Artificial Intelligence (AI) and Generative AI (GenAI) have been the marketing buzzwords of 2024, but what’s next for the industry? SAS, a leader in data and AI, gathered insights from its top experts to predict what’s ahead for MarTech in 2025. Get ready for a shift—here’s what marketers need to watch out for.
1. Traditional AI Takes the Lead, GenAI Interest Cools Down
While GenAI has dominated the airwaves, SAS predicts a shift back to more traditional AI applications. Marketers are expected to pivot from basic GenAI uses like content generation towards more sophisticated applications such as machine learning, digital twins, and synthetic data. These tools will drive deeper personalization while maintaining data privacy—crucial for staying competitive in today’s market.
Jennifer Chase, SAS’s Executive Vice President & Chief Marketing Officer, emphasized that this move will empower brands to offer tailored experiences that boost revenue, all while ensuring customer privacy remains intact.
2. A Push for Responsible Marketing
Responsible marketing is no longer optional; it’s becoming a priority. SAS expects a surge in MarTech solutions that help brands manage customer data responsibly. These tools will not only enhance campaigns but also build trust with customers, who are more likely to share personal information when they feel valued.
Mike Blanchard, Vice President of MarTech Solutions at SAS, stressed that fostering customer trust through relevant and timely marketing efforts is crucial. Brands that prioritize responsible practices are set to stand out in 2025.
3. The GenAI Hype Bubble Deflates
GenAI has been all the rage, but experts warn that the hype may not match reality. Despite heavy investment plans, many CMOs admit they still don’t grasp its full potential. As a result, interest in GenAI will likely wane, and marketers will focus on proven AI technologies like natural language processing, predictive analytics, and sentiment analysis for front-end customer experience solutions.
Jon Moran, SAS’s Head of MarTech Solutions Marketing, noted that many organizations will shift their attention to practical AI applications such as chatbots, automated ticketing systems, and virtual assistants—areas where traditional AI still reigns supreme.
4. Campaign Management Makes a Comeback
Stephen King once said, “Sooner or later, everything old is new again.” SAS believes that’s true for campaign management. While brands have recently focused on customer journeys, traditional campaign management will experience a resurgence. With the rise of cloud data strategies, segmentation and audience creation capabilities will gain traction again, offering brands scalable, efficient solutions for personalizing customer experiences.
Kate Parker, Director of Markets and Growth at SAS, warned marketers to be cautious of vendors who promise segmentation capabilities but fall short on scalability and performance.
5. Composable CDPs: The Future or a Fad?
Composable customer data platforms (CDPs) will redefine the MarTech space in 2025. These platforms allow brands to access and activate data where it resides, like in cloud warehouses, without duplicating it. While this trend promises efficiency and flexibility, SAS experts advise marketers to assess whether these platforms deliver real results before fully investing.
Lisa Loftis, Principal Product Marketing Manager for Customer Intelligence, sees this as a top trend, noting that composable platforms might become essential for a comprehensive customer view.
6. Co-Creation with Customers Grows
Brands will increasingly involve customers in product development. Utilizing AI tools, they’ll seek input directly from consumers to shape product features and even prototypes. This approach isn’t just about building products; it’s about gaining insights into what customers truly want. Brands will leverage these insights to craft more effective marketing campaigns and improve product offerings.
Mike Turner, a Principal Business Advisor at SAS, highlighted that even if not every customer idea makes it to production, the feedback will be invaluable for refining marketing strategies.
7. GenAI-Powered Customer Service to Thrive
Expect more GenAI-driven customer service tools, from chatbots to automated support channels. In 2025, these technologies will give customers faster, more efficient solutions while brands save on resources. The balance will allow brands to offer high-quality, 24/7 support without blowing their budget.
According to Mari Nilsson Björkman, SAS’s Global Marketing Lead for the Telecom Industry, organizations that don’t adopt these tools risk being left behind.
8. The Zero Copy Data Debate
Zero copy data, a concept aiming to eliminate data duplication, will continue to create buzz in 2025. While it sounds promising, marketers need to carefully evaluate how well these systems minimize data redundancy and provide real-time insights. Many platforms still require some level of data storage, blurring the line between hype and actual functionality.
Jennifer Pearson, SAS’s Customer Intelligence Product Marketing Manager, advises marketers to critically assess these technologies before making significant investments, as the effectiveness of zero copy data remains unproven.
Martech and Customer Trust: The Key to Success
A recent survey sponsored by SAS and conducted by Harvard Business Review Analytic Services revealed that 81% of marketing professionals believe MarTech significantly impacts their ability to build customer trust. This trust is fundamental to modern marketing strategies. Customers need to feel heard and valued, whether they’re interacting in-store or online.
MarTech enables brands to analyze data for personalized experiences and consistent messaging, driving engagement across platforms. With the right tools and strategies, marketers can optimize every touchpoint, build trust, and, ultimately, foster customer loyalty.
For a deeper dive into these insights and more, visit SAS’s official 2025 Predictions page.
