In December 2024, Google.com dominated generated AI (genAI) search with 16.5 billion visitors, while runner-up ChatGPT had just 517 million, according to Similarweb.

Retailers face big hurdles in 2025. From competing with Amazon's advertising empire to figuring out generative AI (genAI) technology to keeping shoppers on apps, these challenges are forcing retailers to adapt quickly. Here's what these problems look like today—and how they could potentially be resolved.

GenAI is taking the search market by storm, but market dynamics will stay largely the same this year.

In-store, consumers want experiences that engage their senses, while online, they’re interested in generative AI (genAI) tools that can help them research products. Plus, young men in the South lead in fast-food consumption, retail leaders lean on loyalty to boost growth, and holiday spending remained in check (for the most part).

Providers are leaning on AI to stop bad actors while also maintaining an easy and quick checkout process

The technology will improve banks’ customer service and help them deliver more personalized interactions.

Retailers ended 2024 on a high: Holiday ecommerce sales surged by nearly 9% YoY as steep discounts and tariff fears spurred spending.

Organizations will prioritize governance in 2025 as they ramp up genAI investments in pursuit of business transformation.

In 2025, retailers will redefine value by blending discounts with innovation, empathy, and personalization. Brands will prioritize authentic connections, engaging audiences through in-person experiences, and highly targeted campaigns powered by advanced technologies like AI. Let’s look at three key marketing themes industry experts believe will shape 2025.

AI fueled election confusion: Social platforms struggled to remove deepfakes and AI-driven misinformation during a contentious election year, but investment in moderation may dwindle now

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.

Increased time spent on CTV, social video’s shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Big Tech’s energy shift: Companies like Google and Microsoft are increasingly turning to nuclear energy to meet the escalating power demands of AI, but regulators could stop projects before they start.

CMOs are mastering brand bravery to stand out in competitive markets. Through bold strategies, innovative campaigns, and authentic storytelling, they balance daring moves with trust and integrity. In this report, four leading CMOs share how they transform risks into impactful brand actions.

Companies implemented the tech for hyperpersonalization, AI chatbots, fraud prevention, and other use cases

Retail genAI use is skyrocketing: Retailers are wielding the tech to improve productivity and the customer experience while shoppers rely on genAI to uncover deals and product recommendations.

Dexcom launches genAI platform: Integrating its over-the-counter continuous glucose monitor with genAI is likely a test-case to work out any kinks before a wider rollout to those using its legacy products.

As penetration weakens and margins shrink, insurers across business lines will prioritize emerging growth areas in 2025—including novel technologies—strategic marketing efforts, and leveraging favorable legislative changes.

The data: Nurses remain skeptical of the impact that AI will have in healthcare settings, according to Jarrard’s 2024 Nurse Survey Report. Some 837 US nurses were surveyed in September 2024.

The top B2B marketing trends in 2025 include AI-driven insights, first-party data strategies, and balancing automation with authenticity. In this report, marketers and agencies can learn how to embrace these evolving strategies in order to boost engagement, trust, and ROI.