Meeting Intelligence Where It Is
instability and uncertainty rule the world…Still
Last year we talked about more creative intelligence in an uncertain world, and that trend has accelerated in 2025. Artificial Intelligence is increasingly used in marketing to identify and reach the ideal customer, to create content of all types, leading to more hyper focused personal experiences across channels. The rise of social commerce (nearly half of U.S. consumers have purchased on a social media platform and 75% do it on a smart phone, Mintel/Pew) and user-generated content defines the overall marketing landscape. Increasingly, that content is also AI-generated. According to Statista, the highest rate of social purchasing happens in Thailand, China and Colombia, with the UAE and India not far behind. Not surprisingly, privacy and data protection become even more important. About 34% of U.S. shoppers say they would purchase more on social media if they knew their data was secure. (Mintel)
So, what does this mean in a world where structures are being broken or redefined, when rules of law and of the road are being undermined? How does this impact the way we create, work, sell and run businesses? Small and medium-sized enterprises are the heartbeat of every community — they require strong, reliable and trusted partners to foster growth and innovation. By extension, we are beginning to see similar transformations taking place in marketing.
While there’s no stopping global commerce - that paste is already out of the tube - firm structures and guard rails are vanishing. As we’re witnessing, the hubs of commerce and trade are shifting globally, and that is putting pressure on how we market, the expectation both businesses and consumers have in being targeted. We may even see the beginnings of the disintegration of some social media platforms if consumer trust is further compromised. Without assurances of data protection, mutually beneficial partnerships, and authentic innovation and creativity, both businesses and consumers struggle.
The countries and companies that protect citizens and consumers, ease regulations and offer a two-way street in commerce will prove to be the most successful at both global trade and global marketing.