Every year brings new buzzwords. But 2025? It’s already showing signs of a different kind of shift, one that’s less about chasing trends and more about recalibrating how we show up, connect, and convert.

So if you’re a marketer heading into the back half of the year wondering what’s worth your time, here’s a clear-eyed look at what’s driving momentum and where to focus your energy (and budget) next.

1. AI-Generated Everything? Yes, but Audiences Still Want a Human Touch

What’s happening:
AI-generated content is everywhere: blog posts, ad copy, product descriptions, and now even full video campaigns. Brands are scaling content creation like never before. But there’s a catch: consumers are already catching on. And they’re craving the one thing AI can’t replicate: genuine human perspective.

What to do:

• Use AI to streamline first drafts, outlines, or repetitive content, but layer in original insight, lived experience, or real-world examples.

• For blog SEO, double down on authoritativeness. Think named authors, expert quotes, or case studies that prove your point of view.

• On social, let humans show up. Candid video, behind-the-scenes content and unpolished updates are outperforming polished, AI-generated scripts.

Tip: Google’s AI Overviews (and Bing’s Copilot summaries) still prioritize clear, structured, helpful content that demonstrates real expertise. Think FAQs, Q&A’s, numbered lists and “how to” sections.

2. B2B Brands Are Finally Leaning Into Personality

What’s happening:
Even in traditionally buttoned-up industries such as healthcare, manufacturing, and financial services, brands are loosening the tie. We’re seeing more storytelling, sassier copy, and bolder design choices in B2B marketing than ever before.

Why now?
Because buyers are tired of jargon. And because, thanks to AI search and social algorithms, personality-rich content gets seen.

What to do:

• Audit your messaging. Does it sound like a human wrote it or a corporate memo?

• Add brand voice guidelines to your AI prompts to keep things consistent and distinctive.

• Experiment with “pattern-break” content. Use humor, bold visuals, or surprising stats to stand out in email, LinkedIn, or even traditional media.

3. Video Search Is Exploding, Especially on YouTube, TikTok, and Google

What’s happening:
YouTube and TikTok are now major search engines and Google is prioritizing video results more heavily in SGE (Search Generative Experience). That means video content isn’t just nice to have, it’s part of your discoverability strategy.

What to do:

• Create short, informative video answers to common customer questions. (Think 30 to 60 seconds max.)

• Add clear text overlays and keywords in captions or titles to help search engines categorize your content.

• Repurpose your video content across platforms (LinkedIn, email, YouTube Shorts) to extend reach.

4. Regional and Localized Messaging Is Getting Smarter and More Strategic

What’s happening:
Geo-targeting isn’t just for paid search anymore. Smart brands are creating localized organic content to win in niche markets and appear in AI-powered search results that prioritize contextual relevance (think: “banks near me that support small businesses”).

What to do:

• Update your site and content for location-based keywords where relevant.

• Create tailored landing pages, blog posts, or even testimonials that speak directly to local concerns or industries.

• Use structured data (schema markup) to help AI tools understand your relevance to specific regions or audiences.

5. Q4 Budgets Will Be Scrutinized, So Campaigns Need to Prove Their Worth Fast

What’s happening:
Economic uncertainty hasn’t gone away. CMOs and marketing leaders are still under pressure to show short-term ROI while investing in long-term growth.

What to do:

• Prioritize pilot campaigns you can test quickly and scale if successful.

• Tie every tactic back to clear outcomes: lead gen, conversion, engagement, or pipeline acceleration.

• Use AI tools for campaign forecasting and A/B testing to validate decisions faster.

Bonus: What to Stop Doing This Fall

Let’s be honest, some things just aren’t worth the time right now. Here are a few:

• Publishing bland blogs just to “feed the machine”

• Relying only on first-click attribution

• Treating email as a one-way broadcast channel

• Posting on every channel “just in case”

Focus instead on what you can do exceptionally well and let the rest go.

Final Thought:
Summer may be peak planning season, but fall is execution time. The brands that win in Q4 won’t just ride the trend wave, they’ll build momentum by staying practical, relevant and real. AI can help, but strategy and voice still lead the way.