Running a fully integrated ad agency gives you a front-row seat to what’s changing – and what still works. And here’s what we’re seeing in 2025: marketing has stopped trying to shout – and finally learned how to flirt.
It’s no longer about being louder. It’s about being useful. And that’s a future worth leaning into. But the question is: do ads have a future in this future?
Personalisation that actually feels personal
Let’s get one thing straight: people don’t hate ads. They hate irrelevant ones.
Today’s personalisation isn’t just slapping a name on an email. It’s real-time, real-interest, real-you content. Thanks to AI, brands can finally stop guessing and start getting it. Think less “Hey, you left something in your cart” and more “Hey, this might actually make your day.”
We have realised that the smarter the system, the more room our creatives have to be bold.
Bless the robots – they’re giving us more time to be human.
And humans talk, right? That’s another change we’ve seen coming.
From typing to talking: The web goes invisible
We’re not typing into the internet anymore – we’re talking to it. Whether it’s asking your voice assistant to recommend a movie or telling your AI to plan a weekend, the interaction is seamless, intuitive, and increasingly invisible.
That means brands must rethink how they show up: not just in search, but in speech.
Write for voices, not just eyes.
But when we do still type into it, something interesting happens: we don’t always click.
Zero-click, still a total power move
Fun fact: over half of Google searches end without a single click. Sounds bad? Actually, it’s a brilliant opportunity.
Because the brand that answers – right there in the snippet, the panel, the preview – is the brand that wins trust. And once trust is earned, the next step isn’t selling. It’s belonging.
Communities are the new prime time
Here’s a plot twist: people trust people. Not platforms. Not polished ads. Just each other.
Whether it’s sneakerheads swapping drops on Discord or skincare fans remixing routines on TikTok, the best brand moments are born in the group chat.
Community isn’t a “nice to have.” It’s the new media plan.
And who drives these communities? Often, it starts with creators.
Micro-influencers, major vibes
Influence used to mean Hollywood. Now it means someone who reminds you of… well, you.
Micro-creators are the sweet spot: close enough to be relatable, clear enough to be trusted.
And when they love your brand out loud? It doesn’t feel like advertising. It feels like a friend with great taste.
We’ve always been advocates of letting content creators do their thing while we play the role of brand custodians – that’s when the real magic happens.
So, where does that leave us?
In a pretty exciting spot.
If the future of marketing is more human, more connected – then we’re not just moving forward. We’re levelling up. We’re making things people want and turning ads into value. Content into community. And brands into something people care about.
For those of us who love this game? That’s not just inspiring. That’s the whole point.
By Fadi Nakhle, CEO, YouExperience.
