Insights 2025 Marketing Trends: The Human Experience

As 2025 brings new strategies, tools, and trends, it’s clear that personalisation, tech-driven innovation, and human connection are taking centre stage within the marketing industry.

From the (expected) dominance of AI to the influence of Gen Alpha, here’s a closer look at the top trends set to shake things up this year.

AI: your new marketing sidekick: use with caution

Artificial intelligence (AI) isn’t just a buzzword anymore; it’s the engine driving the future of industry progress.

In 2025, AI is doing more than just crunching numbers – it’s creating hyper-personalised content, automating customer service, and helping brands predict what their customers want before they even know it themselves.

Imagine dynamic pricing that adjusts to demand, ad copy so intuitive it feels personal, or recommendation algorithms that seem to read your mind. Pretty cool, right? But what does it mean for the industry? 

The real trend comes from knowing that automation can’t replace authenticity.

The brands that win will be the ones that use AI to work smarter – without losing the human touch. When you can create content at the click of your fingers, it’s tempting to introduce AI into your workflow without sparing a thought for the consequences. 

Before automating any tasks, consider what you actually want to achieve when using AI.

Is it to reduce time spent on repetitive tasks? Or do you just want to decrease the hours you spend researching? Regardless of what you want to achieve, take a step back and think about how you will consistently provide a personalised experience that adds value for your customers. 

Voice search & social search: the new frontiers

“Hey Siri, where’s the best coffee shop near me?”

If that sounds familiar, you’re already a part of the voice search wave. This year, marketers are upping their game by optimising for natural, conversational queries. Long-tail keywords and more human-like phrases are the way to go!

Meanwhile, social platforms are stepping into search engine territory.

Instagram, TikTok, and Pinterest aren’t just for scrolling anymore. They’re where people go to find products, plan trips, and even learn new skills. Brands that nail in-app SEO with hashtags, killer visuals, and engaging content will thrive in this space.

Employee-generated content (EGC)

We’ve said it before and we’ll say it again. Influencers are still around, but there’s a new kid in town: Employee-generated content.

When employees share what it’s like to work for a company or showcase its products, it feels real. It’s genuine, relatable, and gives your brand a big boost in authenticity.

From LinkedIn posts about company culture to Instagram reels showing a day in the life at work, EGC highlights your brand’s personality while making employees feel valued. Just be sure to give your team the tools and training they need to stay aligned with your brand values!

Gen Alpha: your future customers are already here

As Kristin Patrick, the chief marketing officer at Claire’s, explained, “If you think that these kids are not influencing buying habits and parental decision-making, have another look.”

Say hello to Generation Alpha – the kids born after 2010 who’ve never known a world without smartphones, social media, and streaming.

With 87% of Millennial/Gen Z parents claiming Gen A influence the products they purchase, in 2025, this tech-savvy generation is already influencing household buying decisions, and they expect brands to keep up.

If Gen Alpha aren’t your brand’s target demographic right now, they will be eventually.

To connect with Gen Alpha, think interactive and immersive. Augmented reality (AR) try-ons, gamified campaigns, and socially responsible branding are all table stakes. 

This generation also cares deeply about global issues, so they’ll align with brands that reflect their values. Think of it as a mini influencer constantly promoting a brand they like to an audience, but it happens to be 24/7 and to their parents.

Ignore them at your peril…they’re shaping the trends of tomorrow.

Precision meets privacy with data-centric marketing

Of course, data still reigns supreme. But in 2025, how it’s used is just as important as what it tells you.

Customers want personalisation, but they’re also more aware of privacy concerns than ever before. Brands need to strike a balance, using data to deliver tailored experiences while staying transparent about how it’s being used.

Leverage first-party data and tools like customer data platforms (CDPs) to create seamless, customer journeys. Most importantly, make sure your customers know how sharing their data benefits them. Trust is your ultimate golden ticket to today’s modern marketing. 

The human experience

Amid all the tech and algorithms, one thing hasn’t changed – people still crave connection. In 2025, the brands that stand out will be the ones that go beyond the metrics and focus on creating meaningful experiences.

This doesn’t mean ditching innovation. It’s about using it thoughtfully. Host live Q&A sessions on Instagram. Share behind-the-scenes stories about your team.

Use storytelling to connect emotionally with your audience! At its heart, marketing isn’t just about selling; it’s about building relationships.

Ready for the future?

Marketing in 2025 will be a mix of cutting-edge tech and timeless human connection. From AI and voice search to EGC and Gen Alpha, the opportunities are endless. The key is to stay flexible, keep your audience at the centre, and never lose sight of the human element.

What trend will you dive into first? It all depends on your business and what you offer. Whether it’s data-centric strategies or the power of storytelling, now’s the time to level up your marketing game.