Artificial intelligence

6 Major AI Trends for 2025

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By Marina Avilés, on 7 February 2025

Marketing trends encompass a wide range of aspects, from innovations in strategies and content formats to advanced technologies like artificial intelligence. Looking ahead to 2025, AI is set to reach an unprecedented level of innovation. We're not talking about the usual automation tools or chatbots that have dominated discussions in recent years. The coming year will bring entirely new and revolutionary possibilities powered by more advanced AI across every field of digital marketing.

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Major AI Trends for 2025


AI Agents

In 2024, we witnessed the rise of AI-powered virtual assistants. However, the emergence of AI Agents marks a completely different trend.

AI Agents are powerful tools that automate much of the heavy lifting in marketing. Their cognitive abilities—perception, analysis, understanding, learning, decision-making, and execution—far surpass traditional AI capabilities. Think of them as expert collaborators who automate complex tasks while continuously learning and adapting based on your needs in various areas of digital marketing.

AI Agents operate across multiple platforms, including marketing software, social media, email, mobile apps, and websites. They can work in real time or even predict future needs by analyzing behavior patterns.

A standout example is Breeze, HubSpot's AI Agent ecosystem, which launched in late 2024. For 2025, HubSpot offers four specialized AI Agents:

  • Breeze Content Agent
  • Breeze Social Media Agent
  • Breeze Prospecting Agent for lead generation
  • Breeze Customer Agent for customer relationship management

Beyond HubSpot, platforms like agent.ai offer a variety of agents tailored for advanced marketing tasks, including competitor analysis, SEO positioning, conversion rate optimization, and more.


Agent AI


Augmented Workforces

Over the past years, smart technologies and automation have been widely adopted to streamline marketing and business processes. However, our industry has learned that simply integrating cutting-edge technology into outdated systems isn't enough.

This realization has given rise to augmented workforces—a 2025 trend that reimagines marketing management from the ground up. This approach involves breaking down marketing operations into their most basic components and redesigning them to be more efficient and effective with the help of AI.

It focuses on using AI to enhance and amplify workers' skills and capabilities rather than simply automating tasks. According to the World Economic Forum, 44% of workers' skills will undergo significant change between 2023 and 2028. With this trend, AI will help humans achieve greater potential rather than just replacing manual processes.

For instance, in email marketing, instead of automating mass emails to general lists (which often yields low engagement rates), AI can continuously analyze individual user behavior—past interactions, specific interests, and peak activity times. This real-time analysis enables hyper-personalized segmentation, delivering messages that are uniquely tailored and perfectly timed, resulting in significantly improved open rates and loyalty.

As Bill Gates famously said:
"The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency."

Until 2024, AI was primarily used for superficial changes. Starting in 2025, AI will drive profound transformations, fostering a more robust and scalable human-machine relationship capable of evolving.



The Revolution of ChatGPT (GPT-5)

So far, generative AI tools, like ChatGPT, are estimated to be improving productivity in marketing departments by 30%. In fact, more than 9 out of 10 marketing directors report seeing immediate improvements in both work organization and efficiency thanks to these technologies (Master of Code).

ChatGPT was the tool that truly showcased the potential of generative AI worldwide. What’s even more impressive, however, is that the new version of ChatGPT (GPT-5), set to be released in 2025, will be up to 100 times more powerful than the current version (GPT-4).

According to Bloomberg, GPT-5 tests demonstrate that by 2025 ChatGPT will have reasoning abilities similar to those of humans, enabling it to “think” before responding.

Additionally, ChatGPT will be multimodal, meaning it will be able to process audio (like voices), images, and videos. It will also have the capability to connect to the internet to conduct its own research. On top of that, it will sync with tools like your email and calendar to manage email marketing campaigns, schedule appointments, and more.

To make the most of this potential in digital marketing, you can use so-called “custom GPTs.” These are variations of ChatGPT that you can adapt and train to expertly perform specific tasks, all without requiring any knowledge of computer programming.

For example, in the GPT Store (OpenAI’s official marketplace), you can find custom GPTs specialized in writing, email marketing, data analysis, workflow automation, and more.



Next-Generation Voice Assistants

Features like “Hey Google” and “Hey Alexa” are already becoming outdated. In 2025, we’ll witness the rise of voice assistants capable of engaging in much more complex and natural conversations, thanks to generative AI—technology that wasn’t available for traditional smart assistants.

Ruslan Salakhutdinov, former Director of AI Research at Apple, states that virtual assistants are on track to receive an “all-powerful” upgrade powered by generative AI.

Scheduling meetings or replying to emails will become a thing of the past. The next generation of voice assistants, set to debut in 2025, will be able to understand complex user requests and, in turn, perform equally complex actions. For instance, they’ll be able to browse websites to locate forms or complete various types of transactions.

Throughout 2024, we’ve seen major advancements in AI: Google launched Gemini Live in Spanish, ChatGPT introduced voice mode, and IBM enhanced the conversational AI capabilities of WatsonX Assistant, among other notable developments. This entire generative ecosystem is expected to fully take off and gain momentum in 2025.

Take Gemini Live as an example. So far, it can only sync with Google Workspace applications. This allows you to request highly specific searches, such as locating particular messages within your email marketing chains or finding advertising campaign images within a library of thousands of random photos.

Google’s official blog provides a good example:

A user has a daughter named Lucía and is reminiscing about her early years. The user can ask Gemini Live, “When did Lucía learn to swim?” or even, “Show me how Lucía has progressed in swimming.”

In response, Gemini Live analyzes all the images in the user’s Google Photos account and displays photos (in chronological order) in which Lucía appears to be swimming.

This example highlights the capabilities of Gemini Live within the Workspace environment. However, Google is heavily investing time and resources into expanding the ecosystem of synchronized applications as quickly as possible.

Now, imagine what you could achieve in 2025 if Gemini Live could connect with tools like HubSpot, your company’s website chatbot, or your brand’s social media accounts.

The new generation of voice assistants is fully multimodal. These systems integrate all models—text, audio, image, and video—enabling them to analyze contexts and establish connections with a level of intelligence never seen before.

The same is true for IBM, which recently added new AI capabilities to WatsonX Assistant. This assistant now features highly advanced voice recognition for phone channels, which is particularly valuable in customer service departments, elevating interactions with users to an entirely new level. In marketing, WatsonX Assistant is also becoming specialized in lead generation, funnel automation, behavior analysis, and more.


More Realistic AI-Generated Video

AI-powered video generation platforms like Sora, Vidu, Runway ML, Synthesia, and Pictory are revolutionizing audiovisual production in marketing. These tools enable the creation of professional-quality videos without the need for actors or filming equipment. Simply describe the desired concept in the text.

Want to create a makeup tutorial featuring a model or capture a panoramic city view as if filmed by a drone? All of this is now possible with generative AI through “text-to-video” capabilities. In other words, once you describe your idea, the platform will generate the video for you.

Current AI struggles with ultra-realistic human expressions. By 2025, generative AI is expected to advance even further with techniques like “video-to-video” transformation and CGI (computer-generated imagery), enhancing the quality and realism of avatars and human expressions. This will allow for highly personalized and engaging content tailored to each user’s interests and behaviors.

Additionally, these tools optimize videos for social media, boosting engagement and visibility. AI not only accelerates production but also unlocks new creative and strategic possibilities for marketing.

AI-generated video will revolutionize storytelling, from scriptwriting to character design, scene direction, and optimization for formats like social media.


Sora use example and flaws


AI Regulation in Europe

In 2024, the European Union introduced the Artificial Intelligence Act (Regulation 2024/1689) to regulate AI development and usage, addressing privacy and security concerns. AI systems are classified into four risk categories: unacceptable, high, limited, and minimal risk.

In 2025, the following measures will take effect:

  • February 2025: Prohibitions on certain AI systems.
  • August 2025: Standards for governance, confidentiality, and penalties.

Startups and SMEs will also have controlled environments for AI testing to encourage innovation. If you want to know how the AI Act may impact your intelligent systems, you can use the EU's official AI Act Compliance Checker.

As we’ve seen, AI trends for 2025 will unlock unprecedented opportunities for digital marketing, transforming how brands, businesses, creators, and customers interact with technology. A thrilling year of innovation awaits!

Marketing Trends 2025

Marina Avilés