As AI continues to redefine the marketing landscape, today’s updates show just how quickly these technologies are being integrated into everything from lead generation to ecommerce and advertising. Generative AI is becoming embedded in market research, explainable AI is driving ethical transparency, and immersive formats like video, chatbots, and AR/VR are reshaping customer engagement. Here’s what’s happening and how marketers should respond.
AI AND MARKETING
Gen AI Reshapes Market Research
Generative AI is moving fast in the market research space. By generating synthetic data and modelling customer personas through digital twins, brands can now simulate buyer behaviours and test messaging strategies more dynamically and cost-effectively. Startups such as Evidenza and Arena Technologies are already equipping retailers with AI tools to deeply localise their customer understanding.
AI’s Evolution in Lead Generation
2025 will see a lead gen overhaul, thanks to AI. Smarter chatbots can now handle more complex conversations, mirroring human agents, while AI-driven lead scoring helps teams prioritise prospects most likely to convert. Immersive tools like VR and AR are entering the mix too, where product demos can happen in a virtual showroom.
Explainable AI Gains Traction for Trust and Compliance
Explainable AI—a mechanism for visualising how AI reaches decisions—is crucial for marketers seeking both regulatory compliance and internal confidence in their stack. Platforms like Invoca’s Signal AI Studio exemplify how transparent AI tools can reduce risk and improve the accuracy of customer data usage and campaign targeting.
INNOVATIONS IN DIGITAL ADVERTISING
Chatbots Meet Advertising
AI-powered chatbots are being reframed as a new kind of ad channel. These bots offer intent-driven, conversational commerce experiences—a subtle but strategic shift away from traditional display ads. When integrated into broader omnichannel journeys, chatbots could act as highly personalised conversion engines.
Ecommerce Marketing Gets a Tech Upgrade
Ecommerce is experiencing a technology surge. The AI market in ecommerce marketing is on track to hit $9.01 billion in 2025, propelled by investment in content formats like video and live commerce—and the growing importance of voice search optimisation. These tools are helping brands meet consumers where they are: on mobile, in-stream, and hands-free.
Digital Video and Connected TV Ads Surge
Video ad spend continues its upward trajectory, with consumers migrating to CTV and ad-supported streaming services like FAST. Publishers and brands alike are prioritising high-quality and interactive video formats to meet this demand. If you’re not optimising creative for these platforms, you’re already behind.
WHAT THIS MEANS FOR MARKETERS
– Begin piloting generative AI tools to simulate market scenarios and consumer responses in real time.
– Audit your AI pipelines for explainability—especially where personal data is involved—to comply with growing regulatory scrutiny.
– Add AR/VR and immersive content formats to your consideration set for lead gen, particularly in B2C settings.
– Explore chatbot-led ad experiences that function as intent-driven funnels rather than disruptive media.
– Invest in video-first content strategies optimised for CTV, livestreams, and voice search interfaces.
Stay tuned. The AI-driven marketing ecosystem is evolving rapidly—and the brands that adapt first will likely lead the pack.
