Last week, I attended a webinar on B2C Marketing Predictions for 2025 by Forrester.
During the webinar, there was a live poll where 100+ marketing leaders responded to a live survey asking where the leaders would prioritize AI agents in marketing.
The host shared a total of six options to choose from. These are Operations, Creative, Media, Measurement, Research, and Customer Service.
Once the poll result was flashed on the screen, it immediately had all my attention.
I noticed that research led the pack at 58% followed by customer service at 52%.
The emphasis on research makes sense. We’re seeing AI tear through mountains of consumer data and social chatter in hours. It’s changing how brands keep their finger on the market’s pulse.
The customer service numbers (52%) also feels right. I was recently chatting with a retail startup CMO who shared how their AI support agents are now handling complex queries and actually predicting customer issues before they blow up. Though not hundred percent accurate, but they are definitely seeing faster responses and improved customer satisfaction (CSAT).
Creative came third at 44%, reflecting a growing reality. AI isn’t replacing creative teams but reshaping how they work – from rapid prototyping to personalization at scale.
But here’s what made me raise my eyebrow.
Execs put Operations as their fourth bet with 38% votes.
I’ve personally seen AI transform how we run campaigns, handle budgets, and allocate resources. The efficiency gains are real – I’ve seen marketing teams cut campaign setup time in half while improving targeting accuracy. So, I expected more B2C Marketing leaders would jump on this.
Even more puzzling? Media received only 18% votes, came distant 6th and the last position among all options available in the poll.
This one really got me thinking. Platforms like Meta and Google already using AI agents for advanced audience targeting and creative optimization. Are we underestimating the impact of AI in media planning?
Beyond Meta and Google’s AI reshaping audience targeting, we’re seeing AI agents fundamentally changing the media buying through real-time bid optimization, dynamic creative adjustments, and cross-channel budget allocation. I know a lot of brands also use AI to predict the best times to run ads, adjust spending based on weather patterns, and even tailor messaging based on breaking news. The potential seems vastly underrated.
As a marketing consultant working closely with AI startups, I keep a close watch on how these next-gen AI applications are reshaping the marketing landscape.
The transformation is real, and the early results are compelling.
I’m curious about what you think of the poll results. And where do you see AI agents playing a pivotal role in your marketing in 2025?
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