This will also put brands in an interesting position if their authentic values clash with the incoming administration. While Mr. Trump does not hesitate to call out companies with which he does not agree, in the election he received only a 1.5 percent margin. Which means brands will have to navigate between the president’s views and those of the significant opposition.
The report also highlights the rise of visual storytelling, stating, “We have entered an era of visual storytelling for brands and the creative economy is thriving.” Again, this is not a sudden disruption, but a continuation of a trend we have witnessed over the years.
The dominance of platforms like YouTube, Instagram and TikTok underscores the need for compelling visuals and engaging narratives. The report also notes “The content formats that marketers say bring the highest ROI are short video (21%), images (19%) and live video (16%), and marketers plan to invest more in these.
While the report doesn’t reveal groundbreaking news, it’s a valuable reminder of how the digital landscape is evolving. Key to get out? The biggest marketing winners will be those that can use AI to merge human creativity and strategic thinking to create authentic brand experiences.
You can find the full report here. (Registration required)