At a time when consumers are demanding more personalised, seamless and responsive interactions with the brands they love, Artificial Intelligence (AI) is becoming an important cornerstone of the marketing industry. However, as the capabilities and uses of the technology expand, so do concerns about its ethical implications.
The transformative power of AI is undeniable, whether it is improving customer experiences or assisting marketers. From automating everyday administrative tasks and complex processes to delivering hyper-personalised content, AI is continuing to reshape a wealth of industries and redefine the way they operate. But with great power comes great responsibility.
In 2025, AI ethics will undoubtedly take centre stage, however with the potential for misuse and abuse, businesses will need to define and implement their own ethical frameworks to ensure responsible deployment of the technology. For marketers, making this ethical approach known to customers will be make or break in terms of building and maintaining brand trust. As many take a full steam ahead approach, organisations must consider weaving ethics in at the very beginning of their AI journeys, aligning with regulatory changes, and developing a long-term strategy for success.
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With ever-evolving technology, an increasingly fragmented media landscape, rapidly changing consumer behaviour and a multitude of other challenges, marketing just doesn’t seem to get any easier.
And, of course, there’s the risk of data overload and privacy concerns. Marketing teams have access to vast amounts of data – more than ever before – but effectively analysing and using it to personalise experiences without violating privacy regulations is a complex challenge.
Measurement is more important than ever but marketers will need to optimise in this era of privacy, warns Kate Bird, EMEA senior marketing director at Snap Inc.
She says: “Last year was a year of disruption for marketers – economic uncertainty and the prominence of Gen AI adoption stretched marketers’ energy and budgets. This climate will continue to proliferate in the new year.”
Economic pressures are forcing marketers to increasingly measure their success, and as such, they’re pushing budgets to the lower end of the funnel.
“But as a consequence, digital platforms are rising to the top, having captured 68.8% of the globe’s total ad spend market in 2024,” says Bird. “The platforms that can help marketers optimise their budgets by moving towards measurement like marketing mix modelling (MMM) whilst maintaining investment in awareness at the top of the funnel, will continue to hold influence and be rewarded with ad dollars and customer love.
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