The year of AI: Artificial intelligence invaded all aspects of life in 2024, from work to play and generation to generation. New genAI players appeared to take on megaliths like Google and Meta. It would be a copout to say that 2025 will bring more of the same, but we expect startups to begin taking more market share from Big Tech and challenging the status quo.

Google, Apple, and Samsung integrated genAI into their flagship devices, but delays and tepid consumer interest signal challenges ahead.

EMARKETER clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.

While Gemini and cloud services drive record revenues, competition and global regulatory actions threaten its monopoly, particularly in search and advertising ecosystems

Abandoning its EV ambitions, Apple focuses on AI-driven services and devices, aiming to lead on-device innovation while navigating fierce competition and regulatory battles

Brands focus on AI as creative ally: The technology's role in fostering innovation and cost savings augments human touch.

OpenAI rolls out free search to capture shoppers during a peak ecommerce season, offering price comparisons and product links just when consumers need them most

AI video technology attracts early adopters: Brands like TCL embrace imperfect results for cost savings.

WaveForms bets on emotionally aware chatbots to transform customer service, but overcoming widespread user distrust of AI interactions may be its toughest challenge.

Investor excitement contrasts with customer hesitation, suggesting businesses must balance automation with user trust to maximize AI’s potential

The new AI model empowers marketers and hobbyists alike with streamlined video creation, pushing the company ahead in the booming genAI video market.

With sweeping device access and app control, it’s looking to give everyone AI agents—if trust issues don’t hold it back.

Resilience initiatives and advanced AI features aim to secure cloud services and cement its role in critical business and government tech.

By enabling nuanced, real-time audio translations, DeepL helps companies localize content, enhance CX, and reach untapped regions with tailored strategies.

Big-name backers bet on its fast, cost-effective tools to improve marketing workflows and supercharge genAI innovation.

Meta, TikTok, Snap, and X intensify efforts to counter foreign influence and AI-driven deepfakes. Their ability to protect election integrity faces critical scrutiny.

ChatGPT’s new offering can challenge Google’s search space while expanding its appeal, positioning OpenAI for future ad revenue opportunities.

B2B marketers are embracing genAI-powered tools to enhance the effectiveness of their marketing initiatives. Marketing teams can use this technology in six valuable ways to drive better outcomes.

GenAI has already transformed ad targeting by making it easier to find the right people in the right places with the right content. This report explains which use cases are most impactful and easiest to implement.

New AI-powered Apple devices hit markets, but Indonesia’s ban and the EU’s App Store demands reveal global friction in Apple’s shift toward an AI-first strategy.