Marketing trends in 2025: what should every entrepreneur know?

Artificial intelligence: your new business adviser

AI is no longer just the future – it’s the present. In 2025, entrepreneurs who use AI to analyse data, personalise content and automate processes have a competitive advantage. Algorithms can tailor content to individual user preferences by analysing user behaviour in real time. Intelligent chatbots and virtual assistants effectively support customer service by automating answers to frequently asked questions and streamlining communication.

AI is also a powerful tool for segmenting customers and optimising advertising campaigns. Systems based on artificial intelligence can identify the most effective channels for reaching customers and predict trends that will shape the market. This allows companies to make better business decisions and increase the effectiveness of their marketing efforts.

At the same time, there are challenges. Ethical use of AI, protection of user privacy and responsible data management are key issues that cannot be overlooked. Entrepreneurs should ensure transparency in communication and compliance with data protection regulations to build trust with their customers.

Do you already have a strategy for implementing AI in your company? Or are you wondering where to start? It’s worthwhile to analyse the available solutions and find how AI can support your business goals without sacrificing authenticity and audience trust.

Authenticity and personalisation: marketing that builds trust

In 2025, consumers expect authentic brands that they “feel,” not just analyse. Hyper-personalisation through AI is a great tool, but it’s not enough on its own – how a brand builds its credibility is also important. Transparency, engaging content and real interaction with the audience are the keys to success.

Authenticity is more than a trendy buzzword – it is a way of conducting communication. Customers quickly recognise artificiality and empty promises. That’s why companies should invest in content marketing strategies based on sincere messages, storytelling and showing the “human face” of the brand. Relationships with customers are built through an active social media presence, real-time interactions and providing valuable content.

At the same time, hyper-personalisation gives businesses powerful opportunities to reach customers with tailored offers. By analysing data, you can better understand your audience’s needs and create content that reaches them. However, the key is to find a balance – over-personalisation can feel like surveillance, so use common sense and be transparent in your data collection.

Is your brand communicating authentically and engagingly? If you’re not sure, it’s worth looking at your strategy and how to improve your relationship with your audience. Well-planned marketing efforts can translate into greater customer trust and better business results.

Video, but not only – a variety of formats key to success

Video is still one of the most important marketing formats, but that doesn’t mean you should base your strategy solely on it. Customers consume content in different ways – some prefer podcasts, others interactive posts, educational materials or e-books. User-generated content (UGC), which builds a community around a brand and enhances its authenticity, is also gaining popularity.

The variety of formats makes it possible to engage audiences more effectively and tailor communications to their preferences. Expert articles can support authority building, infographics facilitate learning, and newsletters help maintain regular contact with customers. The key to success is to test and analyse which formats work best in your industry and for your target audience.

Does your marketing strategy include a variety of formats, or are you betting everything on one medium? If you’re unsure, it’s a good idea to look at what content resonates best with your audience and gradually introduce new solutions.

Offline is returning the favour

While digital marketing is key, physical brand experiences are becoming increasingly important. Events, creative outdoor campaigns or local initiatives help build stronger connections with customers. Entrepreneurs are seeing the value in offline marketing, especially when it is combined with online activities. Is there room for offline activities in your strategy?

Sustainability: Not a trend, but a necessity

Customers are increasingly choosing brands that act responsibly. Eco-friendly packaging, transparency in the supply chain and genuine commitment to social issues are elements that have a real impact on purchasing decisions. Companies that do not include sustainability in their strategy may lose their competitive edge. How does your company fit into this trend?

What’s next?

Marketing in 2025 is a huge opportunity, but also a challenge. The key is to be flexible, adapt quickly to changes and skilfully use available tools. Each company should individually determine which trends are key for it and which may not be relevant. If you are not sure how to implement these changes in your business – we will help you. Instead of ready-made schemes, we will provide personalised solutions tailored to your company.

Want to know more? Contact us and let’s talk about a strategy for your business!