How AI Will Transform Marketing in 2025

This Week

The Final Zero to Unicorn of 2024!

We’re closing out the year with a bang. Here’s what’s in store this week:

• Five bold predictions for how AI will transform marketing in 2025

• The Verge’s roundup of what you might have missed in AI this year

• The 12 Days of OpenAI: A breakdown of the latest releases and surprises

• Are LLMs stealing Google’s crown? A closer look at AI’s impact on search

• McKinsey’s must-read AI books for 2024 to stay ahead of the curve

• My guest spot on the Everything AI In Travel podcast, where I shared thoughts on AI search and more

Thanks for being part of the journey this year—here’s to making 2025 even bigger!

How AI Will Transform Marketing in 2025

Cautious optimism is out. Full-scale AI adoption is in.

With billions on the line and AI agents ready to reshape how we work, 2025 is set to be a defining year for marketing teams.

Curious what AI leaders and marketing experts predict for next year?

Read all the predictions at Medium.

What You Missed in AI This Year

Missed the biggest moments in AI this year?

From groundbreaking tech to heated debates, 2024 was a year that redefined what’s possible—and what’s at stake—in artificial intelligence.

The Verge compiled a look back at some of the biggest, boldest, weirdest AI stories from the last year.

Here’s what happened in 2024:

• AI in Consumer Tech: AI features became standard in devices like smartphones and wearables. The rapid integration also led to challenges, including privacy concerns and ethical dilemmas.

• Industry Disruptions: AI's influence extended almost everywhere, prompting strikes in industries such as gaming and entertainment. Workers advocated for policies to protect their roles against automation, leading to discussions about the future of work in.

• Environmental Impact: The deployment of large AI models raised environmental concerns due to significant energy consumption. This prompted a reevaluation of AI's sustainability and the exploration of more efficient technologies.

• Regulatory Responses: Governments and organizations worldwide began formulating policies to manage AI's rapid advancement. Initiatives like the AI Act aimed to establish guidelines ensuring ethical AI development and deployment.

For the complete look back, head over to The Verge.

12 Days of OpenAI

OpenAI is celebrating the holiday season with its "12 Days of OpenAI" event, unveiling new features and updates daily.

Highlights so far:

• Day 1: o1 & ChatGPT Pro
  OpenAI introduced ChatGPT Pro, broadening access to advanced AI capabilities. The o1 System Card was also released, highlighting safety improvements and robustness evaluations.

• Day 2: Reinforcement Fine-Tuning Research Program
  OpenAI expanded alpha access to its Reinforcement Fine-Tuning program, inviting researchers and enterprises with complex tasks to apply.

• Day 3: Sora
  The video generation model, Sora, moved out of research preview, allowing users to create videos from text, images, or existing videos.

• Day 4: Canvas
  OpenAI showcased Canvas, an interface for writing and coding in collaboration with ChatGPT, enhancing creative workflows.

• Day 5: ChatGPT in Apple Intelligence
  Integration of ChatGPT into Apple's ecosystem was announced, enhancing user experience across Apple devices.

• Day 6: Advanced Voice with Video & Santa Mode
  OpenAI introduced advanced voice features, including a festive "Santa Mode," allowing users to interact with an AI Santa Claus.

• Day 7: Projects in ChatGPT
  The latest update introduced project management capabilities within ChatGPT, streamlining workflows for users.

• Day 8: ChatGPT Search

  OpenAI unveiled ChatGPT Search, a feature that provides answers by retrieving information from relevant web sources.

The event continues with daily livestreams at 10 am PT.

You can watch all the OpenAI replays here.

Are LLMs Taking Over Google Search?

SparkToro analyzed 20 months' worth of search activity from 130,000 Google users to tackle a question on every marketer’s mind: Are AI-powered tools like ChatGPT and Claude stealing market share from Google?

Here’s what they found:

• Google Still Dominates: Google continues to hold a staggering 83.54% of cross-platform search share. LLM-based tools like ChatGPT account for just 4.33%, with Bing trailing at 1.97%.

• AI Tool Users Still Use Google: While usage of LLMs is growing, 99.8% of AI search tool users also rely on traditional search engines like Google.

• Growth Trends: Perplexity showed significant momentum, with 6x growth in search traffic over the last year. Similarly, tools like Gemini surged by 295% in webpage visits per desktop user.

• ChatGPT Leads the Pack: Among AI platforms, ChatGPT remains the leader, far outpacing competitors like Bing and Microsoft Copilot in monthly active users.

The Verdict: LLMs are growing, but they’re not putting a dent in Google’s dominance—at least not yet. Marketers should keep an eye on the trends, but search habits remain firmly entrenched in traditional platforms.

Watch the webinar and access the report at Sparktoro.

Top Reads for 2024: McKinsey’s Must-Read List

Looking to brush up on your AI knowledge before the end of the year? McKinsey compiled standout book recommendations from CEOs, founders, and leaders across industries.

Here are four must-reads to wrap up 2024:

1. AI Needs You by Verity Harding
   A call to action on how we can shape AI’s trajectory while protecting our future.

2. Chip War by Chris Miller
   A gripping account of the global battle for semiconductor dominance.

3. Co-Intelligence by Ethan Mollick
   Insightful perspectives on how we can live and work alongside AI.

4. The Coming Wave by Mustafa Suleyman
   A deep dive into the technological power reshaping the 21st century.

Get the full list at McKinsey.

AI Search On The Rise [Podcast]

On Tony Carne's Everything AI in Travel podcast, we dug into how AI is reshaping the way people search for information—and what that means for travelers and marketers.

Search engines like Google are no longer the sole gatekeepers of knowledge. Tools like ChatGPT and Perplexity are on the rise, delivering answers in an interactive, conversational style that’s changing how users find what they need.

As I say in the podcast, people love how these tools get straight to the point. Instead of wading through a sea of links, they get clear, direct answers instantly. That shift means your SEO game needs an upgrade.

Here are four quick tips for optimizing for AI search:

1. Organize pages so they’re easy for algorithms to understand.

2. Add FAQs to your site—they’re goldmines for AI tools pulling answers.

3. Use specific, question-based keywords that match what users might ask.

4. Keep your tone conversational and natural, like you’re chatting with a customer.

Listen to the pod at Travel AI.

Spread The AI Cheer

Help grow the newsletter by sharing it with your friends and colleagues. After all, who wouldn’t want a little AI inspiration to wrap up the holiday season? 🎄