Lessons from the rise of AI in 2024 and a pragmatic path for marketing in 2025

As 2024 draws to a close, it’s impossible to ignore the central theme that has shaped marketing and technology this year: artificial intelligence. From stunning advances in generative models to bold proclamations about the “agentic era,” the year was dominated by promises of transformation.

And yet, for all this enthusiasm, there is a significant gap between these bold visions and the day-to-day realities of most businesses. By teaching, consulting and participating in the Marketing Accountability Council (MAC), I spent the year at the intersection of these noble ambitions and practical constraints. I’ve seen first-hand how businesses, marketers, and students grapple with the demands of evolving technology and the relentless pace of change.

From these experiences, a message emerges: progress in 2025 will not come from massive advances but from progressive and thoughtful steps anchored in reality.

The Year of AI: Hype and Hope

It is no exaggeration to say that 2024 will be remembered as a watershed moment for AI. The year was marked by revolutionary advances:

Generative AI Breakthroughs: Tools like ChatGPT, Google’s Gemini 2.0, and MidJourney have become more sophisticated, promising deeper integration into business processes.

The agentic era: Futurists and technology leaders have painted a picture of AI systems that don’t just respond to commands, but anticipate needs and act autonomously.

Hyper-personalization and automation: Marketers have hailed AI’s ability to revolutionize the way brands interact with consumers, creating tailored experiences at scale.

These developments were simply extraordinary. And yet, during my discussions with companies and students, a glaring discrepancy emerged. While AI may be poised to transform industries, most organizations simply aren’t ready to harness its full potential.

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From navigation to AI-assisted information retrieval

Even more significant advances are underway. A recent prediction from futurist Jeremiah Owyang caught my attention: Over the next 24 months, AI agents will fundamentally change the way we access information online. Instead of manually browsing websites, AI agents:

Browse the Internet. Find exactly what we need. Complete tasks on our behalf, all through a single, easy-to-use interface.

This matches my class observations. When I asked students about their daily web use, most relied almost exclusively on platforms like Google and Amazon. They showed a preference for streamlined, efficient experiences – a trend that suggests the shift to AI-powered information retrieval is already underway.

For AI agents to thrive, websites will need to prioritize the metadata and architecture designed for these tools. It’s an exciting vision, but it also highlights the gap between the future we’re building toward and the current challenges most businesses face.

The gaps I saw

From my perspective, the barriers to adopting AI and other cutting-edge technologies are as much cultural and strategic as they are technical.

1. Technological infrastructure

Many organizations lack the foundational systems needed to support AI tools. Outdated technology stacks, siled data, and poor integration across platforms make even relatively simple AI implementations daunting.

For example, a student-led audit of Zara’s website revealed fundamental issues with navigation and search functionality. Zara, despite its dominance in the fast fashion sector, struggles to deliver a seamless digital experience, making it clear that fundamental gaps need to be addressed before implementing hyper-personalized AI solutions.

2. Cultural resistance

Adopting AI is not just a technical challenge: it is a cultural challenge. Bold changes often require buy-in from all departments, but many organizations remain siled, reluctant to take risks and slow to adapt. Teams fear automation will threaten jobs, while executives are hesitant to invest without a guaranteed return on investment.

3. Consumer preparation

While some consumers embrace AI, others remain skeptical or uneasy. Privacy concerns, distrust of algorithmic decision-making, and the desire for human connection create significant obstacles for brands looking to integrate AI into their customer-facing operations.

4. Short-term thinking

Economic pressures have forced many businesses to adopt a reactive attitude. A focus on immediate wins, like reducing costs or boosting short-term sales, often comes at the expense of long-term strategic initiatives like AI adoption.

Lessons from 2024: bridging the gap

If 2024 has taught us anything, it’s that the best solutions aren’t about disruption per se, but rather about iteration.

Iterative innovation in action

Let’s take Zara as an example. My students proposed an AI-powered assistant, Zoey, to help the company close its digital gaps in manageable steps:

Phase 1: Introduce a basic AI-powered search tool to improve navigation and reduce user frustration.

Phase 2: Implement AI systems that analyze browsing and purchase history to provide personalized recommendations.

Phase 3: Evolve Zoey into a virtual style advisor, seamlessly integrating into the shopping experience.

This incremental approach reflects the reality that radical transformations rarely succeed. Starting small and building gradually allows companies to test, learn and refine before scaling up their efforts.

The power of empathy

A recurring theme this year has been the importance of empathy, not only for consumers but also for organizations themselves. Companies don’t resist change because they lack ambition; they are limited by the realities of their operations. Solutions that recognize these constraints are much more likely to succeed.

For example, another group of students proposed using AI to help Zara align its sustainability messages with consumer values. Their idea? Start with a single product line, using AI tools to track and display environmental impact before expanding the initiative brand-wide. By respecting business boundaries while meeting customer priorities, this solution demonstrated the value of empathy-driven design.

Themes for an iterative 2025

Looking ahead to 2025, here’s what I hope to see in marketing:

1. Empathy as a strategic imperative

Empathy isn’t just a feel-good concept, it’s an essential business strategy. Businesses that understand their customers’ needs and fears will build stronger connections and greater trust.

2. Iteration on revolution

The myth of overnight transformation needs to go. Whether it’s adopting AI, improving website functionality, or rethinking personalization strategies, the focus should be on incremental progress. Small, meaningful improvements build momentum and reduce the risk of failure.

3. Trust and transparency

Trust is the currency of 2025. As AI is increasingly integrated into marketing, companies must be transparent about how these systems work and the data they use. Clear communication, strong privacy protections and a commitment to ethical practices will be non-negotiable.

4. Community and connection

The shift from transactional marketing to community building will continue. Consumers want brands to create spaces for authentic engagement, not just one-way broadcasts. Brands that foster meaningful connections will thrive in this next phase of marketing.

Dig Deeper: Marketers must adapt to a changing world

Hopes for the future

As we enter 2025, I am hopeful for what lies ahead for marketers, businesses, students, and the industry as a whole. For businesses, I hope they take a clear-eyed look at their capabilities, focusing on solving core issues like usability, personalization, and transparency rather than following passing trends.

For marketers, I hope we continue to recognize the immense responsibility of our work – to shape perceptions, build trust and create value – and approach it with thoughtfulness and integrity. For students and future leaders, I hope they learn the lessons of 2024: balancing bold ambition with grounded strategy, leading with empathy, and remaining open to change.

For my part, my goal is to continue to bridge the gap between vision and execution, contributing to meaningful conversations and solutions through teaching, consulting, and continued collaboration with the Marketing Accountability Council (MAC ). MAC is dedicated to fostering transparency, fairness and accountability in marketing practices, and being part of this mission has reinforced how essential it is to align bold ambitions with ethical principles. Together, we have the opportunity to make 2025 a year where marketing not only innovates, but truly serves people and communities with integrity.

Moving forward

2024 has shown us that even though technology evolves rapidly, the most enduring aspects of marketing remain rooted in people: understanding their needs, building their trust and creating value.

The path to success in 2025 is not about chasing the new; it’s about focusing on what matters. Progress will not come from grandiose promises but from consistent, thoughtful efforts.

Here’s to a year 2025 defined by progress, connection and meaningful change.

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