Real-Time Data Infrastructure 𝗧𝗼𝗱𝗮𝘆’𝘀 𝗔𝗜 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗮𝗻𝗱 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝗳𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀
As we move deeper into 2025, AI’s influence on marketing and advertising continues to accelerate. From hyper-personalised customer experiences and automated campaign optimisation to creative experimentation and connected TV innovation, today’s brief explores how AI is transforming both strategic thinking and execution in marketing. Here’s what’s worth noting—and what marketers should consider doing next.
𝗞𝗲𝘆 𝗦𝘁𝗼𝗿𝗶𝗲𝘀 𝗮𝗻𝗱 𝗧𝗵𝗲𝗺𝗲𝘀
AI-Powered Personalisation and Automation
AI has evolved from supporting marketing execution to actively shaping it. A wave of platforms now deliver real-time adaptation based on user signals—including external factors like news or weather—enabling hyper-personalised experiences across channels. Email marketing, lead nurturing, and campaign management are increasingly driven by AI.
– Blueshift’s AI customer agents now conduct personalisation experiments and campaign optimisation autonomously.
– Nimble launched a native AI email campaign tool focused on measurability and customisation.
𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗜 𝗶𝗻 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗗𝗲𝗽𝗮𝗿𝘁𝗺𝗲𝗻𝘁𝘀
AI is shifting from being a back-office tool to a strategic co-pilot. It’s not just optimising media anymore; it’s enhancing decision-making with predictive models and trend forecasting. Case in point: Skai’s Celeste AI drives strategic insights for commerce media teams. Marketing departments are developing into mini innovation hubs, with AI at the helm.
Also worth mentioning is the “AI Vibe” experiment—a complete marketing campaign run by AI—to explore full-stack autonomy. This trend underlines the push toward AI augmenting creativity and strategy, not just operations.
𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗲𝗱 𝗧𝗩 𝗮𝗻𝗱 𝗔𝗜 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻
As cord-cutting continues, Connected TV (CTV) emerges as a crucial digital touchpoint. Platforms like Teads are pioneering native CTV advertising formats that integrate fluidly into home screen environments. AI further enhances these initiatives by optimising ad placement, creative relevance, and user targeting in real-time.
From impression-level optimisation to seamless omnichannel integration, CTV coupled with AI is carving out a new paradigm in brand storytelling and consumer reach.
𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻𝘀 𝗶𝗻 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝘃𝗲 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝗮𝗻𝗱 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝗺𝗮𝘁𝗶𝗰 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴
The use of predictive analytics is maturing, particularly in media buying and conversion optimisation. AI now forecasts customer behaviour with impressive granularity, helping marketers allocate spend more precisely and refine messaging. This also fuels new heights in autonomous programmatic advertising, with platforms dynamically adjusting bids and placements to maximise ROI.
𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗩𝗶𝗱𝗲𝗼 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴
AI isn’t just reshaping data flows.it’s also transforming content generation. Video marketing is seeing a surge of AI-fuelled innovations, from shoppable formats to generative video creation tools. These capabilities are making it easier for brands to produce high-impact content quickly and scale personalisation across visual channels.
𝗪𝗵𝗮𝘁 𝗧𝗵𝗶𝘀 𝗠𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀
– Invest in Real-Time Data Infrastructure: Leverage AI tools that integrate with customer data platforms to activate hyper-personalised journeys instantly across channels.
– Pilot AI Agents in Campaigns: Tools like Blueshift or Skai’s Celeste can act as always-on strategists. Start with low-risk automation in lead nurturing or email testing and scale from there.
– Reallocate Budgets with Predictive Insight: Use AI for forecasting at the campaign planning stage—not just after launch. This enables smarter spend and more confident creative decisions.
– Expand into CTV Smartly: With CTV consumption growing, ensure your media plans include AI-optimised CTV ads to reconnect with audiences losing interest in traditional formats.
– Embrace Creative AI for Content Production: Whether optimising email headers or generating personalised video, creative AI tools can help your team produce more—without upscaling headcount.
As AI becomes deeply embedded in both the art and science of marketing, the opportunity isn’t just in automation, but in creating more relevant, timely, and contextual experiences that drive growth.
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