At Liquid, we pride ourselves on staying ahead of the curve by embracing creativity, originality and the rapidly evolving trends in marketing and communications. As we look to 2025, the landscape of marketing is set to experience even more dynamic shifts. So, what will 2025 hold for marketers, brands and audiences alike? Based on our own insights from the marketing industry and supported by WGSN marketing report, we’ve identified a few key trends that are likely to dominate the industry in the upcoming year. 

1. Combining AI with humanised marketing 

The creative and tech industries are growing more intertwined than ever before. As artificial intelligence continues to evolve, it’s becoming a game-changer in the way marketing campaigns are conceptualised and executed. In 2024, the market for AI grew beyond 184 billion U.S. dollars and this surge shows no signs of slowing down in 2025. 

We’ve already seen AI integrated into several high-profile marketing campaigns. For instance, Coca-Cola partnered with Silverside AI to revamp its iconic “Holidays Are Coming” ad. While the use of AI in creative processes sparked debates, especially about the potential replacement of human creative jobs, AI’s potential for enhancing creativity is undeniable. Similarly, Klarna, the Swedish buy-now-pay-later company, used AI to create 30 ad campaigns in 2024, handling everything from the idea to copywriting and visuals. 

In 2025, we anticipate AI will not just be a tool for efficiency but will be embraced as an enhancer of creativity. The future will celebrate AI’s ability to augment human creativity, offering marketers new ways to tap into ideas and produce content at scale. It’s no longer about replacing humans but empowering them to push boundaries in ways that weren’t possible before. 

2. The rise of authentic, data-driven influencer marketing 

The influencer marketing industry has grown rapidly, with ad spending on influencer marketing in the UK reaching £930m (US$1.17bn) in 2024. But as influencer marketing continues to evolve, we’re seeing a shift towards more authentic, data-driven strategies. Instead of relying on macro-influencers with broad followings, brands are increasingly seeking out micro and nano influencers who have deeper, more genuine connections with niche audiences. 

This trend aligns with the WGSN 2025 marketing report, which suggests that brands should focus on intentional entertainment strategies that resonate with specific consumer interests rather than trying to appeal to the masses. The value of smaller influencers lies in their ability to engage directly with dedicated communities, driving more meaningful and impactful connections and content.   

In 2025, we expect to see more industries, particularly in fitness, wellness and food leveraging influencer marketing with a more niche-focused approach. This evolution will deliver higher ROI for brands by fostering more genuine engagement. 

3. Social platforms and community engagement 

As the digital world becomes more interconnected, the power of online communities is growing. According to recent data, web searches for “community” have increased by 24% in the past two years, and 40% of consumers have said they plan to engage more in online communities in 2024. For brands, this presents a valuable opportunity to foster deeper connections with their audiences through more personalised and community-driven experiences. 

In 2025, community engagement will be more than just a marketing tactic, it will be a core strategy for establishing lasting brand loyalty. Brands will be expected to nurture communities where customers can connect over shared interests, creating authentic relationships rather than just transactional exchanges. 

A key part of this is celebrating niche cultural relevance and traditions through storytelling and experiences. For example, brands will celebrate cultural festivities and unique traditions, offering customers fresh experiences linked to these moments. Starbucks has already shown how this can be done with its app, which personalises the customer experience by tracking purchase history and offering tailored recommendations. This not only enhances convenience but also strengthens the emotional bond between brand and customer. 

Brands that succeed will be those that build robust communities, where customers can co-create, interact with others and form emotional connections. Expect to see more brands diving into these online spaces and offering customers the opportunity to be part of their journey, rather than just passive consumers. 

4. Digital interactive worlds 

In 2025, the idea of creating immersive, interactive worlds will continue to gain traction. Digital solutions are enabling brands to deliver multi-sensory experiences that extend beyond traditional advertising. Through collaborations with creators and tastemakers across various platforms, brands will tap into passionate fanbases and build long-term relationships that transcend single-sponsorship deals. 

Creating “creator universes” will be a key focus for brands. These universes, built around the influence of creators, will allow brands to work with those establishing their own “brands” through content and community. Co-creating with creators on episodic series or digital activations will foster long-term engagement with their followers. For example, exclusive events and collaborations will allow fans to experience a brand in real life and online, increasing the emotional connection to the brand. 

Food, fitness, and fashion brands will especially embrace this trend, finding new ways to blend the tangible with the intangible. Expect to see more partnerships between food brands and fitness influencers, where taste and health come together to create interactive experiences. Similarly, the intersection between food and fashion will create engaging crossover campaigns, making the senses an integral part of the marketing experience. 

2025 is shaping up to be an exciting year for marketing, with new technologies, strategies and cultural shifts coming together to create fresh opportunities for brands. From AI-enhanced creativity to community-driven engagement and multi-sensory experiences, the marketing industry is set to evolve in ways that we’ve never seen before. 

At Liquid, we’re excited to see how these trends will play out and look forward to embracing the ever-changing landscape with creativity, innovation and authenticity. It’s clear that the future of marketing is about connecting with audiences in more meaningful and personalised ways, and we’re ready to be a part of that evolution. 

We’d love to hear your thoughts on these trends and whether you’re ready to elevate your brand in 2025! Reach out to us via email or connect with us on social.