The role of AI in marketing: industry expert predictions and insights for 2025
Industry experts predict a future where AI and human insight work hand-in-hand to boost marketing.
The marketing world is entering a new phase as artificial intelligence (AI) becomes a standard part of daily operations. With 81% of marketers already using tools like OpenAI’s ChatGPT or Google’s AI Gemini, AI is no longer optional. Looking ahead to 2025, brands face the challenge of using AI effectively while staying true to their human side.
CleverTap’s recent AI customer engagement report shows that 64% of marketers use AI to create personalized, real-time customer experiences. Content teams are leading the charge, with 71.4% saying they rely on AI for tasks like creating visuals, videos, and immersive campaigns.
Marcus Chew, Chief Managing Officer of Lazada, highlights the potential, “By 2025, generative AI will be a cornerstone of creative marketing, transforming how brands conceptualise and produce content,”. Chew also adds that “This shift will lead to an explosion of unique, hyper-relevant content that captures audience attention while cutting production costs and timelines.”
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Despite its benefits, relying too much on AI could backfire. Over-automation risks losing the personal touch that audiences value. Alex Goh Peng Hui, Head of Marketing at MR DIY Malaysia, warns, “The real challenge? Keeping the human element alive. Brands that master the balance between intelligent automation and authentic creativity won't just stand out, they’ll win consumers' hearts.”
Authenticity will remain key to connecting with audiences. Rudy Khaw, CEO of AirAsia Brand Co., agrees and stresses that brands need to focus on genuine relationships. “Authenticity is here to stay, and I really mean authenticity, not "pretend", "advertising" nor "buzzword" authenticity (fauxthentic)” Khaw highlights.
At the same time, creativity will play a bigger role than ever. AI can help with speed and efficiency, but human creativity will still be needed to tell stories, spark emotions, and build lasting bonds with audiences.
Another major challenge for marketers in 2025 will be pricing. Madhav Nayak, Chief Managing Officer of Yum! Brands, explains the importance of staying flexible. “For marketers, this means that walking the tightrope of volume/transaction led growth while delivering profitability will become more challenging — and necessitate a nimble and holistic approach to pricing.”
This means that the collaboration between the supply chain and finance teams will be increasingly important to ensure prices are fair for customers and make the right investment decisions. Understanding what customers value most—and offering more than just low prices—will be essential for building trust and loyalty.
Implications for marketers
Marketers will need to combine AI tools with personal creativity to create content that connects with their audiences. Instead of focusing solely on efficiency, brands should aim to provide meaningful, personalized experiences.
In addition, staying competitive will require marketers to pay close attention to pricing. Working across teams and keeping a pulse on customer needs will be critical for navigating economic challenges in 2025 and beyond.
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