Marketing Trends for 2025: AI, Authenticity, and Evolving Consumer Preferences

Jennifer Brennan, Founder and CEO of Thrive Marketing and a graduate with a Bachelor of Business Studies from DCU, was honoured to be invited by DCU Business School to share her insights for last months #IndustryCorner. Drawing on her extensive experience in marketing strategy and innovation, Jennifer explores the trends that will shape the marketing world in 2025.


As we head into 2025, the marketing landscape continues to transform, driven by technological innovation and changing consumer behaviours. Here are the key marketing trends we expect to dominate in 2025 and beyond:

AI with Authenticity Artificial intelligence will revolutionise marketing with hyper-personalised content, predictive analytics, and task automation. However, as consumers increasingly prioritise authentic, humanised interactions, brands must balance AI efficiency with genuine communication, ensuring AI tools enhance trust and align with values.

Disruption to Search Behaviour and SEO
The evolution of search behaviour will accelerate with Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO). Content must adapt for AI platforms like chatbots and virtual assistants providing conversational responses.  Brands need to innovate to maintain visibility in complex search ecosystems.

Short-Form Video Dominance
With shrinking attention spans and platforms like TikTok and Instagram expanding their reach, short-form video will remain a key engagement tool. Brands must invest in concise, creative storytelling that captivates audiences in seconds…no small feat!

Soundless Advertising
As soundless video consumption rises, advertising strategies will prioritise visual storytelling through captions, bold visuals, and animations to effectively communicate in muted environments.

Executive Engagement on Social Media
Executive participation on platforms like LinkedIn is set to grow. According to the Financial Times over the past five years, C-suite presence on LinkedIn increased by 35% in the U.S. and 30% in the U.K., with CEO posts receiving four times the average engagement. This highlights the growing importance of leadership visibility in building trust and brand loyalty.

Thriving in 2025 will require a blend of innovative strategies and genuine engagement to resonate with modern consumers.  Want to know more, or need help with your marketing? Get in touch hello@thrivemarketing.ie