A September 2024 CivicScience/EMARKETER survey reveals consumer hesitancy toward AI tools. But data also pinpoints areas of receptivity, offering brands a blueprint for strategic implementation.

Over three-quarters (76%) of US adults have used generative AI (genAI) for communications or writing tasks at work, according to an October 2024 survey from Google and Ipsos.

GenAI is already transforming the way marketers and others are working. Here are some key ways EMARKETER is using the technology.

Thomson Reuters’ victory over Ross Intelligence sets a major legal precedent, challenging AI firms like on their use of copyrighted data for model training

Instead of only relying on pre-scheduled ad breaks, advertisers are finding ways to engage viewers when they hit pause.

Most firms have announced AI-related initiatives, but fintechs have a key advantage.

OmniHuman-1’s AI video creation could transform digital media but raises concerns over deepfakes and misinformation.

CMOs are under increasing pressure to drive measurable business growth. Success requires more than marketing expertise—it takes strategic leadership to build AI-powered ecosystems, align data and technology, and improve consumer experiences for better marketing ROI.

Affordable AI is a game-changer for marketers, but DeepSeek’s data privacy practices may scare off companies wary of Chinese server storage and security gaps.

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.

At CES 2025, AI demonstrated its potential as a force multiplier, transforming everything from living rooms to daily commutes.

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).

For publishers, genAI is changing everything from search referrals to the way they produce content.

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

2025 will bring significant change to the retail industry: Several of the main trends dominating retail—genAI, RMNs, and China’s ecommerce disrupters—will look very different this time next year.

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.