The year 2025 will mark a before and after in the marketing and advertising industry. Artificial Intelligence (AI) will no longer be just a support tool but will become the central axis of advertising strategies. According to the “25 in 2025” report by Horizon Media, the fusion of data, AI, and personalization will create an ecosystem where each campaign is more agile, precise, and adapted in real time to changes in consumer behavior.
Brands that integrate AI into their advertising decision-making will not only optimize their investments but also anticipate user trends and preferences with unprecedented accuracy. Automation will be key to reducing operational workload and allowing marketing teams to focus on creativity and strategy.
GenAI and AI-generated content: creativity without limits
One of the most disruptive advancements in 2025 will be the massive adoption of Generative AI (GenAI) in advertising content creation. Generative AI tools are already transforming how brands produce ads, texts, images, and personalized videos.
According to the report, 60% of online searches are already influenced by artificial intelligence, and by 2028, more than 36 million adults in the United States will use platforms based on GenAI. This shift will force brands to rethink how they interact with consumers and design their content strategies.
Applications of GenAI in marketing include:
- Dynamic Creative Optimization (DCO): ads that automatically adapt to the user based on their preferences and real-time context.
- Automated content creation in multiple formats: AI-generated ad copy, images, videos, and audio tailored to each audience segment.
- Conversational advertising: advanced chatbots and virtual assistants offering hyper-personalized interactions.
The use of “AI with guardrails” will be essential to ensure ethics in automation, mitigating bias risks, and ensuring transparency in brand messaging.
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Extreme personalization: AI as the engine of hyper-segmentation
2025 will be the year of hyper-personalization, where ads will no longer be generic and will evolve into individualized experiences thanks to the combination of big data, AI, and machine learning. Brands will be able to offer hyper-segmented recommendations based on users’ shopping habits, online browsing, and interaction history.
Some notable innovations include:
- Real-time advertising: ads will dynamically adjust based on the user’s context (location, weather, emotional state, etc.).
- AI-driven dynamic pricing: AI will determine prices based on demand, competition, and the customer’s purchase history.
- Integration of IoT and smart devices: smart devices like watches, TVs, and voice assistants will offer ultra-personalized ads and recommendations.
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Retail media and the convergence of advertising and commerce
Marketing in 2025 will be strongly influenced by the expansion of retail media, where giants like Amazon, Walmart, and Mercado Libre will consolidate their advertising platforms within their digital ecosystems. Advertising within marketplaces and online stores will become a key channel for brands, enabling better ROI measurement and more efficient integration with omnichannel marketing strategies.
“The concept of the ‘pervasive store’ will become the norm, where commerce happens anytime, anywhere,” says Randy Browning, president of Night Market.
Among the most prominent trends in retail media are:
- Shoppable media: advertising will be interactive, allowing purchases directly from ads in videos, social media, and live streams.
- Predictive AI in e-commerce: algorithms will anticipate what users want to buy before they even search for it.
- Greater integration of AR and VR: augmented reality will allow consumers to visualize products before purchasing, improving conversion rates.
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The future of content marketing: authenticity and credibility
Content marketing will also evolve, moving away from mass strategies and focusing on specific niches and communities. The report highlights that consumers are tired of traditional advertising and seek content that reflects values and authenticity.
This translates into:
- Micro-communities and subculture-based marketing: advertisers will focus on niche communities like gaming, fitness, urban art, etc.
- Integration of UGC (User-Generated Content): brands will rely more on content created by real users to build credibility.
- Influence of creators and AI-generated influencers: virtual influencers and generative AI will redefine influencer marketing.
The combination of artificial intelligence with human creativity will enable brands to develop more genuine campaigns tailored to consumer expectations.
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Ethics, privacy, and regulations: challenges for marketing in 2025
As AI and big data gain traction, privacy and ethics in data usage will become a priority for regulators and consumers. According to the report, governments are adopting stricter positions on digital advertising, demanding greater transparency and data protection.
Some of the new regulations impacting marketing include:
- Restrictions on cookie usage: strategies will need to rely more on first-party data (brands’ own data).
- New privacy laws: the collection and use of personal data will be under greater legal scrutiny.
- Increased regulation on social media advertising: platforms like TikTok, Meta, and X will face stricter content moderation controls.
Brands must find a balance between personalization and privacy, ensuring that their strategies are transparent and respectful of consumer rights.
Constant reinvention will be the key to success
2025 will be a year of major changes in marketing, where technology, personalization, and ethics will define the industry’s future. Brands that successfully integrate AI, data, and creativity in an intelligent and ethical manner will dominate the market.
The keys to success in 2025 marketing will be:
- Adoption of AI and automation to optimize real-time campaigns.
- Extreme personalization based on big data and artificial intelligence.
- Expansion of retail media as a key digital advertising channel.
- Authentic content strategies targeting micro-communities.
- Increased regulation on privacy and advertising ethics.
Brands must not only adapt to technology but also lead its implementation strategically and responsibly.
