You’d be hard pushed to find a 2025 predictions article that doesn’t mention AI, especially for marketing and martech. AI will of course continue to be a key trend in 2025. Everyone wants to be involved in its use, but marketers are now focusing on how to use it – therefore, we’ll begin to see more concrete use cases. Equally, expect to see the AI hype die down, as demonstrated by the Gartner Hype Cycle – the initial wave has passed, a period of disillusionment is occurring, and AI will now become more mainstream in different forms. But it’s not the only trend to watch out for. The tough economic landscape is driving marketers to rethink how they can best optimise their tools and campaigns, while technology providers have reacted to this with new B2B platforms and offerings this year, the results of which are likely to be felt in 2025.

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