AI & data to transform marketing & media by 2025

Several key trends in customer data and artificial intelligence are expected to significantly impact the technology landscape by 2025, particularly with regards to customer experiences, marketing, and advertising.

Data is increasingly at the core of advertising strategies as brands seek to develop robust first-party data ecosystems, moving beyond traditional reliance on third-party cookies. Tanja Williams, Head of Client Success at Nexxen, notes the trend, explaining, "We're seeing advertisers focus on developing their first-party data as they look for ways to reduce their reliance on cookies. This shift is empowering brands to own their data strategies, create direct connections with their consumers and better tailor their messaging."

The growing popularity of subscription video-on-demand (SVOD) platforms and Free Ad-Supported Streaming TV (FAST) channels is reshaping the television landscape. This evolution is bolstered by the arrival of VOZ Trading and Streaming, as well as initiatives like Foxtel's Video Futures Collective, which create both opportunities and complexities for advertisers.

Automatic Content Recognition (ACR) data is emerging as a valuable resource to help navigate this fragmented media environment. Williams observes, "Advertisers are increasingly seeing the value of ACR data to bridge the gap between streaming and linear TV. By providing real-time insights into what content and ads are being consumed/viewed and where, ACR allows brands to identify overlapping audiences, tailor messaging across screens and ensure they're reaching the right viewers."

Williams further elaborates on the potential of FAST channels, highlighting the role of ACR data. "FAST channels are not just cost-effective, they also offer niche and highly engaging content. ACR data enables advertisers to optimise campaigns in this space by unlocking insights into viewing habits and delivering personalised ads that resonate across platforms."

Advertisers are also utilising data analytics and cross-screen measurement tools to assess the effectiveness of their investments more accurately, according to Williams. "Advertisers are leveraging programmatic technology and converged insights to engage audiences in a fragmented media environment," she says. "With advanced attribution modelling, exclusive data sets like ACR and the ability to measure across screens, brands can make data-informed decisions that maximise campaign performance and ROI."

Eagle Eye's CEO, Tim Mason, anticipates changes in real-time marketing due to enhanced data utilisation. He states, "Advances in cloud computing and AI have increased businesses' ability to collect and analyse data in real-time, enabling the creation of contextually relevant offers tailored to individual customer needs." Mason believes this will impact the immediacy and effectiveness of loyalty marketing.

On the topic of AI and content creation, Nicholas Simonsen, Head of Content at Impressive, anticipates a significant impact but advises maintaining a human touch in customer engagement. "AI has taken the digital world by storm over the last few years," he notes. "Heading into 2025, I think we'll see brands refocus on human content and on fostering that human connection between brand and consumer."

Research by NielsenIQ (NIQ) indicates a changing landscape in omni retail and social media commerce. Director for Customer Success Marco Silva remarks on generational differences in AI adoption, stating, "Nearly half of Gen Z and Millennials would use AI to automate or speed up their everyday shopping decisions, while just 34% of Gen X and only 20% of Boomers agree they would do the same."

As the landscape evolves, Derek Slager, CTO and Co-Founder of Amperity, predicts changes in customer data management practices. "The customer data platform (CDP) category will continue to fragment," he suggests, emphasizing a shift towards using multiple specialised tools rather than single-platform solutions.

Slager is optimistic about AI's transformative role in analytics, declaring, "Dashboards are dead. Generative AI powered tools offering the ability to answer the questions that matter on-the-fly will be the new surface for analytics and decision making."