I had the pleasure of attending CES 2025 last week. It was a whirlwind of innovation and excitement, and observing the latest trends shaping the digital landscape was fascinating. To summarize my trip, here are five key takeaways that resonated with me:
- The Rise of AI in Search: The battle for lower-funnel dollars intensifies as AI-generated results gain prominence. As search engines increasingly rely on AI to deliver results, organic traffic to publishers and brands is under pressure. This shift necessitates a critical re-evaluation of search strategies, including budget allocation, ad formats (text, image, video), and the role of search within the overall marketing mix.
- The Convergence of Lower and Middle Funnel: I observed a significant shift in budget allocation, with many brands moving spend from search to social media. This highlights the growing importance of upper-funnel activities and the need for a more holistic marketing approach. Google and other search engines must adapt to this changing landscape by emphasizing search value and providing brands with the tools and resources to effectively leverage search in their marketing strategies.
- The Cloud is King: The cloud is rapidly becoming the central hub for all things data. Businesses are increasingly migrating their data to the cloud, driven by the need for data interoperability and privacy. This trend extends across the entire ecosystem, including publishers, data providers, and brands. To effectively utilize data, businesses need to embrace cloud-based solutions for data collection, storage, analysis, and activation.
- The Imperative of Continuous Experimentation: The digital landscape is constantly evolving, driven by rapid advancements in AI and technology. To stay ahead, businesses must embrace a culture of experimentation. This means testing new strategies, embracing new technologies, and learning from both successes and failures. As I’ve stated before, “fail fast and fail cheap” is more important than ever.
- Data Quality Remains Paramount: Despite the advancements in AI, the importance of high-quality data cannot be overstated. “You can’t have good AI without good data” remains a fundamental truth. Collecting, organizing, and activating data accurately and efficiently is essential for any successful AI-powered marketing strategy.
I’m excited to see how these trends unfold in the coming year. In tandem with our own launch of RAISING, the new technology division of Making Science, I expect that the digital landscape will undoubtedly continue to evolve at a rapid pace, and businesses that embrace innovation and adapt to these changes will be well-positioned for success. I expect I will be saying more of the same come January 2026. This stuff is hard. Start now, because you’re never going to finish.
Get in touch with us at Making Science and talk to a digital expert about how we can help you succeed in 2025.
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