The next big shifts in marketing are yet to come, and while they don’t all have to do with AI, we expect most of them will. Innovation in AI won’t rest — nor will the marketers courageously testing, learning and driving growth with AI. What's not to get excited about?
The word out there is that marketers are loving AI. New HubSpot data shows sentiment around AI usage is more optimistic than it was last year, and growing. The most growth-focused marketers know that AI, when used appropriately, creates room for strategic thinking and huge gains in productivity. But keeping up with change is half the battle.
Read on to discover where AI in marketing is headed, with advice from our team on staying ahead.
2025: The year brand authenticity comes alive
It’s an oversaturated digital world out there. Smart AI-powered platforms, including chatbots Gemini and Perplexity, are feeding the desire for instant access to knowledge and ideas. Other tools such as ChatGPT, Adobe Firefly and Midjourney have pushed content creation into overdrive, for better or worse.
Meanwhile, HubSpot’s State of AI Report notes an incredible shift in the use of AI in marketing — a jump from a mere 21% in 2023 to 74% in 2024.
This raises an important line of thought…how can businesses stay authentic in the Age of AI? Focus on the power of brand.
‘Branding will become exponentially more valuable in future,’ predicts Salted Stone Chief Strategy Officer and self-proclaimed Brand Futurist Tony Eades. ‘An irresistible brand enhances your overall value in the eyes of the customer.’
‘But AI can dilute a brand, if not used carefully,’ he adds. ‘I encourage marketers out there to align everything you say and do with your brand identity. Remind your audience of your value at every turn.’
‘No one knows your brand better than you. What stories can you tell that no one else can?’
— Tony Eades, Chief Strategy Officer, APAC
Pondering the next iteration of content marketing
Just 10 years ago, publishing high-quality, SEO-optimised blog content was the pillar of inbound marketing. Abide by the rules, and your content could rank on the coveted first page and generate plenty of relevant website traffic. Except now, AI has disrupted the state of play.
Today, users’ questions get answered seconds after keying a search term into Google. The value of blue links are in question because the information people seek can be found directly on SERPs. In fact, Google reports that ‘people who use AI Overviews are more satisfied with their results’ than those who don’t.
Additionally, AI content is expected to take over simple top-of-funnel informational posts. (Such content isn’t hard to find.) And, as mentioned, people are choosing conversational search over a basic Google search. As preferences and behaviours change, striving for page one may not matter as much.
The recommendation? Focus on content quality.
‘My advice to anyone wary of GenAI is to understand its limitations and create content better than it possibly can,’ says Michelle Zinko, Senior Copywriting Specialist at Salted Stone. ‘AI can’t replace your humanness and years of marketing expertise. Also, work on your SEO, but consider trying other content approaches, too.’
‘Serve your audience best by keeping content as human as possible and offering a viewpoint that’s uniquely your own.’
— Michelle Zinko, Senior Copywriting Specialist, APAC
Building for an AI-powered future, today
Employees report higher productivity with AI, saving more time using AI, and creating positive ROI by creating content with — you guessed it — AI. As one would hope, senior decision makers are coming around to investing in AI.
A HubSpot survey indicates almost 70% of business leaders say that AI can help their business scale in a way that would be impossible without it. Furthermore, investment in AI continues to grow in areas such as growing key distribution channels and multimedia content creation.
Our take: While teams get comfortable integrating AI, businesses will increasingly invest in AI-powered tech. Don’t allow your business to get left behind. Focus on pushing ahead with AI (strategically).
‘Our clients are really curious about the potential of AI,’ says Matthew Reed, Senior Solutions Specialist at Salted Stone. But as he points out, some tasks require real people to do the job, especially where complexity is concerned.
He explains: ‘The challenge we’re faced with is figuring out where AI’s role should end and where human input begins. Strategy still matters most, and I think that’s what makes working in this space so interesting and rewarding.’
‘To remain competitive, try testing different AI tools. Not every tool will be right for a job, so think strategically and choose wisely.’
— Matthew Reed, Senior Solutions Specialist, APAC
So, where does this leave us?
Next stop: AI adoption
Let’s face it, it’s still early days for AI. For now, it means more time for high-value outcomes and less busy work. So when you embark on your next big thing, and turn to AI, remember: remain authentic to your brand, focus on quality, and above all, stay strategic.
We could go on prophesying about AI, but we’d rather hear from you! What are you most excited about in 2025? And how will AI take you there? As a HubSpot Elite Solutions Partner, we’re eager to help.
Talk to us about integrating AI into your 2025 strategy.
Contact us.
