The tech industry has already kicked off 2025 with a splash at CES and as tech marketers look to the year ahead most conversations start with AI.
“I see a lot of marketing trends emerging around AI in 2025. We know AI can analyze data and we also know customers respond better to personalization,” says Emily Ketchen, CMO and VP of intelligent devices group and international markets at Lenovo. “I think we’ll see marketers use AI to create even more personalized content and targeting. I expect to also see brands use AI to tailor suggestions for customers as well as the emergence of self-adjusting campaigns based on consumer feedback. Responsible and transparent use of AI will continue to be a hot topic, and how marketers integrate AI use to augment and assist instead of replace will be important.”
Don McGuire, chief marketing officer at Qualcomm, says that as AI tools become more commonplace in tech marketing, we will see these tools become more agentic rather than prompted as they are now.
“More people and companies have started testing out different AI tools, and looking ahead, we see the interface for how we interact with these tools evolving so they’re even more deeply ingrained in workflows,” he says. “As AI runs at the edge – both on-device and in the cloud – it will evolve and become more fluid, anticipatory of needs, and multi-modal, rather than needing to be prompted with a query, making workflows even more seamless. Humans will always drive the AI and control the final product, but continuing to utilize these tools at scale will enable marketers to offload menial tasks, freeing up time to focus on the strategy and creative.”
“In 2025, marketing organizations will see the true benefits of AI and automation at scale by moving from pilots to production, powering everything from complex content supply chains to optimizing media performance in real time,” says Jonathan Adashek, SVP, marketing and communications at IBM. “Yet, content creation and data analytics are just the tip of the iceberg. We will start seeing the real promise of AI and its potential to completely transform how marketing is getting done, drive productivity and help these teams unlock efficiency. 2025 will be the year we become a world-class marketing team enabled by AI.”
As tech becomes more commonplace in every aspect of our lives, people will be desiring ways to unplug and connect in real life.
“We’re at a fascinating crossroads where technology connects us, yet overuse leaves us yearning for meaningful interactions,” says Melissa Hobley, chief marketing officer at Tinder.
“Across industries, tech brands are recognizing this duality and focusing on tools that bridge the gap between online and offline worlds. From dating apps to social media platforms, the challenge is to create features that not only connect users but also inspire real-world engagement.”
“At Tinder, we’re leaning into the shift toward real-life connections by creating experiences that extend beyond the app,” she adds. “Think Tinder Passport, where users can match in different cities and plan IRL trips, or Tinder’s Swipe Off competition, a campaign that brings winning college students together through concerts. We’re also making waves with It Starts With a Swipe events, partnering with iconic experiences like Smorgasburg and Chaotic Singles Parties to encourage authentic face-to-face interactions. We’re proving that while we’re a digital brand, IRL connections are just as important. The challenge and opportunity here lies in creating tools and experiences that not only connect users but inspire them to build real-world relationships that are memorable and impactful.”