Artificial intelligence, between progress and disenchantment

Artificial intelligence is everywhere, and is now the most powerful lever for transforming digital strategies. Capable of segmenting audiences in the blink of an eye, generating personalised content or predicting consumer behaviour, it promises increased efficiency. But this technological explosion is not without consequences.

Campaigns designed entirely by algorithms, such as those initiated by eToro, show the extent to which AI can push back the limits of human creativity. However, while this technical prowess is fascinating, it is also a source of scepticism. According to a study by Brandwatch, 71% of marketers are concerned about the impact of these innovations on the human dimension of interactions. The coldness of algorithms and the absence of emotion risk alienating consumers who are increasingly concerned about transparency and sincerity.

There is a delicate balance to be struck: exploiting the capabilities of AI while preserving the emotional bond that underpins the customer relationship. Brands will have to rise to this challenge if they are not to lose authenticity, a value that has become essential in a saturated market.

Social networks: new uses redefine the rules

In 2025, social networks are no longer content to entertain or connect. They are emerging as alternative search engines and essential marketplaces. TikTok, for example, is now much more than just a platform for short videos: it is becoming a tool with which the younger generations come to seek recommendations and answers to their questions. This development is overturning traditional referencing practices, to the point of competing with Google.

At the same time, platforms are investing in social commerce. With TikTok Shop, users can now buy products without leaving the application. This mix of entertainment and consumption is redefining the customer experience. For brands, the challenge is twofold: to capture attention in a saturated world and to convert that attention into an act of purchase. Here again, transparency and authentic interaction are priorities, as consumers are wary of overly aggressive or artificial strategies.

No-code: democratisation or mirage?

No-code tools promise a revolution: enabling non-developers to create applications in just a few clicks. The appeal of these solutions lies in their accessibility and low cost. But behind this apparent simplicity lie limitations that are holding back companies' ambitions.

Complex projects or those requiring a high degree of customisation do not always find their place in these ecosystems.

What's more, dependence on no-code platforms can become problematic. If a company goes out of business or changes its conditions of use, the projects developed using it may be compromised. This risk, coupled with potential security flaws, is leading many companies to opt for hybrid solutions such as low-code, or to revert to traditional methods for their critical projects.

When physical events take over

After years of forced digitalisation, brands are rediscovering the power of face-to-face experiences. In 2025, physical events are no longer simply promotional events: they are becoming special moments of interaction, designed to generate enthusiasm and strengthen the bond with consumers.

Some initiatives, such as Béis, which offered a free wash for its products in Los Angeles, were an immediate success. These experiences, designed to be shared on social networks, turn participants into ambassadors. Brands are also banking on exclusivity and FOMO (Fear Of Missing Out), by launching limited editions or organising unique events. This strategy makes it possible to combine digital engagement and loyalty, while reinforcing the brand image.

Consumers looking for moderation and sincerity

In the face of digital saturation, a new trend is emerging: a return to the essentials. Consumers, exhausted by a constant flow of information, are opting for more sober, authentic experiences. The growing popularity of ‘dumb’ phones, with no Internet access, illustrates this need to disconnect.

For brands, this quest for simplicity represents an opportunity. By focusing on lo-fi content or offering offline experiences, they can capture the attention of a public looking for more sincere relationships. HMD, for example, has launched a clamshell phone inspired by the 1990s, combining nostalgia with technological sobriety. This repositioning, far from rejecting digital, is an invitation to rethink its use.

On the road to more humane marketing...

The year 2025 promises to be a turning point for digital marketing. While technological innovation continues to push back the boundaries of what is possible, it also imposes a duty of responsibility. Consumers expect not just products or services, but experiences that reflect their values and aspirations.

Brands that know how to combine authenticity, innovation and respect for emerging expectations will have all the cards in hand to make their mark in this new ecosystem.

For companies, it's not just a question of following trends, but of redefining the rules of the game by putting people at the heart of their strategies. It is perhaps here, in this subtle balance between technology and authenticity, that the future of marketing lies.