As we approach 2025, Manchester Digital is excited to share Picturing 2025 - a series of essays from our members offering insights into the tech trends and challenges ahead. Below, BrandXYZ discuss Key Ways AI Is Changing the Game for Marketing and Comms.
The AI boom in brand marketing and communications is showing no signs of slowing down as we head into 2025. While some in the creative world are still flirting with the idea of AI—the verdict is clear. If you’re not embracing AI, you’re falling behind. The good news? There’s so much room for growth, learning, and opportunity.
Prompt Engineering: Your New Best Friend
If there’s one skill industries will be buzzing about next year, it’s prompt engineering. It’s about knowing how to give AI systems the right instructions to get the best results. Over the next 12 months, this will go from “nice to have” to “must-have” in marketing, media, and creative jobs. It could even become its own role—or at least a critical part of existing ones.
The AI Wild West: Policies Needed ASAP
When it comes to intellectual property (IP) and usage rights, it’s a bit of a free-for-all. For brands and agencies to stay on the right side of things, it’s crucial to start developing clear AI policies. This isn’t just about legal stuff—it’s about being transparent, ethical, and smart with how AI tools are being used.
Magenta Associates, in partnership with the University of Sussex, recently shared some interesting stats*. Around 80% of comms professionals are using generative AI tools, yet only 20% have told their managers. And less than 15% have had any formal AI training.
Custom AI Tools? Yes, Please!
For a while, it felt like everyone was jumping on the big AI tools we’ve all heard of, but here’s the exciting part: the rise of custom AI environments. Creating a private, bespoke AI tool tailored to your agency or team’s needs? Not only can it save you from juggling multiple subscriptions for chat, image, or video APIs, but it can also streamline costs.
AI Search: The New Frontier for PR
AI search is shaking up how PR works, and it’s a big deal. Instead of trawling any old website, AI search tools are favouring content from trusted, reputable publications. What does that mean for PR professionals? Securing coverage on credible platforms isn’t just a visibility win anymore—it’s essential. If it’s not on a site that feeds into an AI model, it might not exist in the AI-driven world of SearchGPT.
To stay ahead, focus on building relationships with trustworthy media outlets and work with reporters already clued up on AI.
Investing in AI: A No-Brainer
Finally, let’s talk investment. Whether it’s bringing in prompt engineering training, creating those much-needed AI policies, integrating automation into your workflows, or building in-house expertise, investing in AI is a win-win. Teams that are ready to embrace it will save time and boost creativity.
The key here is starting somewhere. Even if you’re not diving into AI headfirst, dipping your toe in with small experiments or trainings can still make a big impact.
The Year Ahead: Optimism Meets Preparation
2025 is shaping up to be a massive year for AI in branding and comms. The tech is evolving fast, and the opportunities are exciting, but success will hinge on preparation. Teams that equip themselves with the right tools, skills, and mindset will thrive—not just scrape by. So, whether you’re already an AI pro or just getting started, the road ahead is full of possibility.
