If 2024 was the year when artificial intelligence (AI) technology transformed from consumer-facing gimmicks to business-impacting use cases, 2025 is shaping up to be the year of business application of AI via agentic deployments. We’ll witness AI being applied in novel, game-changing ways that push the boundaries of what we thought possible. But AI won’t be operating in a vacuum ⎯ it will intersect with and amplify the power of other cutting-edge technologies emerging in parallel.
Let me share some key trends that are shaping the business landscape this year. These insights come from my experience leading a customer-centric company focused on driving innovation for major brands over the past decade. They’re also informed by the perspectives of other innovators I connected with at the January Consumer Electronics Show in Las Vegas.
1. Where does AI go next?
The most critical innovation in 2024 was the rapid integration of AI into marketing technologies. The adoption of large language models (LLMs) has completely transformed how companies approach customer interaction and operational efficiency.
Many organisations focused on deploying AI locally to enhance security and privacy, addressing concerns around third-party generative AI tools. This shift towards ‘local AI’ has empowered marketing platforms to create deeply personal experiences while keeping data safe and secure, which is a win for everyone.
Agentic AI leads the way with simplified workflows for marketers. Think about systems that independently handle personalized campaigns and ad targeting. This frees up more time for teams to concentrate on strategy and creativity—delegating repetitive tasks to trained agents.
2. Shaking up the traditional marketing mix
The marketing landscape is evolving rapidly, and the traditional marketing mix is becoming increasingly complex. With the rise of new advertising channels and platforms, brands have a wealth of opportunities to explore.
One game-changer has been the growth of connected TVs (CTVs) and retail media networks (RMNs). Unlike traditional linear TV, CTVs allow advertisers to serve personalized ads tailored to individual viewers’ preferences and viewing histories. This level of targeting presents a massive opportunity for brands to connect with their audiences in a more meaningful way.
Similarly, retail giants like supermarkets are capitalizing on their vast customer data by creating their own media networks, offering advertisers new avenues to reach consumers at the point of purchase.
Marketers face an array of choices and considerations. Investing in CTV advertising has become a strategic imperative to maintain a competitive edge. However, measuring the impact of these investments on business outcomes remains a challenge, underscoring the need for robust measurement stacks and analytics capabilities.
In this dynamic environment, agility and adaptability are key. Brands that navigate the complexities of the evolving marketing mix and leverage new channels effectively will be well-positioned to thrive in the years ahead.
“As AI and other transformative technologies keep evolving, we’re going to see a tidal wave of advanced tools that will make the marketer’s job even more multifaceted and impactful.”
3. The importance of measuring what matters
Measuring what matters is crucial these days, especially since each company has unique KPIs (key performance indicators). Data-driven measurement empowers organizations to make informed decisions, refine their strategies and position themselves for success. Companies that embrace data-driven measurement have a serious competitive edge. They can make smarter decisions, fine-tune their strategies on the fly, and achieve long-term success. The ability to track meaningful metrics and use that intel to steer the ship—that’s how you stay ahead of the curve and outmaneuver your rivals. Measurement is the key to unlocking your full potential as an organization.
Agility, Flexibility and Adaptability
As AI and other transformative technologies keep evolving, we’re going to see a tidal wave of advanced tools that will make the marketer’s job even more multifaceted and impactful. Success will depend on how effectively these advancements are adopted and leveraged to drive cost-efficiency and deliver a strong return on investment.
In conclusion, those who remain agile, flexible, and adept at juggling multiple priorities will undoubtedly reap the greatest rewards in the year ahead, unlocking new opportunities and staying ahead of the curve. Marketers should be curious and willing to experiment with emerging AI solutions, without losing sight of their goals and strategies.
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ABOUT THE AUTHOR
Charles Manning, Founder and CEO, Kochava
Charles Manning is the Founder and CEO of Kochava, the real-time data solutions company for omni-channel attribution and measurement trusted by top brands worldwide. A veteran of the digital advertising industry, Charles is a member-contributor to the Forbes Technology Council. For over 20 years, Charles has been creating real-time data solutions for systems optimization, ranging from business service management (BSM) to information technology (IT) to attribution analytics, and blockchain solutions. Charles began his career at Oracle.