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If 2024 was the year when generative AI moved into the mainstream, 2025 will drive marketers towards a fully addressable, shoppable, and accountable media ecosystem, marking a shift into what has been hailed as the “algorithmic era of media”.
That is according to the Dentsu 2025 media trends report, The Year of Impact, crafted by specialists across the group’s media agencies Carat, Dentsu X, and iProspect, which explores the profound changes driven by algorithms, AI, and the new dimensions of consumer engagement, expected to shape the media landscape in the upcoming year.
With over 40 pages of in-depth insights, the report outlines how brands can harness this new media environment to drive tangible impact and growth.
The key themes poised to drive the industry forward include:
AI moves from potential to actual impact. The report states that AI has evolved from a nascent trend to a transformative force, embedding itself in daily life and revolutionising media planning, content creation, and consumer interaction. AI-generated micro-moments and the rise of dynamic personalisation are opening new doors for brands to build deep, meaningful connections with consumers.
Storytelling breaks through the algorithmic bubble. Niche interests and deep fandoms are becoming invaluable assets for brands looking to stand out, the report claims. Storytelling will be the primary tool for brands to navigate the increasingly algorithm-driven media space, creating impactful narratives across connected television and digital platforms.
Retail reshapes media. Retail media continues to grow at a double-digit rate, offering advertisers access to unparalleled shopper data. With key retail players like Amazon, and even some in the finance industry, like PayPal, expanding their ad capabilities, the retail-media fusion is set to become a cornerstone of media strategies.
The quest for quality. As media investments increase, so does the demand for higher-quality engagement. Brands must prioritise strategic partnerships and premium content to cut through the noise, ensuring their media dollars drive both immediate results and long-term brand equity.
Unevenly distributed future. As technology and media consumption habits evolve unevenly across regions, brands will need to adopt hyper-localised strategies. Regulatory, economic, and technological divides are reshaping the global media landscape, and brands must be prepared to navigate these complexities.
Dentsu UK&I media practice chief executive Jenny Bullis said: “As emerging technologies, such as GenAI, reshape the modern media landscape, there has never been a better time to embrace innovation and use it to make an impact.
“The algorithmic era presents many opportunities to revolutionise the way that brands engage with their key audiences. Our 2025 Media Trends report is a must-read for marketers and media professionals looking to capitalise on these and future-proof their strategies as we head into the new year.”
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