Hyper-personalisation and AI-powered search: The hottest marketing trends in 2025

Marketing mavens, gather round. We’ve been busy consulting our crystal ball and our marketing forecast for 2025 is in. From hyper-personalisation that fosters deeper connections to the importance of inclusivity, 2025 promises to be a year of innovation and opportunity — and, yes, AI is going to be more influential than ever. Without further ado, here are our predictions for what’s making waves in the world of marketing. Let’s dive in!

1. Hyper-personalisation at scale

A one-size-fits-all approach to marketing? That’s so 2024. In 2025, it’s all about hyper-personalisation. But what does that mean exactly? It’s not just about showing relevant products — it’s about predicting what customers need before they even know it. Just like a streaming platform that adjusts its homepage based on your viewing history or a skincare brand that suggests products before the season changes, thanks to predictive analytics tracking your habits. From email subject lines to product recommendations, every touchpoint is tailored using past engagement and immediate interests thanks to the power of AI. Pretty impressive stuff. The result? Meaningful engagement in an increasingly crowded marketplace and customer loyalty that’s going to stand the test of time.  

2. Voice and visual search takes over

Gone are the days of a Google search. With AI technology evolving at lightning speed, brands need to adapt their search marketing strategy to keep up. One area that’s set to be even more important than ever is voice search (spoken queries utilising smart speakers like Amazon’s Alexa). According to a study by Little Black Book, 75% of US households will own at least one smart speaker in 2025. Given the more conversational nature of this type of search, brands need to adapt their strategy to focus on more long-tail SEO keywords and natural language to capture this growing audience. Think “What are the best coffee shops near me?” instead of “best coffee shops in [location].”

Then there’s visual search, the Sherlock Holmes of shopping. Snap a pic of an item you love with Google Lens, and you can see what it is — and even buy it — with a tap. Google reports that it currently handles nearly 20 billion visual searches each month via Google Lens, with 20% of these related to shopping. 

Both visual and voice search seamlessly guide customers to solutions, creating frictionless interactions that enhance brand discoverability. For brands, this isn’t just a chance to “disrupt”— it’s a must-have strategy to stay ahead of the competition.

3. Mindful marketing: Less is more

Ever feel like your brain is about to explode from information-overload? From keeping up with endless notifications to scrolling on TikTok (we’re still on moo-deng Tok), the digital world can be an overwhelming place. No wonder searches for "dopamine fasting" skyrocketed sixfold in 2024 as people seek relief from overstimulation. With decision fatigue at its peak, people are gravitating toward brands that simplify their lives rather than overwhelm them. Enter mindful marketing. It’s a golden opportunity for brands to stand out with hyper-relevant messaging that resonates, meaningful brand experiences, and value delivered at every touchpoint. 

To pull this off, brands need to sharpen their data game. By collecting and analysing customer data (consented, of course), they can unlock insights into what people actually want and need. The result? Meaningful brand engagement that hits the mark, instead of getting lost in irrelevant noise. In 2025, it’s all about quality over quantity – less really is more.

4. Speed is of the essence with zero-click search

Let’s face it, we all have the attention span of goldfish these days, so when it comes to finding out information, we need it pronto. This is where zero-click search comes in. These searches deliver answers directly on search results pages (think Google snippets or shopping ads), meaning users can get what they need without ever visiting a website. For example, if you search for “iPhone 16 price,” Google may display a shopping Ad with the image and price directly on the page, eliminating the need to click through to an e-commerce site, hence the term “zero-click".

For businesses, it’s a double-edged sword. Sure, you get more visibility and build authority by landing on that coveted real estate, but with fewer clicks to your site, conversions can take a hit. To stay ahead, brands need to level up their strategies. This means crafting SEO content that answers popular questions and really understanding what users want. Mixing it up with traffic from social media and email marketing can help balance out fewer clicks, making sure brands stay connected with their audiences and inspire action.

5. The ethical imperative

Ethical marketing isn’t a passing trend, it’s key to marketing success in 2025. According to Kantar, 93% of consumers globally say they want to live a more sustainable lifestyle – and they’re willing to pay more for sustainably-sourced items. But it’s not just about marketing green products, but how the businesses themselves are run too. Customers, particularly younger generations, are savvier than ever when it comes to greenwashing. What’s more, with the new EU regulations mandating transparency in sustainability reporting, a vague brand commitment to sustainably isn’t going to cut it in 2025. 

It’s a similar story when it comes to inclusivity too. “We are witnessing a generational shift and the rise of new culture that demands everyone to be welcomed and understood,” writes Asja Seric for Kantar. Inclusion in marketing isn’t just about doing the right thing; it’s a key to unlocking brand growth. To succeed, brands must be ready with a solid DEI strategy, data for informed choices, and have their finger on the pulse of culture — especially when it comes to navigating sensitive topics.

Illustrations: Christian Dolz