US marketers bet big on Generative AI for 2025: trends and insights
Google’s decision to retain third-party cookies changes the role of Generative AI in marketing strategies.
The marketing landscape is undergoing a profound shift, with Generative AI emerging as a pivotal tool for marketers navigating a dynamic digital ecosystem. Following Google’s announcement to forgo fully deprecating third-party cookies, 59% of US marketers now see Generative AI as more critical than ever, according to a recent PrimeAudience study. Over half of those surveyed plan to increase their AI-driven marketing budgets by at least 16% in 2025.
Generative AI, or generative artificial intelligence, is a type of AI that creates new content and ideas based on the data it's trained on. It can produce text, images, videos, music, and other forms of data.
Generative AI has quickly proven its value, with 85% of surveyed marketers reporting positive impacts on their campaigns. The technology is celebrated for its ability to enhance data analysis (49%), improve audience targeting (45%), and deliver more personalized content (43%). This represents a transformative opportunity for marketers to refine strategies and achieve better ROI.
“Google’s most recent announcement highlights the unpredictability of the industry,” says Mateusz Rumiński, VP of Product at PrimeAudience. “By shifting focus towards Generative AI tools, marketers will be better positioned to withstand uncertainty. We are only scratching the surface of this technology’s potential in audience targeting and beyond.”
As Generative AI becomes central to marketing strategies, confidence among marketers remains high. PrimeAudience’s study found that 87% of respondents believe Generative AI has significantly improved their marketing outcomes. Additionally, 83% expressed confidence in their existing AI tools to help discover and engage new audiences.
With AI, marketers can focus on improving targeting and personalization to meet industry demands.
Patrecia Meliana
Key takeaways for marketers
Generative AI is changing marketing, especially in a post-cookie world where adaptability and precision are key. Marketers are increasingly turning to AI-driven tools to enhance targeting, boost personalization, and drive measurable results.
The key takeaways are:
- Generative AI is a strategic necessity post-cookie era
With Google’s decision to retain third-party cookies, Generative AI tools offer marketers a way to adapt and thrive through enhanced audience targeting, better data analysis, and personalized campaigns.
- Increased budgets reflect confidence in AI’s ROI
A majority of marketers (59%) are planning to significantly increase their investment in AI tools, with over half boosting budgets by at least 16%, signaling confidence in the technology's value.
- Proven benefits of Generative AI
A majority of marketers (85%) report tangible benefits from Generative AI, particularly in enhanced data analysis (49%), improved audience targeting (45%), and more effective personalization (43%).
- High confidence in AI’s future impact
Most marketers (87%) believe Generative AI has already improved their marketing outcomes, while 83% express confidence in their tools’ ability to discover and engage new audiences.
- Generative AI offers stability in an unpredictable industry
Experts, like PrimeAudience’s VP of Product, emphasize that Generative AI equips marketers to better navigate industry uncertainties, signaling its long-term relevance and value.
3 Generative AI tools for marketers
Generative AI tools are rapidly becoming indispensable for marketers seeking to elevate their campaigns. From content personalization to dynamic visuals, these tools empower businesses to connect with audiences more effectively and efficiently.
1. ChatGPT for Content Personalization
Marketers can leverage tools like ChatGPT to create highly personalized email campaigns, social media posts, and ad copy. This ensures messages resonate with target audiences, driving higher engagement and conversions.
2. Synthesia for Video Marketing
For dynamic video content, Synthesia simplifies the process of creating AI-generated videos tailored to specific demographics. Personalized videos can enhance brand storytelling and improve customer retention.
3. Adobe Firefly for Creative Design
Adobe Firefly’s AI-driven design capabilities empower marketers to create visually compelling ads, banners, and social media graphics, optimizing campaigns for maximum visual impact and engagement.
This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.
