5 August 2026

10 Must-Know Marketing Trends for 2025

With the accelerating pace of technological advances and rapidly changing consumer expectations, marketing professionals will need to adapt to a constantly changing environment.

Fromartificial intelligence to sustainability, social commerce, and omnichannel retailing, the trends for 2025 are reshaping the landscape of modern marketing.

The DATASOLUTION editorial team offers an in-depth analysis of the major trends that will shape brand strategies, based on reports Forrester and Kantar.

1. Artificial Intelligence and Automation: Toward Advanced Personalization

Artificial intelligence ( AI) is becoming indispensable.

By 2025, it will play a key role in automating marketing campaigns, analyzing customer behavior, and optimizing user journeys. AI-powered chatbots, such as those on WhatsApp and Messenger, will offer 24/7 service while reducing costs.

However, transparency will be crucial: 43% of consumers say they do not trust AI-generated ads ( Source: Kantar).

Brands will need to ensure the provenance and integrity of the data they use. For example, solutions such asfirst-party data will offer a reliable alternative to the phase-out of third-party cookies.

2. Video: Content Is King

Video content will continue to dominate marketing strategies.

Platforms like TikTok, Instagram, and YouTube favor short, interactive formats that quickly capture viewers’ attention.

Live streaming—particularly in Asia, with successes such as Taobao Live in China—will also be a major driver for brands, enabling them to combine engagement with direct conversion.

In addition, interactive videos will include shopping features or polls to enhance user engagement.

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Social media platforms like TikTok and Instagram are no longer just content platforms—they are becoming marketplaces.

With features such as direct purchasing from a post, consumers can complete their shopping journey without leaving the app.

A striking example is the success of live shopping campaigns, such as Made by Mitchell’s campaign on TikTok Shop, which generated $1 million in sales in just 12 hours.

4. Sustainability: A Strategic Imperative

Sustainability will become a key factor for consumers, with 93% of them wanting to adopt a more responsible lifestyle ( Source: Kantar).

However, brands are still struggling to turn their sustainability initiatives into appealing offerings. The companies that will succeed are those that integrate these values into their concrete actions, such as adopting recyclable packaging or ethical production practices.

For example, PepsiCo has stated that sustainability must be a company-wide priority, not just a marketing function.

5. Ethical Marketing and Transparency: A Growing Demand

Faced with growing skepticism toward traditional advertising and data collection strategies, companies will need to adopt more honest and responsible practices to build trust.

This includes clear communication about product origins, business practices, and environmental impacts.

Brands that openly share their social and environmental initiatives—while acknowledging their challenges and progress— will strengthen their credibility.

This ethical marketing goes beyond image: it reflects a transformation in the way companies create long-term value for their customers and society as a whole.

Consumers are looking for brands that align with their values and can demonstrate their positive impact in a tangible way.

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6. Omnichannel Customer Experience: An Essential Integration

By 2025, consumers will demand consistent and seamless experiences across the physical and digital worlds. Omnichannel strategies will enable brands to meet this demand, whether through customer journeys that incorporate click-and-collect, in-store experiences enhanced by augmented reality, or interactions via instant messaging.

Companies like Sephora are leading the way by incorporating virtual try-ons using AR tools, thereby enhancing their appeal and in-store effectiveness.

7. Content Creators: Community Builders

Content creators will play a central role in marketing. In 2024, the creator economy was estimated at $250 billion and could reach $480 billion by 2027. (Source: Goldman Sachs)

Brands that collaborate with authentic designers will enhance their distinctiveness and credibility.

In the United States, creator-led content campaigns have delivered results 4.85 times higher than average benchmarks in terms of brand differentiation (Source: Kantar).

8. Retail Media Networks: A New Frontier in Ad Targeting

Retail Media Networks (RMNs), such as those operated by Amazon or Walmart, enable brands to deliver highly targeted ads using retailers’ first-party data.

These networks will account for a growing share of advertising budgets in 2025, particularly in the consumer packaged goods (CPG) sector.

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9. The Metaverse and Augmented Reality: Immersive Experiences

The metaverse and augmented reality will offer unique opportunities for customer interaction. Companies like Nike have already launched virtual stores where users can explore and customize products in an immersive environment

These initiatives will strengthen customer engagement and open up new sales channels.

10. User-Generated Content: A Driver of Authenticity

User-generated content (UGC) will remain a powerful marketing driver in 2025. Campaigns like Apple’s #ShotoniPhone demonstrate how brands can engage their communities to create authentic and compelling content.

Visual testimonials and consumer reviews will help build trust and credibility for brands among an increasingly skeptical audience.

Forecast trends for 2025 show a clear convergence between technological advances, societal values, and growing consumer expectations for experiences that are innovative, responsible, and authentic.

In a world increasingly saturated with information and options, the brands that will stand out are those that embrace these changes with boldness and pragmatism.

Artificial intelligence, sustainability, omnichannel strategies, and inclusion should not be viewed as mere trends, but as strategic pillars capable of profoundly transforming the relationship between businesses and their audiences.

By anticipating these changes and incorporating practices aligned with these trends, companies will not only meet current expectations—they will pave the way for sustainable growth and greater customer loyalty, while building meaningful connections in an ever-changing marketing landscape.