Experience Marketing and Storytelling Are a thing again
As generative AI and automation continue to reshape the marketing landscape, customer engagement and ad performance are evolving in real time. Today’s digest highlights accelerated AI adoption in video content, rising concerns over workforce disruption, innovations in adtech, and the strategic role agencies are playing in helping brands navigate a post-cookie marketing world.
Here’s what you need to know:
AI is Reshaping Video Marketing and Content Creation
AI’s impact on content production continues to surge, particularly in video. A recent study shows 41% of brands now use AI tools in video production, up from just 18% last year. These tools are enabling marketers to generate more content, faster, at lower cost — dramatically reducing time-to-market.
Short-form video is also gaining ground in B2B, largely due to its clarity, high engagement rate, and adaptability across formats.
At the same time, marketers face a key challenge: AI-generated content that misses the mark can degrade brand trust. Mistakes in copy, voice, or context can quickly spiral into reputational issues. Thus, scalable quality control and responsible use of AI are essential as adoption grows.
Workforce Disruption and the Shift in Digital Marketing Roles
The World Economic Forum estimates that while 92 million jobs may be displaced by automation and AI over the next five years, roughly 170 million new roles will be created — often requiring new skills. Generative AI is predicted to automate tasks such as copywriting, analytics, and even campaign management, accelerating pressure on human capital.
Forward-thinking brands are focusing on talent reskilling and redefining team structures around a hybrid model of human insight augmented by AI.
AI-Driven Advertising Becomes the New Standard
Meta for Business has just been recognised as the top social media advertising platform of 2025, thanks to its AI-powered targeting engine and omnichannel integration. Across verticals, advertisers — especially in auto and B2B — are turning to AI to optimise programmatic buying and improve personalisation.
In B2B, AI is being used to parse behavioural signals at scale, predict intent, and dynamically serve contextually relevant messages — a shift away from static, segmented campaigns to truly adaptive customer journeys.
Experience Marketing and Storytelling Make a Comeback
While AI powers optimisation and automation, brands are rediscovering the power of emotionally resonant storytelling. Experience marketing is resurging in 2025 as a counterbalance to performance-first campaigns, particularly in high-consideration sectors.
Short-form video, storytelling, and immersive experiences are merging to create rich, memorable brand ecosystems — with AI quietly operating in the background to enhance relevance and timing.
Digital Agencies Take on Strategic Roles
Agencies are no longer just execution arms — they’re becoming core strategic partners. As third-party cookies sunset and privacy regulations tighten, agencies are guiding clients through first-party data strategies and AI integration. Their ability to deploy advanced capabilities without needing internal engineering teams makes them especially valuable for mid-size and enterprise brands.
Moreover, agencies are helping translate complex AI systems into real-world marketing use cases, acting as both technology interpreters and growth enablers.
What This Means for Marketers:
– Start integrating AI-assisted video creation tools into your content stack — but ensure rigorous QA to protect brand trust.
– Begin internal upskilling initiatives around prompt engineering, marketing data analysis, and AI governance to future-proof your team.
– Explore how AI-powered advertising platforms can scale personalisation and drive better ROAS, especially in programmatic channels.
– Consider blending AI targeting with experience-led storytelling to balance efficiency with emotional resonance.
– Reassess partnerships: a digital agency with deep AI enablement capabilities can accelerate transformation with lower technical lift.
AI is no longer an experimental edge — it’s now foundational. Stay agile, stay customer-focused, and align strategy with both innovation and resilience.
