Deloitte on 2025 Marketing Trends: Personalization, AI, and Growth Through Resilience

In Marketing Trends 2025, Deloitte outlines eight key shifts that will define how brands grow in a landscape shaped by economic uncertainty, data privacy, and rapid advances in technology. The report draws from global CMO interviews and executive research, offering a clear roadmap for marketers looking to balance long-term brand building with short-term performance.

Here are the key trends marketers need to watch in 2025 and how to act on them.

→ Personalization is becoming the revenue driver

The business case for personalization keeps getting stronger.

80% of consumers are more likely to buy from brands that deliver personalized content
Personalization leaders are 3x more likely to exceed their revenue goals
56% of marketers are actively investing in personalization efforts

Deloitte’s research shows that personalization is no longer just a marketing trend, it’s a strategic growth asset.

What to do: Use real-time data to personalize touchpoints across the customer journey, from acquisition through loyalty. Invest in tools and processes that help you deliver at scale.

→ Generative AI is moving from buzzword to business advantage

Deloitte expects GenAI to contribute a $10 billion revenue uplift for enterprise software companies by the end of 2024.

64% of brands plan to implement AI tools to automate content creation and improve efficiency
AI is being used to create localized content, product recommendations, and personalized customer service
Teams using automation and GenAI report faster execution, lower costs, and better relevance

What to do: Adopt AI tools for content production, data analysis, and campaign optimization. Upskill your team to guide the AI effectively and ensure brand consistency.

→ First-party data is becoming the new foundation

With third-party cookies disappearing, first-party data is critical to maintain personalization and compliance.

Companies are moving toward value-driven data collection, offering loyalty perks and exclusive content in exchange for customer insights
Privacy-first strategies build consumer trust and brand loyalty
CMOs are prioritizing secure, transparent data systems to stay ahead of regulation

What to do: Create clear data-sharing incentives, communicate how data is used, and invest in privacy-compliant infrastructure.

→ Omnichannel experiences are a competitive edge

Today’s consumers expect a seamless experience across in-store, digital, mobile, and social channels.

Brands that successfully integrate physical and digital touchpoints are seeing higher engagement and conversions
Leading CMOs are using unified CRM systems, real-time data, and location-based tools to build consistent customer journeys
Apps, IoT, and on-demand services are key to bridging online and offline

What to do: Break down channel silos. Ensure consistent messaging, experience, and data across every customer interaction.

→ Content must be personalized, agile, and scalable

Deloitte highlights the rise of “hyper-personalized” experiences, where content adapts dynamically to the customer’s needs and context.

60% of marketers are investing in templating, modular content, and remixing tools
Real-time personalization is increasingly expected, especially in loyalty programs and ecommerce flows
Agile content operations are allowing teams to respond faster to customer signals

What to do: Use automation to create modular content that can be quickly adapted by audience, region, or channel.

→ Marketing talent must evolve with the tools

As technology evolves, skills must follow. Deloitte emphasizes the growing gap between marketing ambition and team capability.

Top in-demand skills include data literacy, AI fluency, and digital content creation
Future-ready teams report higher campaign effectiveness, faster speed to market, and stronger employee retention
73% of CMOs are prioritizing ongoing training and cross-functional collaboration

What to do: Create a culture of learning and experimentation. Offer regular upskilling in analytics, tools, and AI usage.

→ Brands must balance revenue with purpose

CMOs are under pressure to deliver short-term results without sacrificing long-term brand equity.

Customers expect brands to lead with values and take a stand on issues they care about
Deloitte advises investing in both brand awareness and performance marketing—using long-term metrics to measure success
Value-driven messaging combined with agile execution is the new standard

What to do: Define your brand’s purpose clearly and ensure every campaign aligns with it while still driving measurable results.

→ Retail media and social commerce are growth accelerators

Deloitte reports that media management and social commerce are rapidly converging.

Retail media networks are becoming a priority for driving measurable ROI
Social media is evolving into a full-funnel engine with shoppable posts, influencer campaigns, and live video
Influencer credibility and creator partnerships are now essential in purchase journeys

What to do: Build strategies that blend awareness, content, and conversion on the platforms your customers use most.

Final takeaway on Deloitte 2025 Marketing Trends

Deloitte’s 2025 outlook highlights a new era of marketing defined by personalization, agility, and responsible innovation. Brands that succeed will be those that integrate AI with human creativity, build trust through transparency, and evolve faster than the market demands.

In a time of economic pressure and high customer expectations, resilience will come from marketing teams that move smart, move fast, and stay connected to what matters most: the customer.