By Henry Collins, Managing Partner at Redpill
2024 was dominated by AI discussions, and despite some eye-rolling, the conversation shows no signs of slowing as we head into 2025; evolving from an interesting novelty, to a core driver of strategy.
The challenge is no longer just about adoption. It lies in embracing this ever-evolving technology, while maintaining the authenticity that consumers increasingly crave.
And in an age where digital interaction is dominant, standing out will come down to how brands utilise the efficiency of AI with real, human experiences.
Regardless of your own personal feelings on AI, it’s here to stay.
But fear not, AI is not a replacement for human creativity and connection. To be effective and remain authentic, brands must adopt a considered approach. Using AI to enhance human elements, rather than replace them.
Resist, and you may find yourselves outpaced. With those who embrace it seeing enhanced productivity, better customer profiling and targeting, and the ability to deliver hyper-relevant content at scale.
Hyper-personalisation and interactivity
The era of one-size-fits-all marketing is gone. Enter: AI-driven hyper-personalisation of content and interactive experiences.
Thanks to generative AI, we can now automate hyper-personalised content at scale. Add AR and VR into that marketing mix, and you’ll have one of the most immersive customer-centric experiences possible. Yes — content that dynamically adapts to user behaviour. Effortlessly, seamlessly, and in real-time.
In the already over-crowded digital space, capturing attention has become harder than ever, which has again pushed for this type of interactive content. GWI has forecast that over 60% of brand content will be focused solely on this immersive formatting in 2025. And this is already backed up with current consumer trends, with 8 in 10 consumers reporting they are more likely to purchase from brands offering personalised experiences.
The message is clear: attention is the new currency, and hyper-personalisation is the way to earn it.
Brand responsibility and authenticity
How do brands really know their consumer? Data-driven marketing, anticipating consumer behaviour, and optimising campaigns in real time. But this is where the real ethics come in, and brands have a responsibility to be transparent about how this data is used and why consumers can place their trust in them. Us humans have (quite rightly) become much more selective about the data we share, and readily question how it’s being used. And brands must respond by being fully transparent about how our data is collected, stored, and used. Transparency and trust are non-negotiable.
Authenticity is therefore key. Finding the balance between offering a personalised experience without intruding on your consumers may not be easy, but it’s necessary in building trust. This goes hand in hand with sustainability practices, with Gen Z increasingly demanding companies demonstrate environmental and social responsibility. People are more loyal to the brand that reduces their carbon footprint, or supports a local charity, compared to the brand that stays quiet. 2025 will see more pressure to adopt ethical and transparent practices. Because if you don’t, your competitors will.
Strategic forecast for 2025
Predicting the 2025 trends is the best way to stay prepared and ahead of the curve. Stay nimble – embrace emerging marketing tools and pivot quickly towards the changing consumer behaviours. But don’t lose sight of that balance with your consumers. Despite all the whirlwind changes 2025 will bring, building trust with your audience should always be your first priority.
And beyond? The technology will change again, but the need to create authentic relationships with your audience will remain constant.
