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We did it! We made it to the end of 2024! This year has been intense (again). I have had personal stakes in 3 national elections - the UK (my first country), France (where my parents live), and the US (my current country). We have seen generative AI come for white-collar and creative jobs in a very real way. King Google is being unseated, and the age of easy SEO wins is over. Global unrest and strife continue and there have been periods this year when I’ve stopped reading the news. But we persevere!
Now 2025 is just around the corner and from a marketing perspective it probably won’t get any easier. Technology is a double-edged sword. It can make our life easier but rather than taking the win and using the extra time as downtime, we take this new level of productivity as the new norm and expect more from ourselves and others in the same time and for the same price.
What I am excited for in 2025 is the emphasis on the value of the human touch. When everyone uses AI badly, everything comes out at the same level of mediocre. What will differentiate the best next year is the human spin on things. Because people want to connect with people, not robots.
And consumers will become more discerning. Much like the early days of print advertising, digital banner ads, etc, generic AI output has worked because people trusted it - they didn't know the difference between the humans and the robots, but once it is the norm, they’ll notice AI output and trust it less. I’m not saying don’t use AI - you absolutely should - but be clever about how you use it. Use it to create a structure or first draft based on research, use it to optimize your systems, use it to brief team members, or even ask how it can be used to improve your business. Just don't use to to replace people, use it to enhance them.
I’m looking forward to 2025. I know it will have its challenges, but I’m a sucker for rising to a challenge; the bigger the challenge, the higher I rise. So goodbye 2024 and bring it on 2025, we’ve got this!
Georgina
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