Alfie Lagos.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Alfie Lagos, Director & Founder, Lexlab
As we close the book on 2024, the advertising industry finds itself in the throes of transformation. AI has dominated the headlines this year - sometimes as a breakthrough, but mostly as a buzzword unfortunately. A highlight being a conference panel which had panellists shotting tequila every time the dreaded acronym was mentioned and the result was a fairly pissed (drunk) stage by the end of it.
Yet, looking ahead to 2025, it’s clear that AI, when meaningfully integrated, will be a force for efficiency and creativity. Alongside it, the push for real-time transparency in media and an emphasis on thoughtful, interactive experiences will continue to reshape how brands connect with audiences.
Moving beyond “AI for AI’s sake”
2024 will be remembered as the year AI became unavoidable in advertising. Generative AI tools revolutionised workflows, from crafting headlines to optimising ad campaigns, but the novelty has quickly worn thin. Too often, AI was deployed for the sake of appearing innovative rather than delivering real value.
In 2025, the conversation will shift to customisation and meaningful integration. Brands will turn to tailored AI tools, such as GPTs designed for specific functions like creative production, customer segmentation, or campaign analysis. These tools will empower teams by streamlining processes and enabling smarter decision-making, rather than replacing human creativity.
The real opportunity lies in balancing automation with originality. In a market flooded with AI-assisted campaigns, the winners will be those who use technology to enhance—not homogenise—their creative strategies. Brands that pair the precision of AI with bold, human-led storytelling will stand out in an increasingly crowded digital landscape.
Real-time media transparency: The new standard
One of the most exciting developments of 2024 has been the acceleration of real-time media transparency. As economic pressures forced advertisers to justify every dollar spent, tools that visualise campaign performance across channels in real-time became indispensable.
2025 will take this further. Brands and agencies will demand even greater clarity—not just in terms of outcomes but also in where their ads are displayed and how they align with brand values. This transparency will extend beyond digital, with programmatic out-of-home (pOOH) and connected TV (CTV) offering granular insights into audience engagement and ROI.
While transparency tools provide a competitive edge, they also demand agility. Real-time data is only as useful as the decisions it informs, and agencies will need to adapt quickly to optimise campaigns on the fly.
Creativity reimagined: interactivity and connection
Interactive media saw explosive growth in 2024, with shoppable videos and immersive CTV formats leading the charge. This convergence of awareness and action has created a powerful new avenue for engagement, where storytelling meets direct response.
In 2025, we’ll see even more brands embrace interactive and shoppable media to bridge the gap between connection and conversion. These formats will become the backbone of campaigns seeking to engage audiences while delivering measurable results.
However, the growing reliance on tech-driven formats raises a critical question: how do we maintain the “human touch” in advertising? Consumers still crave authentic, relatable messaging, and the challenge for 2025 will be blending technological innovation with creative approaches that resonate emotionally.
A resilient workforce for a hybrid world
The job market in advertising has undergone seismic shifts. Economic uncertainty in 2024 forced agencies to cut costs, but the demand for hybrid skills—combining creativity with tech fluency—has never been higher.
2025 will see the rise of professionals who can bridge these gaps. As custom AI tools become more ubiquitous, the ability to harness them effectively will be as critical as traditional creative and strategic skills. Agencies will also double down on upskilling to future-proof their teams.
At the same time, flexible working arrangements will remain a cornerstone of the industry. With hybrid models here to stay, agencies must refine how they foster collaboration and culture across remote teams.
Building trust in a transformative era
The advertising industry is no stranger to change, but the pace of transformation in 2024 has been extraordinary. As we head into 2025, success will hinge on trust—between brands, agencies, and consumers. Whether through transparent media practices, authentic creative, or privacy-centric data strategies, the future belongs to those who prioritise meaningful innovation over fleeting trends.
The challenge for 2025 is clear: how do we embrace technology while keeping humanity at the heart of what we do? The answer lies in using tools like AI and real-time transparency not as ends in themselves, but as catalysts for connection, creativity, and accountability.
With a focus on thoughtful integration and a commitment to bold, value-driven strategies, the advertising industry is poised to not just navigate change but thrive in the opportunities it brings.
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