Artificial intelligence (AI) is revolutionizing the marketing industry, providing both opportunities and challenges for professionals. As AI technologies continue to evolve, their impact on marketing strategies and operations becomes ever more profound.
In fact, AI has become a must-have technology advancement, with 81% of marketers saying their organization currently uses GPT models such as OpenAI’s ChatGPT and Google’s AI Gemini, formerly Bard.
Specifically, 55% of marketers say their organization’s adoption of GenAI can be described as partially integrated into certain marketing functions. 71.4% of respondents also said that AI capabilities are most widely used by content teams, highlighting the central role AI plays in content generation.
These are the findings of engagement platform CleverTap’s AI Customer Engagement Report this year, which found that 64% of respondents used AI to create real-time, personalized experiences for engagement. optimal.
As the new year approaches, MARKETING-INTERACTIVE spoke to industry professionals to find out how AI is shaping the industry and what we can expect in the years to come.
Don’t miss: Key insights that will shape marketing strategies in 2025
Rudy Khaw, CEO of AirAsia brand co.
Authenticity is here to stay, and I really mean authenticity, not “pretend,” “advertising,” or “buzzword” authenticity. It’s about how brands can do things that really connect and relate to passions in a meaningful yet interesting way. It’s not about being “raw” in content production. Authenticity does not necessarily mean a lack of creativity or brilliance.
Harnessing the power of creativity (not advertising) to capture attention will be the next thing marketers may want to look at. The power of creativity in all its forms is on the rise – from visual styles to standout animated works, fast-paced storytelling and surprising collaborations. It’s about truly understanding what moves culture.
Marcus Chew, Managing Director of Lazada
By 2025, generative AI will be the cornerstone of creative marketing, transforming the way brands conceptualize and produce content.
AI-powered tools will enable marketers to quickly generate high-quality visuals, videos and immersive experiences tailored to individual preferences, allowing brands to boldly experiment and refine creative concepts in time. real.
This shift will lead to an explosion of unique, hyper-relevant content that will capture audiences’ attention while reducing costs and production times.
With generative AI, the creative process will evolve into a seamless collaboration between human intuition and machine innovation, unlocking unlimited potential for storytelling and brand expression.
Alex Goh Peng Hui, Marketing Manager of MR DIY Malaysia
I think AI will continue to be a major marketing trend in 2025, but in a much smarter and more targeted way. It’s no longer just about experimenting, it’s about creating personalized, real-time experiences that truly connect people. The real challenge? Keeping the human element alive. Brands that master the balance between intelligent automation and authentic creativity will not only stand out, they will win the hearts of consumers.
Debra Soon, Singlife Group Head of Brand, Communications, Marketing and Experience
I don’t think there is a big trend, but it is certain that the AI revolution will continue to impact marketing. I think, however, that conversely, as more and more of us find ways to use AI, whether in early versions, which allows us to be more effective in ourselves helping to create multiple versions of ads at a lower cost, we will also see a responsive shift towards more authentic, personal and personalized ads. and local.
After all, we are all human and want to feel like individuals.
Madhav Nayak, Managing Director of Yum! Brands
In 2025, a major theme marketers will need to address will be managing pricing with agility. Although input cost inflation over the past two years – to unprecedented levels in several countries – has created upward pressure on prices, I believe the nature of the challenge is evolving.
Commodity inflation has started to slow in some markets, but it is difficult to say whether trends have decisively reversed, particularly given the uncertainty surrounding geopolitical events.
For marketers, this means it will become more difficult to walk the tightrope of volume- and transaction-driven growth while ensuring profitability – and will require an agile, holistic approach to pricing.
A better understanding of consumers, particularly of price elasticity and the determinants of “value for money” beyond sticker price, will be paramount. Internally, we will need to be closer than ever to our colleagues in supply chain and finance to have a clear and current understanding of cost movements; while ensuring we remain invested in the areas that matter most to consumers and the long-term health of the business.
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Why half of Malaysian CEOs have yet to adopt Generation AI in their work
