In 2025, generative artificial intelligence will shift from a behind-the-scenes tool to a central driver of innovation in marketing.
We can expect the emergence of agent AI 2.0, a new breed of agent AI that will manage complex, real-time tasks. Alongside this shift, tech firms like Apple and Anthropic are poised to become key players, stealing some of the AI spotlight from companies like OpenAI and Google.
This transformation will be fueled by AI’s evolving ability to reason more effectively and retain more context.
Here are key AI trends to watch out for in 2025.
The rise of agent AI 2.0
In 2024, agent AI was still in its infancy, with companies like Salesforce testing pilot programs for specific functions. But by 2025, this technology will have made significant strides and be able to coordinate multiple activities simultaneously. Google’s latest Gemini-powered agent AI, for instance, can autonomously browse the web, mimicking human interaction by controlling Chrome to move the cursor, click buttons, and complete forms.
According to Jason Snyder, chief technology officer at Momentum Worldwide, AI will not only respond to isolated events but will be able to adapt to ongoing changes, such as shifts in consumer behavior or weather patterns, across various industries. For example, AI systems could streamline fleet management (the process of keeping all the vehicles for a delivery service company running smoothly, on time, and within budget) or coordinate events dynamically, optimizing processes in real time based on a wide range of inputs like consumer data or promotional events.
This level of real-time automation is currently in development, with major companies like Microsoft working to implement frameworks that could bring this vision to life, said Snyder.
Ultimately, this shift will be game-changing for brands, Snyder added, as AI will help them stay within budget while meeting targets based on historical data.
Anthropic’s breakout year
2025 should also mark Anthropic’s breakthrough moment in AI development, according to sources.
In November 2024, the company introduced its model context protocol. This new protocol means its flagship product Claude can integrate with tools like Google Maps and Google Calendar, so it can create an app or chatbot for tasks like finding lunch spots, scheduling meetings, and making restaurant reservations, according to Mike Barret, founder and chief strategy officer at ad agency Supernatural AI.
