AI continues to aid marketers’ quest for authenticity: Report

Marketers’ fast adoption of AI is letting them try different strategies and focus more on authenticity, according to HubSpot’s new State of Marketing 2025 report. 

The report, based on a survey of 1,200 marketing leaders, predicts this will be a year of refining existing marketing trends. In addition to the increased integration of AI into workflows, 2025 will see B2B and B2C focusing more on Millenials and Gen Z, and brand-led marketing.

While it’s no surprise, as the report says, “AI-powered marketing is leading to easier, breezier growth and highlights the growing integration of AI into workflows. Marketers are using AI for data analysis and content repurposing, giving them time to engage audiences more personally with rich content.” However, this reinforces that “data-driven marketing strategy is no longer a nice-to-have, but data privacy is a concern.” 

Dig deeper: Data, AI and advertising: 2025 predictions

The report emphasizes the need to target Millennials and Gen Z, stating that “Marketers are ramping up their focus on Millennial and Gen Z audiences.” Again, this isn’t breaking news. These generations have been driving consumer trends for years, and their digital fluency demands sophisticated strategies that prioritize authenticity and brand values.

Millennials, Gen Z and the quest for “authenticity”

This focus on authenticity extends beyond generational demographics. However, as the report notes, “Businesses are increasing investments in brand-led marketing, and authenticity resonates.” This matches the rising importance of the creator economy. It is important to work with influencers who truly connect with their audience.

This will also put brands in an interesting position if their authentic values conflict with the incoming administration’s. While Mr. Trump doesn’t hesitate to call out businesses he disagrees with, he only won the election by 1.5%. Meaning brands will have to steer between the president’s views and those of the sizable opposition.

Visual storytelling: An ongoing evolution

The report also highlights the rise of visual storytelling, stating, “We’ve entered the era of visual brand storytelling and the creator economy is thriving.” Again, this isn’t a sudden disruption but a continuation of a trend we’ve witnessed for years. 

The dominance of platforms like YouTube, Instagram, and TikTok underscores the need for compelling visuals and engaging narratives. The report also notes “The content formats that marketers say deliver the highest ROI are short-form video (21%), images (19%) and live-streamed videos (16%), and marketers plan to invest more in them.

While the report doesn’t reveal groundbreaking news, it is a valuable reminder of how the digital landscape is evolving. The key takeaway? The biggest marketing winners will be those who can use AI to blend human creativity and strategic thinking, to make authentic brand experiences.

The full report can be found here. (Registration required)