Future of Marketing: Insights from Duval Union’s Experts on 2025 Trends
As we look towards 2025, it’s clear that marketing is evolving at a rapid pace. Emerging technologies, changing consumer expectations, and privacy regulations are shaping the future landscape. At Duval Union, we’ve gathered insights from our experts across our network to highlight the key trends and how they will impact brands. Here’s what our leaders envision for the future of marketing.
1. Building empathy with AI is the new frontier
Insight from Klaus Lommatzsch, Founder, Duval Union
“I believe we will see an increase in empathy from brands. With advancements in AI and hyper-personalization, companies will connect with clients on a near-individual level. These technologies will help marketers be more attuned to customer needs by interpreting previously unpredictable datasets. Customers will feel that their brand truly understands them, removing obstacles in the fulfillment process. Additionally, I expect to see more one-click transactions and even voice-command purchases, further streamlining the entire buying experience.”
In 2025, AI won’t just drive efficiency—it will bring brands closer to understanding and empathizing with their customers on a deeper level. This personalized approach will enhance customer loyalty and create smoother, more intuitive experiences across digital touchpoints.
2. Co-creation with influencers is the future of brand storytelling
Insight from Mie Van der Auwera, Managing Partner, MMBSY
“Here’s the truth: co-creation with influencers is no longer just a trend—it’s the future. As audiences become savvier and more selective about the content they consume, authenticity and relevance are key. Co-creation allows brands to move beyond mere promotion and create content that resonates, educates, and inspires. Influencers aren’t just spokespeople—they are partners in building the future of brand storytelling. Brands that adopt a co-creative approach will not only break through the noise but become indispensable parts of their communities.”
MMBSY sees co-creation as the way forward. By working closely with influencers, brands can foster trust, creativity, and meaningful engagement, building campaigns that resonate deeply with target audiences.
3. The rise of CGI and "Fake" advertising
Insight from Wim Segers, Founder, Engaged
“AI is, of course, the obvious trend, but another interesting shift is the rise of CGI ads and ‘Fake’ advertising. Consumers are responding well to AI-generated concepts and content that doesn’t necessarily need to be real. These ideas not only grab attention but also showcase the brand’s vision, identity, and ambitions.”
The focus is shifting towards unique, CGI-driven content that captures attention in surprising ways. By embracing the creative possibilities of CGI and “fake” advertising, brands can stand out while building a strong brand narrative.
4. Zero-click marketing for SMEs
Insight by Nickolas Delanghe, Founder & Partner, Media-Architect & Event Market
“I believe we should prioritize zero-click marketing for SMEs. This approach aligns perfectly with the needs of SMEs, as we can directly assist them in implementing it. SMEs truly benefit from this strategy, and it reminds me of the advice we gave back in 2019, prior to COVID, when we emphasized the importance of digitalization for SMEs.”
As digital transformation continues, zero-click marketing will empower small and medium enterprises to reach audiences directly, without requiring additional clicks or redirects. This approach provides SMEs with accessible, efficient ways to increase their reach and visibility online.
5. Zero-party data and privacy-first marketing
Insight from Johan Parmentier, CEO & Partner, Berlin Creative Studio
“My guess (next to personalized AI but hey, what’s new?) is Zero-Party Data and Privacy-First Marketing. As data privacy regulations tighten and third-party cookies phase out, brands will turn to zero-party data, where customers willingly share their preferences and information.”
In an era of data privacy, zero-party data will be crucial for brands aiming to build trust and drive personalized experiences. This privacy-first approach ensures that customer relationships are built on transparency and value.
6. The impact of AI in hyper-personalized marketing
Insight from Jacques Recourdon, Managing Partner, Glickman
“In 2025 and beyond, AI will be pivotal in almost all marketing strategies. Machine learning algorithms will process extensive datasets to forecast consumer behavior, enhance ad budgets, and automate intricate marketing operations. Specifically, hyper-personalization will become standard, delivering the right message to the right person with extraordinary precision.”
As we enter a new era of AI-driven marketing, hyper-personalization will become the norm. Marketers will use AI to deliver tailored content, product recommendations, and customer experiences, driving higher engagement and loyalty.
7. Marketers will be strategy-focused as AI leads marketing operations
Here is my take. As AI advances, its role in marketing will expand beyond just automation to handling complex operations with AI agents for multivariate testing, campaign optimisation, content curation and distribution. By streamlining these processes, AI allows marketers to focus on high-level strategy, creativity, and building authenticity. This shift will reshape marketing teams, encouraging a focus on strategic insights, bold creative directions, and a deeper understanding of audience needs.
With AI driving the operational side, marketers are better positioned to innovate and design strategies to resonate and adapt in real-time, achieving greater impact with agility and precision.
Preparing for the future of marketing
The future of marketing is exciting, filled with new opportunities and challenges. As AI, data privacy, and co-creation reshape the landscape, brands that adopt these innovations will connect more deeply with audiences, enhance agility, and drive sustainable growth.
Ready to position your brand at the forefront? Reach out to Duval Union for strategies to make a lasting impact.
