AI Enhances Marketers’ Pursuit of Genuine Engagement: A Comprehensive Study
According to HubSpot’s latest State of Marketing 2025 report, rapid adoption of AI by marketers is enabling them to experiment with various strategies while placing a greater emphasis on authenticity.
Derived from a survey of 1,200 marketing executives, the report suggests that 2025 will be characterized by the refinement of ongoing marketing trends. Alongside heightened AI integration into marketing activities, both B2B and B2C sectors will increasingly target Millennials and Gen Z, as well as adopt brand-centric marketing practices.
Unsurprisingly, the report highlights that “AI-driven marketing is facilitating smoother growth and illustrates the ongoing incorporation of AI into operational processes. Marketing professionals are leveraging AI for analyzing data and repurposing content, which allows them to engage with audiences more personally using rich content.” However, it underscores that “a data-driven marketing plan is essential, while being mindful of data privacy remains critical.”
Explore further: Insights into Data, AI, and advertising: Predictions for 2025
The report stresses the importance of reaching out to Millennial and Gen Z demographics, declaring that “marketers are amplifying their efforts towards Millennial and Gen Z audiences.” This is hardly news; these generations have been at the forefront of consumer trends for several years, necessitating refined strategies that emphasize authenticity and core brand principles.
The Pursuit of Authenticity among Millennials and Gen Z
This commitment to authenticity goes beyond age groups. The report notes that “Companies are increasing their investments in brand-driven marketing, and authenticity strikes a chord.” This aligns with the growing significance of the creator economy, highlighting the importance of collaborating with influencers who genuinely resonate with their communities.
This scenario also positions brands uniquely, especially if their genuine beliefs clash with the incoming administration’s stance. While Mr. Trump hasn’t shied away from publicly contesting businesses he disagrees with, he secured his election victory by a narrow margin of only 1.5%. This dynamic means brands will need to navigate between the president’s opinions and the substantial opposing viewpoints.

The Evolution of Visual Storytelling
The report also points out the surge in visual storytelling, stating, “We have entered a phase where visual brand narratives thrive, and the creator economy is flourishing.” This isn’t an abrupt shift, but rather a continuation of a trend that has been evolving for some time.
The prominence of platforms such as YouTube, Instagram, and TikTok amplifies the need for eye-catching visuals and engaging stories. According to the report, “The content formats identified by marketers as providing the highest ROI include short-form videos (21%), images (19%), and live-streamed videos (16%), prompting a focus on increased investments in these areas.”
While the report may not present shocking revelations, it serves as an important reminder of the ongoing evolution of the digital marketing landscape. The main takeaway? Those who master the integration of AI with human creativity and strategic insight will emerge as the most successful in creating genuine brand experiences.
The comprehensive report is available here. (Registration required)
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