FutureCast: Gartner’s 2025-2028 Predictions for Marketing

Gartner, a leading research and advisory company, provides insights that anticipate market trends and help businesses plan their strategies effectively. In their latest report, Gartner’s experts have outlines critical predictions that address the evolving landscape of marketing, driven by societal shifts, technological advancements, and the increasing complexity of consumer-trust dynamics. This infographic distills five key predictions from Gartner that highlight future challenges and opportunities in marketing as we navigate through the realms of social media, artificial intelligence (AI), and consumer trust.

Social Media Usage decline (2025)

• PREDICTION: A significant decline in the quality of social media sites will lead 50% of consumers to limit their use of major platforms. 
• IMPACT: Concerns about GenAI spreading misinformation remain high, with over 70% of consumers expecting a negative impact on social channels. 

GenAI Adoption in Creative Fields (2026)

• PREDICTION: 80% of creative talent will use GenAI daily, enhancing strategic and creative output. 
• IMPACT: Increase spending on creative talent as GenAI accelerates the development of targeted, personalized marketing content. 

AI-Free Brand Differentiation (2027)

• PREDICTION: 20% of brands will differentiate themselves by explicitly NOT using AI in their business and product strategies. 
• IMPACT: This move targets a segment of consumers seeking authenticity and ethics, appealing to premium or safety-focused markets. 

Decline in Organic Search Traffic (2028)

• PREDICTION: Organic site traffic for brands will decrease by 50% or more due to GenAI-powered search technologies. 
• IMPACT: Brands must adapt their marketing strategies focusing on conversion-focused keywords and content to mitigate reduced visibility. 

Content Authenticity and Brand Protection (2026)

• PREDICTION: 60% of CMOs will adopt technologies like content authenticity technology to protect their brands from the risks posed by GenAI. 
• IMPACT: The focus will be on establishing transparency and trust through clear policies and responsible use of GenAI. 

In summary, Gartner’s predictions for 2025-2028 offer a compelling glimpse into the future of marketing, highlighting both challenges and opportunities driven by technological advancements and shifting consumer behaviors. The anticipated decline in social media usage underscores the growing concern over misinformation, while the widespread adoption of Generative AI in creative fields promises to revolutionize content creation and personalization. The emergence of AI-free brand differentiation reflects a burgeoning demand for authenticity and ethical business practices. Additionally, the projected decrease in organic search traffic necessitates a strategic pivot towards conversion-focused content. Finally, the adoption of content authenticity technologies underscores the critical importance of trust and transparency in maintaining brand integrity. As marketers navigate these evolving dynamics, proactive adaptation and innovation will be key to thriving in this complex landscape.

Where do I find more about these marketing predictions?

You can read more about Gartner’s predictions on their blog here. And learn more about AI, GenAI, automation and marketing by reviewing these articles in Strategies and Trends.