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As 2024 draws to a close, it’s impossible to ignore the central theme that has shaped marketing and technology this year: artificial intelligence. From astonishing advances in generative models to bold proclamations of the “Agent Era,” the year was marked by the promise of transformation.
And yet, despite all the excitement, there is a significant gap between these bold visions and the day-to-day reality of most companies. Through teaching, consulting, and participating in the Marketing Accountability Council (MAC), I spent a year at the intersection of these lofty ambitions and practical constraints. I have seen firsthand how businesses, marketers and students struggle with the demands of evolving technology and the relentless pace of change.
One message emerges from these experiences: progress in 2025 will not come from giant steps forward, but from incremental, deliberate steps based on reality.
The Year of AI: Hype and Hope
It is no exaggeration to say that 2024 will be remembered as a watershed moment for AI. The year brought revolutionary advances:
- Generative AI breakthroughs: Tools such as ChatGPT, Google’s Gemini 2.0 and MidJourney have become more sophisticated, promising deeper integration into business processes.
- Agency age: Futurists and technology leaders have painted a picture of AI systems that don’t just respond to commands, but anticipate needs and act autonomously.
- Hyperpersonalization and automation: Marketing leaders have hailed the ability of artificial intelligence to revolutionize the way brands interact with consumers, creating tailored experiences.
This turn of events was nothing less than extraordinary. And yet, as I worked with companies and students, a glaring disconnect emerged. While AI may be poised to transform industries, most organizations are simply not ready to harness its full potential.
Dig deeper: Welcome to MarTechBot
From browsing to finding information with the help of artificial intelligence
Even more influential advances are on their way. A recent prediction by futurist Jeremiah Owyang caught my attention: Within the next 24 months, artificial intelligence agents will fundamentally change the way we access information online. Instead of manually browsing web pages, AI agents will:
- Search the internet.
- Find exactly what we need.
- Perform tasks on our behalf, all through a single user interface.
This is consistent with observations from my classroom. When I asked students about their daily use of the web, most relied almost exclusively on platforms like Google and Amazon. They showed a preference for streamlined, efficient experiences—a trend that suggests a shift toward AI-driven information discovery is already underway.
For AI agents to thrive, websites will need to prioritize metadata and architecture designed for these tools. It’s an exciting vision, but it also highlights the gap between the future we’re building towards and the current challenges most businesses face.
The voids I saw
From my point of view, the barriers to adoption of AI and other cutting-edge technologies are as much cultural and strategic as they are technical.
1. Technological infrastructure
Many organizations lack the underlying systems to support AI tools. Outdated technology stacks, siled data, and poor integration between platforms make even relatively simple AI implementations daunting.
For example, a student-led audit of Zara’s website revealed basic problems with the navigation and search functionality. Zara, despite its dominance of fast fashion, struggles to deliver a seamless digital experience, making it clear that fundamental gaps need to be addressed before implementing hyper-personalized AI solutions.
2. Cultural resistance
Adopting artificial intelligence is not just a technical challenge – it’s also a cultural one. Bold moves often require the support of all departments, but many organizations remain siled, risk-averse and slow to adapt. Teams fear that automation could threaten jobs, while leadership hesitates to invest without a guaranteed return on investment.
3. Consumer readiness
While some consumers embrace AI, others remain skeptical or uncomfortable. Privacy concerns, mistrust of algorithmic decision-making, and a desire for human connection create significant barriers for brands looking to integrate AI into their customer-facing operations.
4. Short-term thinking
Economic pressures have forced many companies into a reactive mode of operation. A focus on immediate gains—such as cutting costs or boosting short-term sales—often comes at the expense of long-term strategic initiatives like adopting artificial intelligence.
Lessons from 2024: bridging the gap
If 2024 has taught us anything, it’s that the best solutions aren’t about disruption per se—it’s about repetition.
Iterative innovation at work
Let’s take Zara as an example. My students proposed the AI-powered assistant Zoey to help the company bridge its digital gaps in manageable steps:
- Phase 1: Introduce a basic AI-driven search tool to improve navigation and reduce user frustration.
- Phase 2: Implement AI systems that analyze browsing and purchase history to offer personalized recommendations.
- Phase 3: Develop Zoey into a virtual style advisor, seamlessly integrated into the shopping experience.
This incremental approach reflects the reality that sweeping transformations rarely succeed. Starting small and building incrementally allows companies to test, learn and refine before scaling their efforts.
The power of empathy
A recurring theme this year was the importance of empathy – not only for consumers but also for organizations themselves. Businesses are not resistant to change because they lack ambition; they are limited by the reality of their operations. Solutions that respect these constraints are much more likely to succeed.
For example, another student group suggested using artificial intelligence to help Zara align its sustainability messaging with consumer values. Their idea? Start with one product line, using AI tools to track and display environmental impact before expanding the initiative to the entire brand. Respecting company constraints while addressing customer priorities, this solution demonstrated the value of empathy-driven design.
Topics for the 2025 iteration
Looking ahead to 2025, here’s what I hope to see in marketing:
1. Empathy as a strategic imperative
Empathy isn’t just a feel-good concept—it’s a key business strategy. Companies that understand the needs and fears of their customers will build stronger relationships and greater trust.
2. Iteration instead of revolution
The myth of overnight transformation must disappear. Whether it’s adopting artificial intelligence, improving website functionality, or rethinking personalization strategies, the focus should be on incremental progress. Small, meaningful improvements build momentum and reduce the risk of failure.
3. Trust and transparency
Trust is the currency of 2025. As artificial intelligence is increasingly integrated into marketing, companies need to be transparent about how these systems work and what data they use. Clear communication, strong privacy protection and commitment to ethical practices are non-negotiable.
4. Community and connection
The shift from transactional marketing to community building will continue. Consumers want brands to create spaces for authentic engagement, not just one-way broadcasting. Brands that foster meaningful connections will thrive in this next phase of marketing.
Dig deeper: Marketers must adapt to a changing world
Hopes for the future
As we move into 2025, I’m hopeful for what lies ahead for marketers, businesses, students and the industry as a whole. As for companies, I hope they take a clear view of their options, focusing on fixing core issues like usability, personalization and transparency, rather than chasing passing trends.
As for marketers, I hope we continue to recognize the enormous responsibility of our work—shaping perceptions, building trust, and delivering value—and approach it with thoughtfulness and integrity. As for students and future leaders, I hope they pass on the lessons of 2024: balance bold ambition with grounded strategy, lead with empathy, and remain open to change.
As for me, my goal is to continue to bridge the gap between vision and execution, contributing to meaningful conversations and solutions through coaching, consulting, and ongoing collaboration with the Marketing Accountability Council (MAC). MAC is dedicated to fostering transparency, equity and accountability in marketing practices, and participating in this mission confirmed the importance of balancing bold ambitions with ethical principles. Together, we have the opportunity to make 2025 the year where marketing not only innovates, but truly serves people and communities with integrity.
Moving forward
2024 showed us that while technology is evolving rapidly, the most enduring aspects of marketing remain rooted in people — understanding their needs, building their trust and delivering value.
The path to success in 2025 is not chasing the new; it’s about focusing on what matters. Progress will not come from grandiose promises, but from consistent, deliberate effort.
Here’s to 2025 defined by progress, connection and significant change.
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contributions to the martech community. Our associates work under supervision redaction and contributions are checked for quality and relevance to our readers. The opinions expressed are their own.
