Heaptalk, Jakarta — Vero, a strategic communications consultancy in Southeast Asia, forecasts AI adoption will become a significant trend in the marketing and communications industry in 2025. However, many remain skeptical about implementing AI in marketing and communications, as its utilization has yet to show significant returns.
“AI adoption, I think, is going to be incredibly important for every business. It remains to be seen if companies are getting returns because they invest a lot of money in AI. We don’t see significant returns yet. Typically, when companies start to doubt a new technology, thinking it’s not providing enough benefits, that’s when the technology begins to become truly effective. This pattern has been seen with the internet and other technologies,” said Brian Griffin, Vero CEO, in Central Jakarta (12/11).
On a business scale, Brian noted that he has yet to encounter AI tools specifically tailored to the marketing industry. However, he observed that individuals within the sector widely use this technology. On a personal level, Brian acknowledged that AI tools have helped him with various tasks across different fields, including finance, accounting, and HR.
AI tools to personalize brand marketing
Furthermore, the company emphasizes that AI is beneficial for personalizing brand marketing. Chatrine Siswoyo, Senior Advisor ASEAN at Vero, highlighted that consumers, especially the middle class, are highly price-sensitive about their purchases in a fluctuating economy. Chatrine elaborated, “We see that more consumers are becoming selective in their purchases, particularly as the middle class faces economic challenges. This affects how consumers choose brands or products. Personalization becomes critical, which is why AI is so important.”
Besides AI, Vero anticipates a rising trend of micro and nano influencers in 2025, particularly in Indonesia. Influencers with fewer than 100,000 followers are seen as more authentic and natural in delivering messages, making them better suited to their target audiences’ everyday needs and preferences. According to Chatrine, micro and nano influencers are more effective for conversion campaigns, while mega influencers are better for boosting awareness.
Another emerging trend is the purpose-driven consumer, especially among young people, including Gen Z. Chatrine stated that surveys indicate younger consumers care deeply about brands that have a positive social impact, such as recycling initiatives or sustainability projects.
“Gen Z, in particular, cares more about these issues. Brands can’t rely on hard-sell strategies anymore. They care about how a brand impacts the community. This is very important. Brands that give back to the community tend to gain stronger support, especially among Gen Z and young people. These are some trends we foresee for 2025,” Chatrine concluded.
