User acquisition is shifting to a highly targeted, data-driven, social media world and AI is going to be crucial to that. Paul Skeldon takes a look at what this looks like across the wider advertising and marketing world

It is no surprise that digital channels have become the dominant place for advertising and marketing of services, content and ecommerce, however without AI and automation it is hard to stand out from the crowd.

So finds the annual marketing survey of 700 marketing professionals from onmichannel ad company Mediaocean, which reveals how marketers are navigating rapid technological advancements and shifting consumer behaviours.

The report highlights the rise of generative AI (GenAI) as the top consumer trend, but for marketers themselves it is driving an increased investment in automation and the continued prioritisation of digital channels like social media, digital display/video and Connected TV (CTV).

THE IMPACT ON ADVERTISING

The study, perhaps unsurprisingly, finds that social media, digital display/video and Connected TV (CTV) are the fastest-growing channels, with 68%, 67% and 55% of marketers planning to increase spending in these areas, respectively.

However, while GenAI has emerged as the leading consumer trend, surpassing CTV, 63% of marketers identify it as critical to their business. Key advancements in AI are reshaping workflows and enabling more sophisticated advertising strategies. This is what is likely to be key for helping advertisers stand out in the increasingly competitive digital marketing arena.

AI is also having to work in close conjunction with automation to not only deliver the right ads at the right time to the right users, but also to make the process as efficient as possible. According to Mediaocean, automation has become the fastest-growing investment area, with a 17% increase in adoption since mid-2024, as marketers seek to improve their workflow across media formats.

Additionally, advertisers are adopting multiple approaches to identity resolution to improve campaign measurement and attribution. Almost half cite this as a top concern for 2025 and, despite slight improvements, 86% of advertisers report a lack of synchronization between creative and media processes, highlighting significant opportunities for growth.

MARKETING EVOLVES

“The report underscores the profound shifts already underway and intensifying across the advertising industry,” says Aaron Goldman, CMO of Mediaocean. “From the rise of AI and automation to the need for more comprehensive measurement frameworks, the insights in this report provide actionable guidance for brands and agencies looking to thrive and compete in a dynamic marketplace.”

“Generative AI is no longer a futuristic concept—it’s a cornerstone of today’s advertising strategies,” says Deborah Wahl, Forbes CMO Hall of Fame member and former global CMO of General Motors. “The moment we’re in reminds me of the electric vehicle transformation in the auto industry. To capitalise on the opportunity, nay – imperative, marketers had to reimagine their business strategies and marketing programs. The same goes for AI and the brands that embrace it now will see outsized returns.”