2025 MARKETING REWIND

Pretty Little Marketer’s 2025 Rewind was a masterclass in where marketing is heading.

We unpacked everything 2025 threw at us. The rise of AI, shifts in consumer behaviour, platform trends, and explored exactly what marketers need to focus on as we step into 2026.

1. AI Isn’t the Answer to Everything

One of the biggest things we witnessed this year was that when AI was overused, people lost trust in brands.

There’s a fine balance between being efficient and sounding artificial.

Consumers can immediately spot AI slop.

The advice?

• Use AI to support ideas, not replace them.

• Be organic, reactive and human.

• Make sure your brand voice isn’t being drowned out by over distribution.

  
  

AI should enhance creativity, not replace authenticity.

Alternatively, we also discussed how it is inevitable that AI generated content will take over our feeds. People will adapt to this change in the near future, so you need to be switched on to how you are going to transition into this new era of marketing.

2. Your Customers Aren’t Just on One Platform

Ray Saddiq shared from a report from Rise at Seven agency stating that most people now check three to four different platforms across ten weeks before making a decision.

That means you need know exactly where your audience is, understand their platform-specific behaviour and don’t rely on one channel to carry your brand.

Marketing in 2026 is about being discoverable everywhere that matters, and this includes on AI platforms like Chat GPT.

3. Conversational Search Is Reshaping Buyer Behaviour

ChatGPT, Gemini, Perplexity, and the rise of conversational search means your buyer’s first contact point is likely to be AI.

This means that your online presence must be clear, consistent and connected. AI needs to associate your brand with your expertise.

Generative Engine Optimisation (GEO) is the new phrase on the block after Adobe aquired Semrush. Another sign, might we add, is that search is EXTREMELY important.

4. Understand Your Audience

Romy from PerfectTed stated to not think of people as a generation, think of them in moments.

Someone moving house could be 18 or 60. The “moment” is the insight, not the age.

Marketing must be tailored to the same message and feeling, but still in the correct format and context.

Stop distributing meaningless content. Start creating content that meets people in their reality.

5. Long-Form Content Isn’t Dead, It’s Needed

Consumers are spending more time on:

• Podcasts

• YouTube

• Newsletters

• Blogs (hello 👋)

In a world of AI-generated quick content, depth is becoming a differentiator.

Consumers are increasingly aware of screen time and choosing content more deliberately. The era of mindless scrolling is fading and Gen Alpha are predicted to be the biggest ambassadors of this.

6. Don’t Copy, Create

Joanna from The Goat Agency stated:

2025 will reward originality. Consumers want brands that think, not brands that mimic.

7. The Creator Economy Is Safe

Okay, nothing is ever safe in this industry but the creator economy is pretty stable at the moment. Consumers still want to relate to humans.

Influencers, content creators and podcasters are all relatable and growing year on year in market share and engagement.

The creator economy isn’t disappearing, it’s evolving into something more meaningful.

PLM IRL: 2025 Rewind wasn’t just a ANOTHER marketing event. It was a reminder of where we have been and where we are going.

If you want to know more about what Pretty Little Marketer, head to their website here

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