As 2024 comes to a close, it’s impossible to ignore the central theme that has shaped marketing and technology this year: artificial intelligence. From breathtaking advancements in generative models to bold proclamations about the “agentic era,” the year has been dominated by promises of transformation.
And yet, for all the excitement, there’s a significant gap between these bold visions and the day-to-day realities of most companies. Through teaching, consulting, and participating in the Marketing Accountability Council (MAC), I’ve spent the year at the crossroads of these lofty ambitions and practical constraints. I’ve seen first-hand how businesses, marketers, and students grapple with the demands of evolving technology and the relentless pace of change.
From these experiences, one message stands out: Progress in 2025 won’t come from massive leaps forward but from incremental, thoughtful steps grounded in reality.
The year of AI: hype and hope
It’s no exaggeration to say that 2024 will be remembered as a watershed moment for AI. The year brought groundbreaking advancements:
- Generative AI breakthroughs: Tools like ChatGPT, Google’s Gemini 2.0, and MidJourney became more sophisticated, promising deeper integration into business processes.
- The agentic era: Futurists and tech leaders painted a picture of AI systems that don’t just respond to commands but anticipate needs and act autonomously.
- Hyper-personalization and automation: Marketing leaders hailed AI’s ability to revolutionize how brands interact with consumers, creating bespoke experiences at scale.
These developments were nothing short of extraordinary. And yet, as I engaged with businesses and students, a glaring disconnect emerged. While AI might be ready to transform industries, most organizations simply aren’t ready to harness its full potential.
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From browsing to AI-assisted information retrieval
There are even more impactful advancements on their way. A recent prediction by futurist Jeremiah Owyang caught my attention: Within the next 24 months, AI agents will fundamentally change how we access information online. Instead of manually browsing websites, AI agents will:
- Scour the internet.
- Find precisely what we need.
- Perform tasks on our behalf, all through a single, user-friendly interface.
This aligns with observations from my classroom. When I asked students about their daily web usage, most relied almost exclusively on platforms like Google and Amazon. They showed a preference for streamlined, efficient experiences — a trend that suggests the shift toward AI-driven information retrieval is already underway.
For AI agents to thrive, websites will need to prioritize metadata and architecture designed for these tools. It’s an exciting vision, but it also underscores the gap between the future we’re building toward and the present challenges most businesses face.
The gaps I’ve seen
From my vantage point, the barriers to adopting AI and other cutting-edge technologies are as much cultural and strategic as they are technical.
1. Technological infrastructure
Many organizations lack the foundational systems to support AI tools. Outdated tech stacks, siloed data, and poor integration between platforms make even relatively simple AI implementations daunting.
For example, a student-led audit of Zara’s website revealed basic issues with navigation and search functionality. Zara, despite its fast-fashion dominance, struggles to provide a seamless digital experience, making it clear that foundational gaps must be addressed before implementing hyper-personalized AI solutions.
2. Cultural resistance
Adopting AI isn’t just a technical challenge — it’s a cultural one. Bold shifts often require buy-in across departments, but many organizations remain siloed, risk-averse, and slow to adapt. Teams fear that automation might threaten jobs, while leadership hesitates to invest without guaranteed ROI.
3. Consumer readiness
While some consumers embrace AI, others remain skeptical or uncomfortable. Privacy concerns, mistrust of algorithmic decision-making, and a desire for human connection create significant hurdles for brands looking to integrate AI into their customer-facing operations.
4. Short-term thinking
Economic pressures have forced many companies into a reactive mode. The focus on immediate gains—such as cutting costs or driving short-term sales — often comes at the expense of long-term strategic initiatives like AI adoption.
Lessons from 2024: bridging the gap
If 2024 taught us anything, it’s that the best solutions aren’t about disruption for its own sake—they’re about iteration.
Iterative innovation in action
Take Zara as an example. My students proposed an AI-powered assistant, Zoey, to help the company bridge its digital gaps in manageable steps:
- Phase 1: Introduce a basic AI-driven search tool to improve navigation and reduce user frustration.
- Phase 2: Implement AI systems that analyze browsing and purchase history to offer personalized recommendations.
- Phase 3: Evolve Zoey into a virtual style advisor, integrating seamlessly into the shopping experience.
This phased approach reflects the reality that sweeping transformations rarely succeed. Starting small and building gradually allows companies to test, learn, and refine before scaling their efforts.
The power of empathy
A recurring theme this year has been the importance of empathy — not just for consumers but for organizations themselves. Businesses aren’t resistant to change because they lack ambition; they’re constrained by the realities of their operations. Solutions that acknowledge these constraints are far more likely to succeed.
For instance, another student group proposed using AI to help Zara align its sustainability messaging with consumer values. Their idea? Start with a single product line, using AI tools to track and display environmental impact before scaling the initiative brand-wide. By respecting the company’s limitations while addressing customer priorities, this solution demonstrated the value of empathy-driven design.
Themes for an iterative 2025
Looking ahead to 2025, here’s what I hope to see in marketing:
1. Empathy as a strategic imperative
Empathy isn’t just a feel-good concept — it’s a critical business strategy. Companies that understand their customers’ needs and fears will build stronger connections and greater trust.
2. Iteration over revolution
The myth of overnight transformation needs to go. Whether it’s adopting AI, improving website functionality, or rethinking personalization strategies, the focus should be on incremental progress. Small, meaningful improvements build momentum and reduce the risk of failure.
3. Trust and transparency
Trust is the currency of 2025. As AI becomes more integrated into marketing, companies must be transparent about how these systems work and what data they use. Clear communication, robust privacy protections, and a commitment to ethical practices will be non-negotiable.
4. Community and connection
The shift from transactional marketing to community-building will continue. Consumers want brands to create spaces for authentic engagement, not just one-way broadcasts. Brands that foster meaningful connections will thrive in this next phase of marketing.
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Hopes for the future
As we enter 2025, I’m hopeful for what lies ahead for marketers, businesses, students, and the industry as a whole. For companies, I hope they take a clear-eyed look at their capabilities, focusing on fixing foundational issues like usability, personalization, and transparency rather than chasing fleeting trends.
For marketers, I hope we continue to recognize the immense responsibility of our work—shaping perceptions, building trust, and delivering value—and approach it with thoughtfulness and integrity. For students and future leaders, I hope they carry forward the lessons of 2024: balancing bold ambition with grounded strategy, leading with empathy, and remaining open to change.
For myself, I aim to keep bridging the gap between vision and execution, contributing to meaningful conversations and solutions through teaching, consulting, and ongoing collaboration with the Marketing Accountability Council (MAC). The MAC is dedicated to fostering transparency, equity, and responsibility in marketing practices, and being part of this mission has reinforced how critical it is to align bold ambitions with ethical principles. Together, we have the opportunity to make 2025 a year where marketing not only innovates but truly serves people and communities with integrity.
Moving forward
2024 has shown us that while technology evolves rapidly, the most enduring aspects of marketing remain rooted in people — understanding their needs, building their trust, and delivering value.
The path to success in 2025 isn’t about chasing what’s new; it’s about focusing on what matters. Progress will come not from grandiose promises but from consistent, thoughtful effort.
Here’s to a 2025 defined by progress, connection, and meaningful change.
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