Creativity, AI & Marketing: Trends 2025

Marketing is constantly evolving, driven by innovation and technology, and the trends of 2025 show us a more exciting and dynamic landscape than ever before. Creativity, artificial intelligence (AI) and new digital strategies are merging to deliver more personalized, interactive and memorable experiences. Brands are embracing these tools to connect more deeply with their audiences, ushering in a new era of marketing that is being defined by these key trends:

Illusion and surprise

Today's marketing is focused on surprising and offering unique experiences. A clear example is that of a global flip-flop brand, which offered a free pair of products when 5 stamps were collected on a virtual card via email. The surprise, however, was that the model of the flip-flops would be unknown, which kept consumers' curiosity alive. This type of strategy leverages mystery to build loyalty. In addition, newsletters have evolved into interactive and creative tools capable of attracting new users, reactivating inactive ones and strengthening the relationship with the audience by means of gamification, personalized messages and storytelling.

Creative advertising campaigns are fundamental to implement this type of strategies that bet on surprise and personalization, which strengthens the connection with the consumer.

2. Dynamism

Video in email

One of the most effective ways to generate dynamism in a digital marketing campaign is through video. Including videos in a newsletter not only improves interaction, but also offers a more immersive and memorable experience. Users tend to click more on visual content, which increases click-through rates (CTR).

GIFs and Wallpapers

GIFs and moving visuals can make a newsletter considerably more dynamic. They provide visual elements that quickly capture the reader's attention, highlighting key messages such as offers or calls to action (CTAs). Simple yet effective, GIFs can communicate complex messages quickly, transforming a static newsletter into a fun and dynamic visual experience.

Interactive Tabs

The use of interactive tabs in newsletters facilitates navigation, allowing users to quickly access the content they are interested in. These tabs divide the information into thematic sections, offering a more organized, accessible and attractive user experience.

RCS: The evolution of messaging

RCS (Rich Communication Services) is a messaging standard that is gaining popularity as a replacement for SMS messaging. Through RCS, brands can send richer messages, including high-quality images and videos, and offer a more seamless conversational experience.

User Experience

Gamification

Gamification in marketing is not just a trend, but an effective strategy to generate engagement. A clear example is a campaign that generated more than €137,000 in revenue, with more than 3,800 purchases made and an impressive ROI of 3.085%. Gamification techniques, such as prize roulettes, can transform a simple promotion into an exciting and engaging experience for users.

Digital branding agencies are using gamification as a powerful tool to strengthen brand identity and generate deeper interactions with users.

4. Mobile First /Mobile Only

Smart Wallet Cards

The Smart Wallet Cards are positioning themselves as a key tool in loyalty and marketing strategies. These digital passports, which require no downloads or passwords, offer an efficient and non-intrusive way to communicate with customers through notifications, push and dynamic content. With growing adoption worldwide, this channel has proven to be effective, with a 70-95% download rate and user retention exceeding 93%.

WhatsApp Business

WhatsApp Business has consolidated its role as a direct and effective communication tool between companies and customers. This channel has proven to be fundamental for digital marketing campaigns, doubling conversion metrics compared to other traditional channels such as email. Users tend to interact more quickly through WhatsApp, which makes this medium a key ally in future marketing strategies.

5. Artificial Intelligence (AI)

AI is becoming more and more deeply integrated into marketing strategies. A clear example is the ability to create customized images requested by customers using AI. This technology not only makes it possible to generate visually appealing images, but also to make real-time adjustments, such as removing or adding elements, thus improving the personalization and relevance of the content for the user.

Content management is revolutionized by AI, enabling brands to deliver more personalized and effective experiences, resulting in increased customer loyalty.

Digital Listening

Active listening, or "digital listening"is another aspect that AI is perfecting. By analyzing conversations, quantifying interactions and detecting sentiment, brands can make informed decisions and further personalize their messages. This analytics capability enables brands to react quickly to users' needs and desires, which enhances the customer relationship and experience.

Branding agencies are using digital listening to gain valuable information about users and adjust their digital marketing and branding strategies more precisely.

Brands that manage to integrate these elements strategically will not only attract new customers, but will also strengthen their relationships with their audience, creating more dynamic, engaging and memorable experiences. Innovation and surprise will continue to be the key to connecting with users effectively in the coming years. Do you want to start implementing some of them in your company and don't know how? Let's talk and let's design together an advertising campaign strategy that will help you better connect with your audience and strengthen your brand.