Marketing in transformation: trends and challenges in the industry

He marketing and the advertising They cross A transformation stage promoted by technological advances and the emergence of artificial intelligence. On the occasion of the Digital Fair DMEXCO 2025the opinions of numerous professionals of the sector, who agree that the key points to face these challenges are Adapt to new technologies and adopt innovative approaches.

The artificial intelligence It is placed as the central tool of this revolution, not only to optimize processes, but also to Generate new business opportunities and improve the relationship with consumers.

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AI: From support for strategy

Opinions are collected by horizon. According to Peter LorenzDirector of Product Marketing and Strategic Growth in T Advertising solutions of Emetriq, the generative AI allows Segment audiences with greater precision, handle confidential data safely and make real -time media decisions.

On the other hand, Josephine Wick Fronamarketing director for the Dach region in Hubspot, highlights the B2B buyers profilethat is, the professionals responsible for making decisions to acquire goods or services for their companies.

She underlines this point because The methods of search for these buyers are changing due to artificial intelligence. Thanks to this technology, they now investigate products more deeply, which forces companies to rethink their content and customization strategies. In this context, the key is in Have clean and unified data.

Connection between physical and digital

According to the perspective of Stefan wellgeneral director of Shopfully, emphasizes that marketing is quickly changing by Artificial intelligence, digital media and data protection. In addition, omnicanal trade remains key because consumers move between digital and physical. Therefore, Brands must offer connected experiences at all contact points.

The data helps to create smarter strategies, how to show products according to the location and behavior of the customer. For the professional, facing 2026, AI will be a strategic ally, improving customization and efficiencyalways respecting privacy and transparency.

Creativity with AI, without losing humanity

To highlight all points of view, according to Johanna SchrammPunch manager, AI already helps save time and improve processes, but believes that True innovation is yet to come. Its potential is not only to work faster, but Create space for new ideas and strategies that drive growth. Even emphasizes the importance of Use AI intelligently: Better segment customers, make simulations and generate useful data, without depending blindly on it.

Although artificial intelligence has a great impact, human intervention remains essential, especially for analyze information and make decisions. Experts agree that the best strategy is to combine both: IA does the most efficient job and helps to handle quality datawhile people guarantee coherent, creative and authentic experiences in all channels.