The ability to use AI to generate content, clean data sets and tailor marketing programmes will see the technology become the “beating heart” of the martech stack, according to most marketing experts we spoke to for their annual predictions. AI finds its use as martech Maor Sadra CEO & co-founder, Incrmntal “There’s no […]
The ability to use AI to generate content, clean data sets and tailor marketing programmes will see the technology become the “beating heart” of the martech stack, according to most marketing experts we spoke to for their annual predictions.
AI finds its use as martech
Maor Sadra CEO & co-founder, Incrmntal
“There’s no question that 2025 will see the launch of programmatic networks that monetise generative AI (GenAI) to create videos on demand.
“GenAI’s ability to create content in seconds is ripe for exploitation, and an ad network powered by this technology would mean brands could inject product placements in cheap, real-time video ads that would be pumped out across channels.
“While this might raise brand awareness, there’s no guarantee it will build reputation, as these ads will be devoid of personalisation. What’s more, it’s a brand safety risk, as there’ll be little to no control over placements.
“A GenAI ad network is something big brands won’t touch with a barge pole, but smaller brands with less budget could be tempted by the idea of cheap, multi-channel video advertising.
“Rightly or wrongly, these ad networks will come into play and it’s up to individual brands if they want to risk their budgets on them.”
Cory Munchbach, CEO, BlueConic
“The hyperbolic and hypothetical of AI has become a ubiquitous part of business operations, though still experimental and incremental. And for good reason. Privacy. Compliance. Governance. Things that have always been challenging and critical are exponentially more so when AI is involved.
“In 2025, marketing workflows will be transformed by AI. In turn, the way CDPs deliver value will evolve to balance the human element and the automation, the privacy and possibility, and creativity and control. These tensions aren’t new in marketing but have been magnified exponentially by AI. CDPs have a critical role to play in managing these potentially competing priorities so that marketers can harness AI in a way that supports their core jobs to be done in new and improved ways.”
Cory Munchbach, CEO, BlueConic
Thomas Kriebernegg, general manager, SplitMetrics Agency
“2025 will be a watershed moment for marketers and app marketers. Gone are the days of relying solely on intuition and guesswork. AI-powered tools are already empowering marketers with data insights, automating advertising campaigns and improving workflows.
“The AI market is projected to soar to $1,339 billion by 2030. A recent MIT Technology Review Insights survey underscores this trend, with 94% of business leaders integrating generative AI into their software development processes. Similarly, a Storyblok survey reveals that 63% of brands are leveraging AI to enhance their content marketing, SEO strategies, and website functionality.
“AI will no longer be an optional tool and will become an indispensable core of effective marketing strategies. You may not know it yet, AI is already the beating heart of successful strategies when it comes to app marketing. And the truth is that if AI doesn’t power your app’s marketing, you’re falling behind. Time, money, and countless opportunities are slipping through your fingers with every passing day you choose to remain on the sidelines.
“With AI, marketers can consistently deliver exceptional returns on investment. AI can already reduce marketing costs by up to 20% and boost revenue growth by 10%, and these benefits will only grow as AI adoption accelerates.
“AI, however, is not a magic solution. To realise its full potential, marketers and businesses will have to invest in the necessary infrastructure, data, and talent. It’s not just a case of “implementing AI”. As an industry, we have to rethink the whole marketing infrastructure based on new emerging technologies such as AI which have a great impact on many areas such as ethics, app analytics, monetisation, performance forecasting, incrementality and beyond.”
James Hill, chief commercial officer, EXTE
“In the year ahead, AI will continue redefining how brands engage with their audiences, enabling unprecedented levels of hyper-personalisation while maintaining a strong focus on privacy. As the competitive landscape becomes more crowded, creativity will become even more vital for differentiation, with AI providing the tools to deliver innovative, highly tailored advertising experiences that capture attention and create lasting impact.
“By tapping into AI-driven insights, brands can craft campaigns that are more targeted and adaptable to real-time shifts in consumer behaviour. Contextual tools will allow brands to adjust messaging on the fly, ensuring content remains relevant. At the same time, immersive ad formats like Connected TV (CTV), shoppable ads, and interactive videos will provide new ways to engage audiences, offering smooth, frictionless transitions from discovery to purchase.
“Success will be achieved by brands that blend AI-powered insights with creative vision, using these innovations to build deeper connections, cultivate loyalty, and stay ahead of an ever-evolving marketplace.”
James Hill, chief commercial officer, EXTE
Attila Kecsmar, CEO and co-founder, Antavo
“Brands are entering a new growth frontier underpinned by AI. The integration of AI empowers them to foster deeper, more meaningful relationships with customers while ensuring their programmes remain competitive and relevant.
“AI has the potential to revolutionise the loyalty industry in particular, by further enhancing personalisation, streamlining operations, and driving customer engagement. Many programme owners already feel comfortable using AI-powered agents to support in the management of their loyalty initiatives, and the majority of consumers are open to AI-driven loyalty programmes. The time is ripe for brands to capitalise on the massive, and very real, promise of AI and get it right early on to stay ahead of consumers’ needs.”
Integration and new strategies are vital
Dominik Angerer, CEO and founder of headless CMS Storyblok
“2025 is shaping up to be an important year for martech with a clear shift towards making tools more accessible and impactful for marketers. The focus now is on how well technology can enable marketers to take control – without always needing to rely on developers. Seamless integrations and platforms that simplify complex workflows are becoming essential, helping teams move faster and focus on creating real value.
“There’s no doubt generative AI will continue to be a hot topic, but the real game changer lies in how tools like this are integrated into wider systems. AI isn’t the solution to everything, but when it’s used to streamline workflows or enhance creativity, it becomes a powerful enabler. The key is finding the balance – using technology to eliminate friction while still leaving room for the human touch.”
Maren Seitz, senior director, head of DAC, Analytic Partners
“The evolution of AI has been a major story throughout 2024, but it’s still in the infancy stages of being deployed by brands. I expect this is all going to change in 2025. We’ve moved past the stage where AI was just used to create copy or funny slogans and packaging designs. Instead, AI is now supporting brands with customer experience, the total ad production process, and even the creation of full podcast episodes with perfectly placed ads that match the content contextually. AI has become one of the most helpful tools in the marketer’s toolbox.
“The vision was laid out this year, but 2025 will be when we see the rapid uptake of this technology. Of course, AI still requires human oversight to keep it accurate and aligned with business goals, but the potential is extraordinary, and brands are only at the start of their AI journey. There will be further giant leaps when it comes to content creation, but some of the AI magic will come in helping analyze and share data and insights outside of the marketing silos to help deliver faster and better business outcomes.”
Jessica Jacobs, chief customer officer, Incubeta
“The marketing technology landscape is evolving at a significant pace. With advancements in AI and machine learning running parallel alongside rising consumer demands for transparency and personalization, 2025 promises to be a pivotal year. To reap the benefits of new standout technologies shaping different industries, businesses must transcend traditional tactics. New strategies need to include data integration, authentic consumer personalization and responsible AI usage.”
Backlash? Demand for a human touch
Matt Swain, CEO & founder, Triangle Branding
In 2025 it’s clear that the rise of AI, such as automated image generation and sophisticated fake Out-of-Home stunts, will continue to be leveraged in marketing as part of brand campaigns.
Brands will be leveraging AI to create attention at scale. However, the rise in AI technology will also spark an equal and opposite rise in the demand for real content that resonates in a deep way, connects emotionally with your ideal customer profile (ICP) on a human to human level.
I’ve already started to see this shift in my work with brands. It’s becoming clear that the big wins won’t just come from attention grabbing tech, but from earning trust with audiences in a world full of doubt and skepticism.”
Matt Swain, CEO & founder, Triangle Branding
Gil Rosen, chief marketing officer, Amdocs
“In 2025, AI avatars will become a key part of brand identity, especially for communications service providers (CSPs). The personality of an avatar—whether it’s humorous, serious, or something else entirely—will reflect the brand itself. This shift raises questions: Who do you connect customers with when they call? Is there a different avatar for each persona, or should one consistent character represent the brand? No one has really thought this through yet, but it’s clear that every brand will need an avatar that embodies their values, tone, and even style. This will go beyond just marketing and consumer tech—it will redefine how businesses approach customer interactions in every channel.”
