It's the time of year for leaders in every industry to peer into the next 12 months and try to predict what the market might bring their industries and sectors. While this tradition dates back as far as organized economies, a new variable has truly shaken up this exercise - that's right, the elephant that doesn't even fit in the room anymore - Artificial Intelligence.
As we sat down to participate in this hallowed business ritual, peering into 2025 seemed more murky than ever. At the pace of AI advancement, how can we or anyone possibly predict which new tool, tactic, or strategy will become the next best practice? It's daunting.
We went into this clear-eyed knowing that AI may throw something truly unpredictable at us in a couple of months. With that in mind, the marketing veterans at Finch did what they always try to do - provide you with their earnest analysis and best advice in a wild marketing landscape.
I know, I know. This just seems spiteful based on the intro to this post. But, while we can't predict what AI tools will be hitting the market in 2025, we can certainly expect them to make their mark.
While AI can boost everyday efficiency in areas like data analysis, personalization, and ad optimizations, it is important to recognize where AI should enhance, and not replace, human touch.
Jake Tlapek, SEO Expert at Finch, shared his prediction on the emergence of new marketing apps designed through AI:
Even though AI will make it much easier for people to innovate new apps, it likely won't be enough to generate meaningful results without proper UX, data management or API.
Jake predicts that this will initially lead to a decline in SaaS revenue as users test and abandon subpar tools. Over time, dissatisfaction with these offerings will spark a resurgence in demand for well-developed SaaS tools. People will already be accustomed to spending on these solutions, driving increased adoption of higher-quality tools in the long term.
Lee Roquet, Finch CEO has expressed that while AI is phenomenal at optimizing the present, creativity, storytelling, and culture-defining campaigns are still a human game. He predicts that 2025 belongs to agencies who help brands find their unique voice in an increasingly homogenized marketplace.
Lee calls this "the problem of sameness" and says the only solution to sameness is creativity. "Agencies that embrace creativity-first approaches will thrive," he added and gave these examples:
AI can help you with all of these problems, but it can't solve them for you. It's a marketing adage as old as marketing itself: Nobody ever won by doing what everyone else was doing.
Let’s face it, building an effective omnichannel strategy is hard. The days of throwing money at Facebook ads (or any single channel) and calling it a day are long gone.
As marketing channels fragment and consumer touch points multiply, brands need agencies with the expertise to:
AI will also be a game changer in building omnichannel strategies this year. While it's not certain what new analysis tricks or data manipulations AI will bring, we can expect there to be more advanced ways to track, report and analyze omnichannel data.
This is where having an omnichannel maestro at the podium is crucial. AI will make data insights and organization simple. The analysis of those insights and ability to turn them into holistic growth strategies will be the multiplier brands seek.
Brands are undergoing a transformation. Before the internet, brands symbolized trust and drove sales. The internet revolution initially diluted this by increasing access to smaller, less established brands. Over time, brands found new ways to engage, focusing either on luxury value (e.g., Gucci, Rolex) or on community resonance through mission statements and eco-initiatives.
"Today, brands are shifting toward community-centric models. Instead of just aligning with values, brands are becoming the focal point of communities (e.g., "I’m a Dunkin’ person vs. Starbucks person")," explained Jake.
Companies like Duolingo exemplify this by making their brand the primary reason for engagement. Trust in brands is rebounding after years of skepticism toward smaller, less reliable companies.
Brands that focus on building the best community they can for their most loyal customers will stand out and overcome the problem of sameness that Lee articulated on earlier. AI can certainly help measure and manage your community, but brands that have a unique experience catered to their best customers will see the best growth.
Brand experience creates loyalty and retention. In 2025, customer loyalty and retention will take center stage as acquisition channels become more expensive.
Brands and agencies will need to shift toward a more balanced approach across the full customer journey (see omnichannel orchestrators above). The great ones will:
Alex Kennedy, SVP of Operations and Finch, put a fine point on it:
It’s no longer enough for businesses to say, "Trust us, we’ll keep your data safe." In 2025, consumers will demand to see how their data is being used. Whether it's a click-through consent form or a detailed breakdown of data-sharing practices, ethical data management will be the bare minimum for staying in the game. Brands that fail to comply with these higher standards risk losing more than just trust—they risk their entire customer base.
Apple, for example, has been pushing for more stringent data privacy standards for years, launching its App Tracking Transparency feature in 2020. This move empowered consumers with the ability to opt out of cross-app tracking, forcing companies to rethink their data strategies. Tim Cook, Apple’s CEO, frames it in terms of human rights: "Privacy is a fundamental human right, and we will continue to challenge companies that take advantage of consumers' data for profit."
In practical terms, this means more granular data controls for consumers. We're likely to see an explosion of "data dashboards"—user-friendly interfaces where consumers can manage the data they share with brands. Imagine being able to log into your favorite online store and instantly see which pieces of personal data are on file, how that data is used, and even who it’s been shared with. Brands need to prepare for this eventuality.
The days of agencies offering a one-size-fits-all service package are long gone. In 2025, the future of agencies isn’t just about delivering marketing services—it’s about creating a comprehensive, interconnected ecosystem that blends expertise, strategy, and technology in a way that redefines the concept of partnership.
Welcome to the era of the Agency 3.0—an ecosystem built on three core pillars: Agency Services, Consultancy, and Software.
At the foundation of any agency’s success lies its core offering: performance marketing, creative services, SEO, CRO, and more. But it’s not just about delivering the basics. It’s about harnessing years of hard-earned expertise to execute at the highest level. Clients don’t just need campaigns—they need campaigns that are finely tuned to deliver results, every time.
The future agency will tap into deep industry experience, creating bespoke solutions that move the needle in today’s ever-changing digital landscape. Whether it’s building hyper-targeted ads or optimizing conversion rates across channels, agencies will be expected to bring advanced, proven tactics to the table.
Today’s marketing landscape isn’t just challenging—it’s downright complex. Brands need more than execution; they need strategic guidance to make sense of a cluttered digital world. Enter consultancy.
The best agencies of the future will act as trusted advisors, offering performance audits, omnichannel insights, and data-driven strategies that help brands cut through the noise. These agencies will not only track metrics but provide actionable recommendations on how to optimize performance across all touchpoints. Agencies will help brands see the bigger picture, offering guidance that spans digital ecosystems, customer journeys, and business goals.
In 2025, data is king, and the ability to manage and utilize it effectively is a game-changer. This is where proprietary software comes into play. Agencies that offer custom-built tools for data centralization, collaboration, and actionable insights will have the edge.
Meet with a Finch expert to explore how these trends can drive growth for your business: