What’s next? Marketing predictions for 2025

Buckle up. As we dive into 2025, the marketing world is speeding up, evolving, and throwing us a few curveballs along the way. From AI fine-tuning how we connect with customers to the ongoing shift towards community-focused engagement, there’s a lot to unpack.

At KOTA, we like to keep our finger on the pulse, so here are some predictions for the trends set to dominate marketing in 2025.

1. AI gets more human

AI isn’t new, but in 2025, it’s moving beyond automation and focusing on creating genuine connections. We’re talking hyper-personalised content, smarter customer interactions, and AI tools that craft experiences that feel, well, human.

AI isn’t just a tool for automating emails or generating quick captions anymore. It’s now central to strategy, helping brands predict customer needs before they even arise. For example, AI-powered CRMs can now identify churn risks and suggest tailored campaigns to re-engage those customers.

Artificial Intelligence (AI) is becoming increasingly integral to marketing strategies, with 69.1% of marketers incorporating AI into their operations. 70.6% believe AI can outperform humans in key tasks, highlighting AI’s growing role in enhancing personalisation and customer engagement. (Influencer Marketing Hub)

What to watch: Brands leveraging AI for real-time personalisation, predictive customer behaviour models, and smarter segmentation.

Our tip: Don’t lose your brand voice in the tech rush. Use AI to support your team, not replace them.

2. Interactive content isn’t optional anymore

Static websites? Yawn. Customers want to do something when they land on your site. Whether it’s exploring a 3D product model, playing with gamified elements, or interacting with shoppable videos, the future is hands-on.

Interactive content is driving engagement like never before, offering a unique way to connect with users. 88% of marketers say interactive content helps brands differentiate themselves, and 79% say combining interactive content with other content types improves message retention. (Outgrow)

What to watch: Fully immersive web experiences, interactive storytelling, and gamification in brand campaigns.

Our tip: Make your website a place people want to hang out.

3. Sustainability will be a non-negotiable

Sustainability isn’t a campaign theme—it’s a business imperative. Consumers are scrutinising brands’ eco-credentials, and empty greenwashing won’t cut it.

Consumers are increasingly favouring brands that prioritise sustainability, with 55% choosing brands based on their sustainability values. This trend underscores the importance of genuine eco-friendly practices over superficial greenwashing. (Forbes)

Whether it’s carbon-neutral pledges or eco-friendly product lines, customers expect accountability—and they’re paying attention to the fine print.

What to watch: Transparent sustainability reports, carbon-neutral pledges, and campaigns built on measurable action.

Our tip: Talk less, show more. Real change beats performative promises, every time.

4. Search is no longer just Google’s game

Gen Z has entered the chat, and they’re asking TikTok and YouTube for answers instead of Google. The way people search is evolving, and brands need to keep up.

40% of Gen Z users prefer these platforms over traditional search engines, indicating a shift towards video-first content in SEO strategies (Vogue Business). These platforms are now central to SEO strategies, and brands that fail to optimise for social search will miss out.

What to watch: Video-first SEO strategies, voice search optimisation, and cross-platform keyword strategies.

Our tip: Don’t rely on one search engine to carry your strategy. Spread your bets.

5. B2B influencers are stepping into the spotlight

Influencer marketing isn’t just for beauty brands and viral TikTok dances anymore. B2B brands are finally catching on, and industry experts are becoming powerful ambassadors.

B2B influencer campaigns are not only effective for brand awareness but also for driving conversions through trusted voices.

What to watch: LinkedIn creators, expert-led webinars, and deep-dive podcast partnerships.

Our tip: Find influencers who align with your values—not just your target audience.

6. Privacy-first strategies will redefine data marketing

With third-party cookies heading for the grave and privacy laws tightening, the data game is changing. Brands need to double down on transparency and smarter data collection.

75% of consumers are more likely to trust brands that clearly explain how their data is used, emphasising the need for clear opt-in experiences (Ninetailed). First-party data collection will become the gold standard, with brands focusing on building trust through clear opt-in experiences.

What to watch: Cyber-secure certifications, first-party data strategies, cookieless tracking solutions, and consumer opt-in campaigns.

Our tip: Build trust through transparency. Make it easy for users to understand—and control—how their data is used.

7. Short-form video will evolve (again)

Short-form content continues to dominate, but audiences are more discerning than ever. It’s not just about brevity; content needs to be sharp, engaging, and packed with surprises.

87% of marketers state that video has increased traffic to their websites (ColorWhistle). Audiences are seeking content that’s brief and engaging, meaning platforms like TikTok, Instagram Reels, and YouTube Shorts are leading the way.

What to watch: AI video tools, micro-stories, and bite-sized educational content.

Our tip: Respect the scroll. Hook them in the first three seconds, or lose them forever.

8. Community-driven marketing will thrive

People want to feel like they belong, and smart brands are building spaces where their audience can connect—not just consume.

Brands that prioritise community see increased loyalty and advocacy, with 86% of marketers believing that fostering a community improves customer retention (Rock Content). This trend highlights the importance of creating spaces where audiences can connect and engage meaningfully.

What to watch: Private community groups, brand forums, and membership-based loyalty spaces.

Our tip: Build relationships, not just audiences. Your customers should feel like insiders, not just numbers.

Summing up

In 2025, success won’t come from simply following trends. Instead, it will require brands to stay adaptable, authentic, and unafraid to take bold steps forward. Whether it’s embracing AI, revamping your website for interactivity, or building a brand community that feels like home, this year is all about making meaningful connections.