Marketing Predictions for 2024 and Beyond by Gartner

Gartner, a multinational research and advisory firm renowned for providing valuable insights to leaders across various industries, has recently released a comprehensive report on the future of marketing. This report delves into how artificial intelligence (AI) is set to reshape crucial facets of the marketing landscape, including social media, search algorithms, creative processes, brand positioning, and the very perception of truth. Gartner explores how marketing leaders will navigate this evolving terrain and make informed decisions in the face of transformative technological advancements.

Here are five insightful marketing predictions from Gartner's experts, shedding light on the opportunities arising from the evolving dynamics of social media, adopting an AI-free approach to communicate brand value, and the transformative impact of generative AI (GenAI) on aspects ranging from search behaviors to staffing considerations.

Prediction No. 1

AI’s Influence on Creative Talent Spending

By 2026, Gartner predicts that 80% of advanced creative roles will be dedicated to leveraging GenAI to achieve distinctive and innovative results. Contrary to the common expectation of AI reducing costs, this forecast indicates that CMOs will need to allocate more resources toward talent to harness the full potential of AI in creative endeavors.

Prediction No. 2

Guarding Brands Against Deception

Gartner foresees that, by 2026, 60% of Chief Marketing Officers (CMOs) will adopt proactive measures such as content authenticity technology, intensified monitoring, and brand-endorsed User-Generated Content (UGC) to safeguard their brands from the widespread deception likely to be unleashed by GenAI.

Prediction No. 3

One-half of consumers will significantly limit interactions on social media

Gartner anticipates a significant shift in consumer behavior, with 50% of users projected to significantly curtail their interactions on major social media platforms by 2025. This shift is attributed to a perceived decline in the quality of content on these platforms.

Prediction No. 4

Rise of "Acoustic Brands"

By 2027, Gartner predicts that 20% of brands will differentiate themselves by embracing a positioning and differentiation strategy based on the absence of AI in their business and products. These "Acoustic Brands" aim to stand out by promoting a human touch in an increasingly AI-dominated market.

Prediction No. 5

AI's Impact on Brand Visibility in Search Results

Gartner projects a significant reduction in brands' organic search traffic, estimating a decline of 50% or more by 2028. This decline is attributed to the growing acceptance of GenAI-powered search among consumers, reshaping the dynamics of search engine results pages (SERPs).

Click to read the full report from Gartner