The Impact of AI on Marketing: What Changes Will 2025 Bring?

Artificial Intelligence (AI) has been transforming the digital marketing landscape for years, but 2025 is set to be a pivotal year, with industry leaders like Apple and Google launching their own advanced AI assistance, Apple Intelligence and Gemini.
Ongoing innovations and the rapid growth of AI promise to reshape how brands and businesses interact with consumers.

Smarter AI, Smarter Marketing

Apple’s AI and Google’s Gemini represent the next generation of integrated AI technology. These platforms promise to deliver personalisation and contextual understanding. For a business, this means the ability to:

• Deliver more personalised content: AI assistance enables advanced machine learning to understand individual messages, which will create meaningful connections with the audience.
• Enhancing voice search optimisation: With more and more AI systems being integrated into devices and services, voice search will become even more efficient and widespread. This raises the question, will businesses need to prioritise voice search optimisation to stay visible and relevant? It’s something we’ll be closely watching over the coming months!
• Predictive insights: AI can process vast amounts of consumer data to predict trends and behaviour enabling businesses to act proactively rather than reactively, making campaigns more effective and efficient.

What are some of the key changes in 2025?

The Rise of Conversational Commerce
When it comes to search and shopping, tools like Apple Intelligence and Gemini are set to transform how consumers act. These tools not only recommend products that may be the most relevant, but they will also help guide seamless purchases through voice commands and conversational interfaces.

Amazon’s Alexa has had this capability for years now. For example, you can ask Alexa to build your desired shopping list throughout the day to then purchase in one simple transaction at your convenience However, there are limitations with Alexa as this device is typically anchored at the home or workplace.
These ongoing shifts in shopping behaviours demand that businesses rethink their e-commerce strategies to include AI-driven shopping experiences.

Evolving Ad Strategies
Traditional advertising methods will continue to give way to AI-enhanced targeting and we are already seeing advertising campaigns using AI.
In 2024, Coca-Cola produced 3 AI Christmas campaigns which received mixed feedback from consumers, with many feeling it had lost the spark and magic it once had. However, with AI systems accessing more detailed user insights, businesses can create advertisements that feel more like helpful suggestions than intrusive promotions. We can’t wait to see the development of these advertising campaigns in the future!

Search Behaviours
With the integration of Apple Intelligence and Gemini on their respective devices, search behaviour will become more conversational and contextual. Users can expect immediate responses which will need to push businesses to invest in SEO management to ensure they are appearing at the top of search results and suggested content.

Preparing for an AI Future

Now, we don’t believe AI is going to take over completely in 2025, but it is something we all need to be more aware of, the landscape is evolving and businesses need to embrace and evolve with it. To help you get started, we’ve shared some of our top tips:

• Focus on ethical marketing: As AI collects more data, being transparent about usage and prioritising consumer privacy will build trust and loyalty.
• Upskill teams: Work with marketing agencies who have the knowledge and skills to leverage any emerging AI technologies effectively.
• Stay Agile: Don’t shy away from AI, you may not have to embrace it with open arms but don’t close the door on it completely! Businesses and brands must be prepared to pivot long-term strategies as new tools and capabilities emerge.

How can Resolution Design help?

Navigating the complexities of AI-driven marketing requires expertise and a clear strategy. At Resolution, we specialise in helping businesses adapt to the evolving landscape of marketing and leverage its potential to achieve exceptional results.

Here are just a few ways we can support your business –

Content creation and strategy: We can help you to produce engaging content that resonates with your audience. With the rapid changes in search algorithms, having relevant, high-quality content is more important than ever.

SEO/PPC: Our skilled team can optimise your website and campaigns to improve search engine rankings and maximise ROI. From tailored keyword strategies to driven ad targeting, we help ensure that your business remains competitive in search results.

Website Design: Having a website that is visually appealing, user-friendly and optimised for performance is essential. We design and build websites that not only reflect your identity but also incorporate best practices in SEO, mobile optimisation and user insights to enhance engagement.

Transparent practices: We prioritise ethical marketing practices, which ensure your data usage builds trust and complies with regulations.

Continuous guidance and support: Our team provides strategic support, keeping you informed about the latest developments in marketing and how we can implement them effectively, whether this be website plug-in updates or updates to social media algorithms, we’re here to help!

Integrated systems like Apple Intelligence and Gemini are just the beginning of a new era in AI. These tools can empower businesses to engage with consumers, in ways that were previously unimaginable, however, there will be some bumps in the road – and this is where we’re here to help!
2025 is already shaping up to be a year of transformation, but the question is: Are you ready to embrace the future of marketing?