What's Happening?
Experts from The Drum's community have shared insights on how brands can effectively appeal to both human consumers and AI systems in 2025. With AI becoming a significant gatekeeper in consumer discovery, brands are advised to focus on building strong
brand equity and resonance to influence mindshare in organic communities like Reddit and YouTube. The traditional bottom-funnel tactics are losing potency, and brands need to adopt a holistic approach to remain competitive. The emphasis is on creating a brand that is not only appealing to human emotions but also trusted by AI systems, which are increasingly making decisions on behalf of consumers.
Why It's Important?
The shift towards AI-driven discovery and decision-making is reshaping the marketing landscape. Brands that successfully appeal to AI systems can gain a competitive advantage by being recommended more frequently. This change necessitates a renewed focus on brand-building tactics that emphasize authority, relevance, trust, and visibility. As AI tools become more prevalent in consumer decision-making, brands that fail to adapt may struggle to maintain their market position. The integration of AI into marketing strategies is crucial for long-term growth and sustainability.
What's Next?
Brands are expected to continue investing in strategies that enhance their visibility and credibility within AI systems. This includes leveraging digital PR, consistent storytelling, and authentic human connections to build trust. As AI reshapes how information is discovered, brands must focus on creating content that is both human-friendly and machine-readable. The ongoing evolution of AI technology will likely lead to further changes in marketing strategies, requiring brands to remain agile and responsive to new developments.
Beyond the Headlines
The ethical implications of AI-driven marketing are significant, as brands must ensure that their strategies align with responsible and authentic behavior. The challenge lies in balancing human emotion with machine logic, creating brands that are trusted by both audiences. This shift may lead to a return to traditional PR tactics, focusing on building long-term relationships and credibility rather than short-term performance metrics.
