The next year years will likely bring about revolutionary developments in the dynamic field of marketing that will completely reshape the way companies interact with their customers.
The way that social media, artificial intelligence (AI), analog experiences, truth, and trust interact will determine the direction of marketing as we approach a new era. Five compelling predictions that provide essential insights into the challenges and possibilities that lie ahead have been detailed by Gartner’s analysts.
Social media’s decline & Consumer backlash (2025)
According to Gartner’s prediction, by 2025, 50% of customers will drastically reduce their usage of social media due to a perceived decline in platform quality. With its capacity to disseminate false information, the widespread use of GenAI has increased consumer anxiety.
More than 70% of customers expect AI to have a negative effect on social media, which would proactively lower platform engagement. Marketing executives need to plan ahead to effectively negotiate this shifting terrain. They should acknowledge how customer trust is changing and modify their social media tactics accordingly.
GenAI Will Strengthen Creative Ability (2026)
It is anticipated that 80% of creative talent will incorporate GenAI into their regular processes by 2026. This change will enable the quick production of tailored experiences and transform marketing inventiveness.
To fully utilize the strategic potential of GenAI, CMOs will need to modify their spending on both agency and in-house creative talent. As a result, the marketing sector will see a surge in creative initiatives that capitalize on the mutually beneficial link between human ingenuity and AI-powered productivity.
Protecting Brands from GenAI Fraud (2026)
By 2026, 60% of CMOs anticipate implementing strategies including content authenticity technologies, improved monitoring, and brand-endorsed user-generated content to combat the possible fraud unleashed by GenAI.
It will be crucial to create rules for the appropriate use of GenAI and incorporate capabilities that verify content authenticity into the technology. In order to develop openness and procedures that build confidence, brands need to work together with agency partners and vendors to require clear policies.
Brands Will Adopt Acoustic Positioning (2027)
Twenty percent of firms will set themselves apart from the competition by emphasizing the lack of AI in their operations and goods in response to consumer worries about AI that are becoming more and more pressing.
Targeting customers looking for a change from AI-driven experiences, this “acoustic” branding approach places an emphasis on ethics and genuineness. Appealing to a certain group of consumers who value openness and trust offers firms a chance to carve out a position in the market.
Organic Site Traffic Will Decline (2028)
By 2028, organic site traffic for brands will have significantly decreased by 50% or more as GenAI-powered search engines gain traction.
Proactively modifying their channel investments, CMOs should concentrate on keywords that drive conversions, content that is gated, and possibly even repurposing conventional channels like email. Maintaining brand exposure and revenue streams during this transition calls for a calculated strategy.
The inexorable advance of GenAI will shape the marketing landscape of 2024, presenting both opportunities and problems. CMOs and other marketing executives need to carefully manage these shifts, seizing AI’s potential and protecting their brands from changing consumer anxieties. The combination of creativity, technology, and authenticity will be essential to marketing success in the years to come as we set out on this revolutionary adventure.