The 6 marketing trends I’m betting on in 2025

1. AI agents, human-guided, will unlock new creative potential

AI is poised to revolutionize marketing, and a core driver of this transformation is the rise of AI agents. As Google Cloud’s Umesh Vemuri articulates in the video series, 2025 will see an “explosion of agents” capable of planning, adapting, and changing, moving beyond simple prompts to dynamic, conversational interactions. This shift towards “agentic AI” empowers marketers with intelligent tools that automate tasks, generate insights, and personalize experiences at scale.

However, human oversight remains paramount. WPP’s chief technology officer Stephan Pretorius rightly emphasized the enduring importance of human skills like empathy and critical thinking in guiding these powerful tools, ensuring ethical considerations and strategic alignment. This collaborative approach, blending human creativity with AI’s computational power, is where true innovation lies.

As someone deeply immersed in the AI space, I’m particularly excited about the potential of community-developed agents, democratizing access to sophisticated AI capabilities and sparking a new wave of creativity.

2. Inclusive design: a business imperative, powered by AI

Inclusive design is no longer a ‘nice-to-have’; it’s a business necessity. Microsoft’s Christina Mallon powerfully reminded us that “one out of four people right now have a permanent disability”, highlighting the vast market opportunity in creating accessible experiences. AI can be instrumental in achieving this, enabling brands to personalize experiences for diverse audiences and reduce the ‘mismatches’ between brand offerings and customers’ abilities.

This resonates deeply with WPP’s client-centric philosophy, as inclusive design not only expands reach but also fosters stronger, more meaningful connections with consumers. VML’s Josh Loebner shared how AI is already transforming accessibility for employees, boosting productivity and enabling greater creative expression. This internal empowerment translates directly to better client service and more impactful campaigns.

3. AI-powered performance: Delivering measurable ROI

The age of AI experimentation is giving way to a new era of tangible results. Amazon Ads’ Amy Armstrong confirmed this shift, stating that 2025 will be about “the adoption and actual results that brands are seeing.”

AI is now delivering on its promise of optimized campaigns, personalized experiences, and scaled creative ideas, translating directly to measurable ROI. This focus on demonstrable impact is crucial for building client trust and demonstrating the value of AI investments. As WPP OpenDoor’s Anna Hickey noted, clients are increasingly demanding tangible returns from their AI investments, and 2025 will be the year we deliver.

4. Data and AI: The foundation for effective marketing

Data is the fuel that powers AI’s engine. Nvidia’s Jamie Allan highlighted the growing adoption of enterprise AI, with major software platforms integrating AI capabilities. This wider adoption, combined with the increasing sophistication of AI tools, will empower brands to leverage data more effectively than ever before.

Hogarth’s Priti Mhatre emphasizes the importance of connecting data and refining AI models through targeted pilot programs, a data-driven approach that aligns perfectly with my belief in applied innovation. This strategic experimentation, combined with the creative ingenuity of our teams, will unlock new levels of efficiency and effectiveness for our clients.

5. Immersive experiences: Roblox and the power of shared experiences

Roblox is no longer an experiment; it’s a core marketing channel. As Roblox’s own Allison McDuffee shares, the platform has seen an explosion in brand activations, demonstrating its growing importance for brand building. This isn’t surprising, given Roblox’s impressive reach and highly engaged user base.

What makes Roblox particularly compelling is its focus on shared experiences and human co-experience. Brands can connect with consumers in dynamic, interactive environments, fostering deeper relationships and creating their own communities. EssenceMediacom’s John Scurfield highlighted the importance of collaboration between brands, agencies, and platforms like Roblox to fully realize this potential.

This collaborative approach, bringing together diverse expertise, is essential for navigating the complexities of this evolving landscape, maximizing the impact of immersive experiences and measuring impact. The key to success, as both McDuffee and Scurfield emphasize, lies in understanding the Roblox community, respecting its unique culture, and creating authentic experiences that resonate with its users.

6. Short-form video: A new way to build brand fame

TikTok has become a cultural phenomenon, shaping trends, sparking conversations, and driving discovery. TikTok’s Sanna Britsman explained how the platform’s unique content graph allows brands to connect with audiences authentically and tap into cultural moments.

Ogilvy UK’s Rory Sutherland, himself a TikTok star, emphasizes the breadth and authenticity of content on TikTok, highlighting its potential for reaching diverse audiences and building brand fame. This aligns perfectly with the need for brands to be present where culture is created, engaging with audiences in a genuine and meaningful way.

2025 promises to be a transformative year for marketing. AI is delivering tangible results, immersive experiences are reshaping brand engagement, and short-form video is driving cultural conversations. But the underlying theme connecting these trends is the power of collaboration. By partnering with innovative companies like Google Cloud, Microsoft, NVIDIA, Roblox, Amazon Ads, and TikTok, WPP is empowering our clients to navigate the evolving landscape and achieve unprecedented success. I'm incredibly excited about the opportunities that lie ahead, and I'm confident that, together, we can shape the future of marketing.