AI & Automation in Marketing in 2025: What Brands Need to Know

Tom Perera
4 days ago
3 min read

Updated: 1 day ago

Tom Perera, Head of Strategy

In 2025, marketing is no longer a series of campaign blasts, but a dynamic, real‑time ecosystem. At the heart of this shift lies generative AI and automation, which are fundamentally reshaping how brands and marketing agencies engage, measure, and iterate. According to McKinsey & Company, 88% of organisations now report regular AI use in at least one business function (1). But adopting AI is just the beginning. The true challenge is to scale it intelligently and efficiently. In this article, we’ll explore the generative AI inflection point, provide tips for brands to stay agile, and show how a creative agency can help you navigate this transformation without losing your brand’s unique voice.

The Generative AI Inflection Point

The integration of generative AI marketing tools is already disrupting traditional marketing workflows. Tools like AI‑powered marketing automation enable creative agencies to craft hyper‑personalized content and optimise campaigns in real time. According to Funnel.io, brands are now testing multiple ad variants in a fraction of the time it once took (2). However, this rapid adoption also comes with challenges. Despite heavy investments in AI, a recent report on the "Generative AI Divide" shows that only a small percentage of companies are seeing measurable returns from these technologies (3).

What does this mean for brands? AI is no longer optional, but agility and proper integration are key to successfully leveraging these tools. Whether you’re a digital marketing agency or a growing brand, staying ahead means experimenting with AI while keeping your brand's voice authentic.

Why Marketing Automation Matters More Than Ever

Marketing automation, especially when driven by AI-powered tools, enables marketers to deliver personalized experiences at scale. Marketing workflow automation allows you to free up creative teams from time‑consuming tasks and focus on strategic, high‑value work. According to Harvard Business School, AI automation tools are already replacing repetitive processes in the marketing industry, allowing for more dynamic content creation and faster decision-making (4).

Our Opinion

From our experience as a full-service agency working with brands of all sizes, the ones succeeding are those that:

Invest in data hygiene to ensure AI tools work with quality data
Focus on AI training for teams so they can leverage these tools effectively
Maintain clear brand guidelines to avoid AI outputs from losing their human touch
Treat AI-driven campaigns as experiments that can be iterated upon continuously

Five Actionable Tips for Brands

Audit your marketing stack to identify areas where AI or automation can improve efficiency (e.g., content creation, audience segmentation).
Establish clear measurement frameworks, decide on your success metrics (CTR, CPA, etc.) and make sure AI systems align with them.
Start small: run a pilot with AI‑driven tools and learn from the results before scaling.
Humanize your AI outputs and ensure the voice of your brand is still front and centre, even in automated campaigns.
Partner with a creative agency: AI and automation work best when integrated with strategic expertise. An agency can help you adapt AI into your marketing strategies without sacrificing creativity or brand integrity.

How a Creative Agency Can Help

As AI marketing continues to evolve, so does the need for agile, human‑led strategic work. Creative agencies are uniquely positioned to help brands navigate this shift by:

Defining AI guardrails to keep your brand’s voice intact
Designing workflows that combine creative and automated marketing efforts
Leveraging their expertise to provide strategic oversight of AI-driven campaignsPartnering with a creative agency ensures that you stay ahead of the curve and can adapt to the ever-changing landscape of marketing technology.