Let’s talk about 2025. Marketing leaders across industries are practically shouting from the rooftops: AI is going to change the game—in a big way. From search and customer service to internal processes, AI is popping up everywhere you can think of. Jan-Willem Driessen, Chief Marketing and Technology Officer at ManCrates, sums it up perfectly: “We’ll see increased use of AI in all aspects of marketing.” The brands that embrace this tech will thrive, while those that drag their feet could be left behind.

So, where exactly will AI make its biggest impact? According to the experts, two areas stand out: personalization and efficiency. But they’re also quick to point out that AI isn’t a silver bullet. There are challenges ahead, and marketers will need to tread carefully.

Personalization: The AI-Powered Gamechanger

AI isn’t a magic bullet—success depends on leveraging it to create meaningful, engaging experiences that customers expect. Leaders agree that hyper-personalization, powered by AI, represents the greatest opportunity. From dynamic, consumer-centric content to direct, one-on-one customer connections, the potential is immense.

Retailers are already witnessing the impact of AI. According to eMarketer, AI-driven personalized product recommendations and shopping assistants have significantly enhanced business performance. Christina Thelin, Chief Marketing Officer at CarParts.com, envisions brands “leveraging AI to connect with customers 1:1 at scale.”

source: eMarketer

Think personalized product recommendations, shopping assistants, and even AI-generated summaries of customer reviews. Matthew Pantoja, Chief Brand Officer at Alpha Industries, says it best: “Consumers expect tailored content—not just the right product at the right time but an approach that feels authentic and aligns with their personal journey.”

Hyper-personalization isn’t just the future—it’s the new standard, and AI is the only way to scale it effectively. Roberto Gennaro, Chief Digital and Innovation Officer at redtag.ca, predicts a transformative shift as AI platforms like ChatGPT, Perplexity, and Gemini redefine customer interactions. “These tools will enable real-time, intuitive, and tailored engagement, raising the bar for customer experiences.”

However, the stakes are high. Andy Beohar, Managing Partner at SevenAtoms Marketing Inc., believes that “the bar for personalization will be higher than ever” in 2025, requiring brands to craft hyper-personalized journeys across every touchpoint.

Traditionally, marketers used simple customer data like purchase history, customer name, age, and more to personalize user experiences. Hyper-personalization takes that a step further by leveraging AI and real-time data to provide up-to-date individual experiences. 

source: eMarketer

But personalization can be a balancing act; for many customers, there’s a fine line between useful and creepy. Two-thirds of consumers surveyed by Boston Consulting Group said they’d had at least one negative personalized experience that had caused them to end an interaction with a brand.

As much as you want to appeal to your audience, you need to stay true to your brand and not step over the line–while using AI to boost your creativity and efficiency.

Pantoja advises: “Personalization should elevate creativity and authenticity, not make customers feel like data points. Marketers who balance data-driven insights with cultural nuance will lead the way.”

Efficiency as a Differentiator

AI isn’t just transforming customer experiences—it’s reshaping internal processes and boosting operational efficiency. Taylor Mahoney, Vice President of Solutions Consulting at Persado, notes, “2024 gave us a glimpse of GenAI’s revenue-boosting potential, but 2025 will be about smarter collaboration between teams and technology to cut inefficiencies and optimize performance.”

Other leaders agree. Sara Abitbol, Vice President of Marketing at Jaanuu, highlights the importance of “optimizing efficiencies to meet growth and sales goals.” Nicole Vinson, Vice President at Kellanova, emphasizes that “operational efficiency gained by AI and GenAI” will be essential for success.

Kevin James, Chief Marketing Officer at Blend, envisions a future where “every marketing role has a personal AI agent to enhance intelligence and efficiency, helping marketers work smarter and drive impact.”

source: eMarketer

Navigating Risks and Adapting to Change

As promising as AI is, it comes with challenges. Marketers must integrate these tools thoughtfully and ensure accountability. Mahoney emphasizes the need for unified systems to eliminate redundancies and create a “single source of truth.” For budget-conscious brands, AI investments must simplify workflows and deliver tangible results, such as increased revenue, stronger customer connections, and streamlined operations.

Pantoja underscores the importance of using AI to connect with customers as individuals rather than broad segments: “The real power lies in thoughtful, human-centered applications of AI.”

Marketers also face external pressures, from economic uncertainty to evolving industry dynamics. Claire Perez, Vice President of Performance at Thrive Causemetics, highlights the challenge of balancing growth and profitability in unpredictable markets: “Seasonal fluctuations aren’t behaving the same post-pandemic, making it harder to place big bets.”

Staying Ahead of the Curve

To succeed in 2025, brands must remain on the cutting edge by leveraging AI, predictive tools, and innovative strategies. Despite the technological advancements, the ultimate goal remains the same: building genuine connections and driving sales by reaching audiences at the right time and place.

As Thelin aptly puts it, “The future of marketing lies in using technology to build authentic relationships that feel human, not transactional.”