I dislike predictions.

Almost as much as I hate New Year resolutions.

For three reasons:

1. They aren’t grounded in reality (i.e., they promote a certain way of thinking)
2. There are no consequences for wrong/poor predictions
3. The lesson or “What now?” is rarely answered

But I also find them helpful for:

• Establishing your credibility if you predict “correct”
• Forcing you to think high-level and futuristically
• Driving marketing strategy (through insights)

Without predictions or insights, you struggle to innovate.

You are stuck in the now—unable to see how tomorrow will impact you. It’s a limiting position.

Which is why this year, and every year to follow, I am going to make 7 predictions.

And in a year, I will revisit the previous predictions before making the next 7.

I hope this helps you accelerate your thinking about where marketing will be in 2025.

Let’s get into the predictions:

Prediction #1: AI hype will die down while and clear winners and losers will appear

Things move fast with AI.

AI will continue to grow in capabilities and integrations with the products we use. I see this making the conversation around AI get quieter, not louder.

But with the speed of development comes the increased chasm between those who use it and don’t. Even further, those who leverage it as a partner vs over-rely on it.