Looking back, moving forward: 2024 highlights and 2025 predictions
As 2024 comes to a close, it’s time to reflect on a year that redefined creativity, marketing, and technology. From groundbreaking AI-advancements to copyright and privacy trends that dominated conversations, 2024 has set the stage for a transformative future.
Here’s a look back at my highlights from the year and what I’m predicting 2025 is set to bring to the industry.
2024: a year of innovation and transformation
Generative AI: The creative game-changer
This year, generative AI didn’t just enter the mainstream—it reshaped it. Tools like Adobe Firefly revolutionised creative workflows, enabling users to generate high-quality, on-brand visuals from simple text prompts. GenStudio for Performance Marketing streamlined campaign creation, helping brands achieve hyper-personalisation at scale.
In 2024, generative AI proved it’s more than a trend—it’s a catalyst for faster, smarter, and more impactful creativity and marketing.
Privacy-First Marketing: trust as a differentiator
Privacy-first marketing took the spotlight as brands prioritised transparency and personalisation in equal measure. Advancements to data platforms like Adobe Real-Time CDP allowed marketers to create deeply personalised experiences while respecting consumer data.
2024 underscored a critical insight: trust isn’t just a value—it’s a competitive advantage. Brands that embrace privacy as a foundation will continue to thrive.
Content Credentials: Building trust in the digital age
As misinformation and deepfakes dominated headlines, emerged as a beacon of authenticity. Major brands including Google, TikTok, OpenAI and Sony joined the Adobe co-founded Content Authenticity Initiative and began labelling AI-generated content with Content Credentials.
By enabling creators and brands to embed secure metadata into digital assets, this technology ensured trust in an era of digital scepticism.
Adopted by public and private sectors, Content Credentials demonstrated the power of innovation grounded in ethics, offering a model for future technological advancements.
What will define 2025?
Ethical AI: The next frontier
As AI’s capabilities expand, so does the need for accountability. In 2025, I expect a stronger emphasis on ethical frameworks guiding AI development and deployment. We will see a shift from pure innovation to innovation with purpose.
83% of creators say that being able to indicate that they don’t want their work used to train AI models would help address their ethical concerns. As we look to 2025, cutting edge technology will need to share the spotlight with responsibility.
Brand evolution: creating genuine connections
In 2025, I believe we’ll see brands stepping up their effort to create genuine, meaningful connections with customers. Audiences are looking for more than products and promises—they want stories that align with their aspirations, messages that ignite inspiration, and experiences that reflect a shared purpose.
To evolve, brands must connect powerfully and authentically, delivering not just value but a sense of belonging and community. The brands that embrace this shift will not only thrive but also build lasting loyalty in an increasingly nuanced market.
Immersive experiences: Marketing’s new dimension
Immersive technologies like AR, VR, and metaverse experiences will continue to gain traction, reshaping how brands connect with audiences. Adobe’s creative tools have already paved the way, partnering with brands such as The Coca-Cola Company and NVIDIA to blend 3D design with storytelling magic.
From creating multi-sensory campaigns to crafting interactive brand moments, this trend is only set to accelerate.
From the rise of generative AI to the push for trust and authenticity in digital spaces, we’ve seen innovation meet responsibility in remarkable ways. I can’t wait to see this momentum continue into the new year as we find new opportunities for more thoughtful innovation.