The Future of Marketing: 2025–2028 Predictions According to Gartner
Gartner, a globally recognised research and advisory firm, regularly provides predictions on market trends, supporting companies in planning effective strategies. In its latest report, the firm's experts presented the key challenges and opportunities that will shape marketing in the coming years. These predictions take into account changing consumer behaviours, technological progress and the growing importance of trust in brand–audience relationships. Here are the five most important trends that could influence the future of marketing.
Decline in social media engagement
Reduced social media engagement (2025)
Predictions: A decline in the quality of content on social media will lead half of users to limit their use of the biggest platforms.
Consequences: Growing concerns about disinformation generated by GenAI may negatively affect the perception of these channels – as many as 70% of consumers expect their image to deteriorate.
Growing role of GenAI in the creative industry (2026)
Predictions: Generative artificial intelligence will become an everyday tool for 80% of workers in the creative industry, supporting creative and strategic processes.
Consequences: Brands will increase spending on developing creative teams, taking advantage of the ability to quickly create personalised content.
Brands standing out by being AI-free
Brands standing out by being AI-free (2027)
Predictions: By 2027, 20% of companies will decide on a strategy of building market advantage by giving up the use of AI.
Consequences: This kind of approach will attract consumers looking for ethical and authentic brands, particularly in the premium segment and in markets focused on safety.
Declining organic traffic in search engines
Declining organic traffic in search engines (2028)
Predictions: The growing popularity of GenAI-based search technologies will cause a drop in organic traffic to brand sites of more than 50%.
Consequences: Companies will have to shift their marketing strategies towards conversion-focused content to counteract the decline in visibility.
Brand protection and content authenticity (2026)
Predictions: 60% of chief marketing officers will introduce technological solutions ensuring content authenticity to protect their brands from GenAI-related threats.
Consequences: Building transparent relationships with audiences through clear rules for the ethical use of AI will be crucial.
Summary
These Gartner predictions show that the future of marketing will be based on a balance between technology and authenticity. The declining popularity of social media points to the need for new ways of reaching consumers, and generative AI heralds a revolution in content creation. Standing out as an "AI-free" brand may be a response to the demand for greater transparency and ethics. At the same time, the decline in organic traffic in search engines forces the implementation of more effective content strategies. Companies that adapt to these changes early enough will have a chance to build a lasting competitive advantage.
Company information
Gartner is a global research and advisory firm specialising in predictions about market trends. The company supports businesses in planning effective strategies by providing analyses and forecasts on the changing business environment.
Website: Gartner.com
