The year of impact: how AI and algorithms will shape the future of media
dentsu’s 2025 Media Trends report, The Year of Impact is out now. This edition, crafted by specialists across dentsu media agencies Carat, dentsu X, and iProspect, digs into changes driven by algorithms, AI, and the new dimensions of consumer engagement expected to shape the media landscape in the upcoming year.
The report shows how next year will drive toward a fully addressable, shoppable, and accountable media ecosystem, marking a shift into what dentsu call the ‘Algorithmic Era of Media.’ Themes expected to drive the industry forward are:
AI moving from potential to actual impact
AI has evolved from a nascent trend to a transformative force, embedding itself in daily life and revolutionising media planning, content creation, and consumer interaction. AI-generated micro-moments and the rise of dynamic personalisation are opening new doors for brands to build deep and meaningful connections with people.
Storytelling breaks the algorithmic bubble
Niche interests and dedicated fandoms are becoming invaluable assets for brands looking to stand out. Storytelling will be the primary tool for these businesses to navigate the increasingly algorithm-driven media space, creating compelling narratives across CTV and digital platforms.
Retail reshapes media
Retail media continues to grow at a double-digit rate, offering advertisers access to unparalleled shopper data. With big players like Amazon, and even some in the finance industry, like PayPal, expanding their ad capabilities, the retail-media fusion is set to become a cornerstone of many media strategies.
The quest for quality
As media investments increase, so does demand for higher-quality engagement. Brands must prioritise strategic partnerships and the best quality content to cut through, ensuring their media spend drives immediate results and long-term brand equity.
Unevenly distributed future
As technology and media consumption habits evolve unevenly across regions, brands will need to adopt hyper-localised strategies. Regulatory, economic, and technological divides are reshaping the global media landscape, and companies must be prepared to navigate these complexities.
To explore these trends, download the report.
