Martech Trendbook 2025

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How to connect what seems irreconcilable? You'll find the answer in Martech Trendbook 2025! Together with experts, we’ve analyzed six megatrends shaping technology and marketing. And to show them in action, we’ve gathered over 40 video case studies featuring the most interesting campaigns.

The year 2000 was supposed to be the end of the world. We feared the Y2K bug would shut down banking, aviation, and energy systems. Now, 25 years later, we look back nostalgically at a time when technology was just beginning to shape our lives.

What’s next? Together with industry experts, we predict that marketing will continue to navigate between seemingly opposing trends."The tensions presented by each of the trends in this edition show that agencies must equip themselves with broader knowledge, storytelling skills, and social sensitivity." – Monika Mielczarczyk, Managing Director, Havas Engage Warsaw

The Internet is becoming less human

The era of the Internet as a space for human interaction is fading. AI is taking over more tasks—bots replace humans in customer service, and algorithm-generated content floods the web. At the same time, platforms like TikTok, focused on content consumption rather than building relationships, are gaining dominance.

 

"The growing volume of machine-generated content raises questions about its authenticity and value. Consumers will become more aware, expecting not just quality products and services but also transparency and honesty from brands." – Michał Czubiński, Head of Digital Innovation, GoldenSubmarine

Different generations, same brands

How do we attract a younger audience?" is a question agencies see in most briefs today. The challenge is that technology has shortened generational cycles. To appeal to a broad consumer base, brands must diversify their approach and tailor strategies to different generational preferences.

 

"For Boomers and Gen X, retro is nostalgia—a trip down memory lane. For Gen Z and Alpha, it's a mark of authenticity. What does this mean for branding? Re-editions of iconic products, storytelling rooted in past icons, and an overall retro revival" – Dagmara Witek-Kuśmider, Chief Creative Officer, Publicis Worldwide Poland"

Between reality and virtuality

Customer journeys now move seamlessly between physical and digital worlds, making technologies like Augmented Reality (AR) a key marketing tool. AR bridges offline and online experiences, creating more engaging and personalized interactions.

 

"AR perfectly fits the trend of being ‘in between.’ We've been global pioneers in this space, building one of the first AR engines and using it in advertising campaigns" – Adrian Hołota, CEO, Panowie Programiści

 

This shift is also evident in smart products that adapt to user preferences, offering personalized experiences while helping brands better understand and respond to consumer needs.

AI will push creative boundaries

By 2025, agencies will face a major test: mastering AI-powered tools while still excelling in creativity, empathy, and storytelling.

 

"AI brings incredible optimization and automation opportunities but also the temptation to stick to 'safe' solutions" – Adam Smerczyński, Chief Creative Officer, 180heartbeats + JUNG v MATT

 

"In a world where everyone has access to the same tools, marketing is going back to basics: the power of ideas and creativity. Success lies in finding an approach that is both unique and true to the brand’s identity and strategic strengths" – Wojtek Walczak, Chief Strategy Officer, Grupa Przestrzeń

Stuck in between – technologically

This is the third edition of Martech Trendbook, a publication combining insights from top marketing experts. Created by Panowie Programiści in collaboration with industry leaders from Saatchi & Saatchi, 180heartbeats + JUNG v MATT, DDB, Grupa Przestrzeń, Feeders, Havas, and TWIN.collective, it highlights how global brands implement innovative solutions in their strategies.

 

"We wanted this to be a practical publication. Each trend is illustrated with real-world case studies from the latest marketing campaigns. Plus, we provide actionable tips for brands on how to implement these trends" – Małgorzata Kudła, COO, Panowie Programiści

 

Martech Trendbook 2025 is available in English and Polish at www.trendbook.marketing.