There’s a lot ahead of us in the marketing landscape this year. Emerging technologies, shifts in consumer behavior and the enduring need for authenticity present both opportunities and challenges for marketers. We’re keeping a close eye on trends that will shape the calendar year (and beyond). Here’s what we see as the key drivers for successful marketing strategies in 2025 — plus insights on what to prioritize, innovate and avoid.

The AI revolution: A tool, not a replacement

Artificial intelligence remains at the forefront of marketing innovation, offering tools that can streamline workflows, enhance personalization and generate insights at scale. In 2025, marketers must balance the immense potential of AI with a thoughtful approach to implementation.

What to know: AI is no longer just for automating tasks. Tools like ChatGPT, DALL-E and predictive analytics software can create hypertargeted campaigns, draft content and even analyze consumer behavior. However, their effectiveness depends on strategic oversight.

What to do:

  • Leverage AI to enhance creativity, not replace it. For example, AI can generate data-driven insights to inform your content strategy while human teams craft the storytelling.
  • Use AI to create personalized experiences, such as dynamic email campaigns or custom website experiences that adapt to user behavior in real time.
  • Embrace AI-powered tools for audience segmentation, predictive analytics and A/B testing.

What to avoid:

  • It’s best not to rely on AI-generated content without a human touch. Consumers can often detect — and reject — content that feels robotic or inauthentic.
  • Be mindful of ethical concerns, like data privacy and algorithmic bias. What do you need to build trust? Two key things are transparency and accountability.

Platform usage: Where to be (and where to go next)

The digital platform landscape continues to shift, with certain platforms solidifying their dominance while others fall out of favor. Understanding where your audience is and how they interact with content is essential.

Which platforms are here to stay?

  • YouTube: Long-form video is still thriving, making YouTube essential for brands with storytelling or tutorial-based content.
  • LinkedIn: B2B marketing is finding new momentum on LinkedIn, with its expanded tools for newsletters, articles and creator features.
  • Meta (Facebook and Instagram): While competition is fierce, these platforms still dominate for reaching a broad demographic range.

NOTE: Given recent developments surrounding TikTok in the United States, its future remains uncertain. President Donald Trump has signed an executive order to delay a nationwide ban on TikTok, but the platform's long-term accessibility is still in question. Given this uncertainty, marketers should consider diversifying their social media strategies. While TikTok has been a powerful tool for engaging younger audiences, exploring alternative platforms can help mitigate potential disruptions.

Emerging contenders:

  • Threads: Meta’s alternative to X (formerly Twitter) has yet to prove its long-term value, but it’s worth monitoring for opportunities in conversational marketing.
  • Niche platforms: Apps like BeReal emphasize authenticity and smaller-scale interactions, appealing to audiences tired of highly curated feeds.
  • Bluesky: As users seek alternatives to X/Twitter, Bluesky is emerging as a potential contender. Its steady growth signals a platform worth watching in 2025. Trilix continues to assess its viability for brands looking to engage in real-time conversations.

What to avoid: Be careful not so spread your efforts too thin across every platform. Instead, focus on where your audience is most active and tailor your content to fit the platform’s unique style and tone.

Authenticity: The nonnegotiable

In an era of information overload, consumers crave real connections with brands. Authenticity isn’t just a buzzword — it’s a requirement for building trust and loyalty.

What it looks like in 2025:

  • Transparent storytelling: Consumers want to know the “why” behind your brand, from sourcing and sustainability to mission-driven initiatives.
  • User-generated content: Audiences trust their peers more than polished brand campaigns. Encourage customers to share their experiences and amplify their voices through your channels.
  • Humanized marketing: This goes beyond using a conversational tone. Show the people behind your brand and highlight their expertise and personalities.

How to keep content authentic:

  • Lean into imperfect moments — they make your brand relatable.
  • Avoid trends that don’t align with your values or voice. Chasing every fad can make your brand seem inconsistent.
  • Balance automation with genuine human interaction, especially in customer service and social media engagement.

The return to first-party data

As third-party cookies are phased out, first-party data is more critical than ever for understanding and reaching your audience. Building trust with your audience in exchange for their data will be key.

How to adapt:

  • Invest in tools that help you gather and analyze first-party data, such as email sign-ups, surveys and loyalty programs.
  • Communicate the value of data sharing, including the benefits users receive in exchange for their information.

Purpose-driven marketing

People want to believe in your brand. Purpose-driven marketing — highlighting your social responsibility, environmental efforts or community involvement — can strengthen emotional connections with your audience.

  • Tip: Ensure your actions back up your words. Audiences are quick to call out performative marketing efforts that lack substance.

Lessons from these trends: How to apply them across industries

The principles behind these trends aren’t exclusive to any one sector. Whether you’re marketing sports, health care, retail or nonprofits, the following universal takeaways can help guide your strategy.

  • Stay adaptable: Embrace innovation while staying grounded in your core brand values.
  • Lead with authenticity: Be transparent and consistent in your messaging.
  • Focus on audience insights: Go beyond surface-level demographics to truly understand your audience's needs, behaviors and motivations.

At Trilix, we’re constantly exploring ways to combine innovation and authenticity to help brands tell their stories in impactful, meaningful ways. By understanding the emerging trends and applying them strategically, you can position your brand to thrive in 2025 and beyond.