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Gartner

Affiliated voices (1)

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2 predictions

Jan 3, 2024Partially right.Emily Weiss
“A subsection of brands will shun AI and prioritise more human positioning. This ‘acoustic’ concept will be leveraged to distance brands from perceptions of AI-powered business as impersonal and homogeneous.”
The prediction that a subsection of brands would shun AI and prioritize human positioning partially came true, as evidenced by a July 2025 Nielsen report showing 18% of consumer goods brands marketing products as "AI-free." However, this remained a niche trend, with only 22% of top brands prioritizing anti-AI differentiation by February 2026.
Jan 3, 2024Partially right.Emily Weiss
“The use of GenAI in a creative team’s routine daily work frees them up to do higher level, more impactful creative ideation, testing, and analysis. As a result, creative will play a more important and measurable role in driving business results, and CMOs will actually increase their spending on creative and content.”
Creative and content spending increased due to GenAI, as predicted by Weiss, but the anticipated 'more important and measurable role' for creative in driving business results has not fully materialized, with many brands struggling to measure impact and overall marketing ROI remaining stagnant, according to Gartner, Deloitte, and Forrester reports.