Marketing Trends Shaping 2025: Generative AI, from experimentation to integration

By Josefina Loza

Hey there, marketing mavens!

We’re well into the first half of 2025, and several major trends are reshaping the marketing world, from generative AI and nano Influencers to evolving data privacy regulations and the demand for hyper-personalization.

So, what does this all mean?

Let’s quickly break down this fast-moving digital landscape to help you stay ahead through innovation, authenticity, and adaptability.

Today, we’re going to discuss generative AI, from experimentation to integration.

What was once just a buzzword has quickly become a foundational tool in marketing. Generative AI is now integrated into daily workflows, helping marketers craft compelling content, spark campaign ideas, and enhance overall productivity.

The adoption has surged in 2025. A recent report by Business Insider found that 73% of marketers now use AI regularly. But it’s not just about automating repetitive tasks anymore, AI is being used to write copy, personalize customer experiences, analyze consumer behavior, and even optimize ad performance in real-time.

And the growth doesn’t stop there. A study by Siege Media found that 90% of content marketers plan to incorporate AI into their strategies in 2025, up from 83.2% in 2024 and 64.7% in 2023. This reflects a clear shift: marketers are relying on AI to increase both efficiency and effectiveness.

One of the biggest indicators of AI’s dominance is Google's Search Generative Experience (SGE), where AI-generated summaries appear at the top of search results, complete with embedded ads.

This innovation is reshaping how users interact with online content. As AI-generated answers satisfy queries faster, fewer people are clicking through to websites, leading to lower click-through rates (CTR) for traditional search ads and organic results.

According to BrightEdge, these AI Overviews have resulted in a 30% drop in CTR for standard search listings. eMarkerter adds that CTRs may decrease by as much as 34.5% where AI summaries are present.

This means marketers must rethink how they structure their content and ads, ensuring their work delivers immediate value and stands out in a search environment increasingly influenced by AI.

It’s a call to be more intentional, creative, and agile. This is just the beginning, and those who adapt early will have a competitive edge.

Stay tuned for more insights next Thursday as we continue to explore the evolving marketing landscape.