Title: Today’s AI Stories and Takeaways for Marketers
Date: Sunday, 4 May 2025
As artificial intelligence cements its role in marketing, the pace of innovation across adtech, cloud services, and campaign strategies is accelerating. From deeper integration of AI in content creation and personalisation, to new investments in AI tools and infrastructure, marketers must stay agile to keep up. Today’s brief explores the latest developments shaping the future of AI-driven marketing and advertising—and what you need to do about them.
AI Becomes the Backbone of Marketing
AI is no longer a “nice-to-have” in digital marketing—it’s foundational. Marketers are now relying on AI to scale content creation (via tools like ChatGPT, Jasper, and Copy.ai), automate chat support, enhance segmentation, and deliver real-time personalisation. Predictive analytics helps time offers and messaging, while automation boosts efficiency across campaigns.
To remain competitive, brand strategy must now be AI-first. Without AI integration, marketers risk falling behind peers who are using machine learning to extract deeper insights, reduce cost per acquisition, and deliver high-performing content faster.
AI Infrastructure and Ecosystem Investment
Cloud giants are doubling down: Microsoft is heavily promoting AI + cloud within its partner ecosystem, while AWS is making strategic investments in both AI infrastructure and upskilling talent in the UK. These moves signal the industry’s broad pivot toward scalable, AI-powered services.
This institutional investment makes it easier and more cost-effective for marketers to access cutting-edge tools without bespoke development. Expect more plug-and-play AI capabilities embedded into the platforms you already use.
Funding Fuels Next-Gen AI Tools
A surge in AI funding reflects vibrant innovation across sectors. London-based startup Etiq AI secured €900k to expand its debugging suite for data scientists; healthcare automation company Plenful raised $50M for operational AI; and identity platform Persona hit a $2B valuation after its $200M raise.
For marketers, that means a new wave of high-growth tools focused on data quality, automation, compliance, and personalisation is coming online fast. Keep an eye on startup solutions that can plug directly into your martech stack.
AI-Optimised Advertising Gains Traction
AI’s utility in advertising now spans the full campaign lifecycle. From predictive buying patterns to automated bidding and dynamic ad personalisation, brands can now run smarter, leaner campaigns. AI-driven optimisation means media budgets stretch further by targeting the right audience at the right time, with the right message.
Importantly, AI also enables real-time adaptation—which means creatives and media plans can pivot mid-flight based on performance data or emerging trends. This agility can significantly boost return on ad spend.
Digital and Experiential Strategy Converge
Video, search, and paid social ad spend continues its upward climb, driven by measurability and precision targeting. Simultaneously, generative AI and storytelling are being used to enhance creative ideation and user engagement—especially in experiential campaigns. Events like the SBJ Brand Innovation Summit showcase how brands are deploying AI and immersive storytelling to deepen audience connection.
Influencer marketing remains a powerful lever—particularly when paired with AI to optimise creator selection, assess true reach, and enhance audience targeting.
What This Means for Marketers
– Build AI into the core of your content and campaigns. Make tools like ChatGPT and Jasper standard in your marketing workflows.
– Tap into AI-powered campaign automation for real-time optimisation across paid channels.
– Monitor the AI startup space to discover tools that can give your team a non-linear edge—especially in data science and performance analytics.
– Prepare for the convergence of AI, storytelling, and experiential: test generative AI for campaign ideation and consider integrated influencer campaigns with AI-aided creator matching.
– Stay close to developments from big tech (Microsoft, AWS) to benefit from scalable AI services built into your marketing infrastructure.
AI in marketing is not a single tool—it’s a tectonic shift. Teams that adapt quickly will drive better performance, faster growth, and deeper customer relationships.
