AI and digital strategies set the trends in marketing and advertising for 2024

Advances in artificial intelligence (AI) are transforming areas such as communications, marketing and advertising, with more than 80% of companies expected to adopt generative AI by 2026. This growth will be accompanied by Google’s removal of third-party cookies, which will strengthen contextual advertising. In addition, digital marketing and SEO/SEM will remain essential, while new metrics such as attention will be developed to measure the success of advertising campaigns.

AI is having a profound impact on automating and personalising campaigns, optimising resources and speeding up creative processes. Tools that allow content and ads to be generated automatically are reducing the need for human intervention, posing challenges for the future of employment in sectors such as creative advertising. But it is also democratising access to advanced tools, allowing small brands to compete with large companies.

In 2025, advertising strategies will have to adapt to new data protection regulations and the disappearance of cookies. The use of proprietary data and AI will be key to analysing consumer behaviour and predicting buying patterns. In addition, user attention will become a key indicator of success, while CTV (connected TV) and social media will continue to be key marketing channels, with an increasingly customer-centric approach and integration of strategic areas within companies.