AI continues to help entrepreneurs’ quest for authenticity: Report

Entrepreneurs’ quick adoption of AI is letting them attempt completely different methods and focus extra on authenticity, based on HubSpot’s new State of Advertising and marketing 2025 report. 

The report, primarily based on a survey of 1,200 advertising leaders, predicts this can be a yr of refining current advertising traits. Along with the elevated integration of AI into workflows, 2025 will see B2B and B2C focusing extra on Millenials and Gen Z, and brand-led advertising.

Whereas it’s no shock, because the report says, “AI-powered advertising is resulting in simpler, breezier development and highlights the rising integration of AI into workflows. Entrepreneurs are utilizing AI for information evaluation and content material repurposing, giving them time to have interaction audiences extra personally with wealthy content material.” Nonetheless, this reinforces that “data-driven advertising technique is now not a nice-to-have, however information privateness is a priority.” 

Dig deeper: Information, AI and promoting: 2025 predictions

The report emphasizes the necessity to goal Millennials and Gen Z, stating that “Entrepreneurs are ramping up their give attention to Millennial and Gen Z audiences.” Once more, this isn’t breaking information. These generations have been driving client traits for years, and their digital fluency calls for subtle methods that prioritize authenticity and model values.

Millennials, Gen Z and the search for “authenticity”

This give attention to authenticity extends past generational demographics. Nonetheless, because the report notes, “Companies are growing investments in brand-led advertising, and authenticity resonates.” This matches the rising significance of the creator economic system. You will need to work with influencers who actually join with their viewers.

This can even put manufacturers in an attention-grabbing place if their genuine values battle with the incoming administration’s. Whereas Mr. Trump doesn’t hesitate to name out companies he disagrees with, he solely received the election by 1.5%. That means manufacturers should steer between the president’s views and people of the sizable opposition.

Visible storytelling: An ongoing evolution

The report additionally highlights the rise of visible storytelling, stating, “We’ve entered the period of visible model storytelling and the creator economic system is prospering.” Once more, this isn’t a sudden disruption however a continuation of a development we’ve witnessed for years. 

The dominance of platforms like YouTube, Instagram, and TikTok underscores the necessity for compelling visuals and fascinating narratives. The report additionally notes “The content material codecs that entrepreneurs say ship the best ROI are short-form video (21%), pictures (19%) and live-streamed movies (16%), and entrepreneurs plan to speculate extra in them.

Whereas the report doesn’t reveal groundbreaking information, it's a invaluable reminder of how the digital panorama is evolving. The important thing takeaway? The most important advertising winners can be those that can use AI to mix human creativity and strategic pondering, to make genuine model experiences.

The complete report could be discovered right here. (Registration required)