AI continues to help marketers in their quest for authenticity: report

Marketers’ rapid adoption of AI is allowing them to try different strategies and focus more on authenticity, according to HubSpot’s new State of Marketing 2025 report.

The report, based on a survey of 1,200 marketing executives, predicts that this year will be about refining existing marketing trends. In addition to the increased integration of AI into workflows, in 2025, B2B and B2C will focus more on Millennials and Generation Z, as well as brand-focused marketing.

While this is no surprise, as the report states, “AI-driven marketing leads to easier and faster growth and highlights the increasing integration of AI into workflows . Marketers use AI for data analysis and content reuse, giving them time to engage audiences in a more personal way with rich content. However, this reinforces the fact that “data-driven marketing strategy is no longer an attractive option, but data privacy is a concern.”

Dig Deeper: Data, AI and advertising: 2025 forecasts

The report highlights the need to target Millennials and Gen Z, stating that “marketers are focusing more on Millennial and Gen Z audiences.” Again, this is not breaking news. These generations have been shaping consumer trends for years, and their digital savvy requires sophisticated strategies that prioritize authenticity and brand values.

Millennials, Gen Z and the quest for “authenticity”

This emphasis on authenticity extends beyond generational demographics. However, as the report notes, “companies are increasing their investments in brand-focused marketing, and authenticity is resonating.” This corresponds to the growing importance of the creator economy. It’s important to work with influencers who truly connect with their audience.

It will also put brands in an interesting position if their authentic values ​​come into conflict with those of the new administration. Although Mr. Trump is quick to denounce companies he disagrees with, he only won the election by 1.5 percent. This means that brands will have to oscillate between the views of the president and those of a significant opposition.

Source: HubSpot State of Marketing 2025

Visual storytelling: a continuing evolution

The report also highlights the rise of visual storytelling, stating: “We have entered the era of branded visual storytelling and the creator economy is thriving. » Again, this is not a sudden disruption but a continuation of a trend we have seen for years.

The dominance of platforms like YouTube, Instagram and TikTok highlights the need for compelling visuals and engaging narratives. The report also notes that “the content formats that marketers say deliver the highest ROI are short-form videos (21%), images (19%), and live streaming videos (16%). ), and marketers plan to invest more in it.

While the report doesn’t reveal any groundbreaking news, it serves as a valuable reminder of how the digital landscape is evolving. The key point to remember? The biggest winners in marketing will be those who can use AI to combine human creativity and strategic thinking to create authentic brand experiences.

The full report can be viewed here. (Registration required)