As we edge closer to 2025, marketers are gearing up for another whirlwind year of innovation, adaptation, and discovery. In 2024, we saw seismic shifts with the rise of AI and platforms like SearchGPT. Marketers quickly realised that sticking to one channel was a recipe for stagnation, leading to a more diverse digital strategy across SEO, paid ads, and email marketing.
The catch? With so much data from multiple channels, figuring out where the magic happened (i.e., attribution) became a puzzle, but that didn’t stop AI from shaping how we create content.
As a marketer who often finds herself juggling multiple tabs and seamlessly switching between them, I’ve compiled a list of upcoming trends for 2025 that I believe will shape our industry.
1. Doing more with less
The mandate for 2025 is clear: make every penny count, even as expectations rise. Marketing budgets might be leaner, but clients still expect high-quality outcomes. It’s a ‘do more with less’ world, so if you haven’t mastered efficiency without compromising creativity, now’s the time. Dubai’s landscape, in particular, has become a testament to stretching marketing budgets while delivering luxury and quality.
2. Google wants to keep you… on Google
Google’s approach now is to answer questions without users having to click away. From AI summaries to rich carousels on search engine results pages (SERP), Google is gradually reducing the need for users to venture beyond its platform. This could impact organic traffic, which means if you’re a marketer banking on SEO, you might need to re-evaluate your strategy or fear crash and burn. In Saudi Arabia, where digital adoption is soaring, local businesses are seeing traffic shift patterns as Google doubles down on its content.
3. The rise of alternative search platforms
Platforms like SearchGPT and Perplexity are slowly making waves, and while Google remains the giant, it’s wise to keep tabs on where your traffic comes from. AI-enhanced search is gaining trust, with a whopping 79% of consumers predicted to use it.
Diversifying your search strategy will become critical for brands with a global presence, especially in the GCC. If your brand’s discoverability is limited to Google, it might be time to think bigger.
4. SEO expands beyond Google
Gone are the days when SEO only meant Google. In 2025, optimisation will extend across platforms like YouTube, TikTok, and beyond. Think of SEO less as keywords and more as discoverability across all channels. Using multiple channels in a campaign can lead to up to 166 per cent more engagement. Brands in the GCC will benefit by creating cohesive campaigns that bridge online and offline channels.
5. Visual and sense search are on the rise
Search will become more interactive and intuitive. Visual search is gaining traction, and voice search, especially among younger audiences, is becoming more sophisticated. This shift towards “sense search” means your brand has to be ready to engage with consumers beyond traditional text queries.
6. Streamlining the customer journey
Brands are working toward a seamless customer journey, integrating channels like never before. Tools like Zaymo enable email-to-purchase clicks, making the buying process a breeze. This trend aligns with Saudi Arabia’s Vision 2030, emphasising digital transformation across sectors, creating a smoother, more connected journey for consumers.
7. AI moves from content creation to data utilisation
In 2024, AI showed us its prowess in content creation. But in 2025, it’s time to shift gears. AI will focus more on harnessing and making sense of the data we already have, unlocking insights, and enabling real-time adjustments. For instance, AI can help identify which audience segments are responding well in the UAE or which types of content work better in Saudi Arabia.
8. Personalisation gets even more personal
We’ve heard it before — personalisation is critical. But now, with AI at the helm, personalisation will become even more tailored. Brands that can tap into their data to offer hyper-relevant experiences will stand out. Picture this: as you walk through a mall in Dubai, you receive personalised recommendations based on your preferences and recent interactions with the brand. Creepy or out-of-this-world-awesome?
9. Privacy remains paramount
As AI-driven personalisation becomes more sophisticated, brands must tread carefully with customer data. Both Saudi Arabia and the UAE have been implementing stricter data privacy regulations, and brands that fail to prioritise data protection could find themselves in hot water.
10. Social content becomes a new storefront
Content creators are at the forefront of product discovery, and live commerce is on the rise. In markets like Saudi Arabia, where influencer marketing is booming, this trend signals a new way for brands to sell directly through social content.
11. Building a brand that’s real and relatable
More people are moving away from aspirational, larger-than-life digital influencers toward brands and personalities that feel real. Authenticity is king in 2025, with consumers looking for brands prioritising people and community over flashiness. Research shows that our future customers value genuine interactions with brands far more than celebrity endorsements. Real customers for the win in 2025!
2025 is poised to be a transformative year for marketers, blending cutting-edge technology with a renewed focus on authenticity and connection. For those navigating the unique markets of Saudi Arabia and the UAE, the road ahead promises both challenges and unprecedented opportunities to connect with audiences like never before.
by Leandra Meintjes, CEO of PROVEN 360
