AI, SEO, and Client Success: 7 Agency Trends Defining the Year

AI-enabled marketing: Seven major trends for marketing agencies in 2025

Driven by artificial intelligence, evolving platforms and ever-changing consumer expectations, marketing agencies are navigating a whole new world of marketing. Its development speed is dazzling, but it is also full of opportunities.

We asked numerous marketing agencies about their forecasts for new trends in the coming year, and their insights reveal a common focus: leveraging AI to scale operations, diversify content strategies to cope with natural traffic declines, and adopting tools that balance creativity and efficiency. These trends reflect the direction of the industry and the preparations institutions make to address new challenges.

We will dig deep into key insights from over twenty marketing agencies, explore strategies that will define organizational success in 2025 and provide practical advice to help your organization thrive in the coming year.

1. Prioritize user-centric AI strategies

In 2025, creators’ rapid adoption of artificial intelligence marks a shift in how institutions handle marketing strategies. While AI tools are becoming mainstream, the real difference is how institutions use them to prioritize user experience and create real connections with their audience.

"Creators are rapidly adopting AI. This is great for early adopters, but in a short time, it may not be a differentiator. Being able to excel in high-quality (but not necessarily high-production) user-generated content will distinguish short-lived from those that grow long-term."

As artificial intelligence becomes more popular in marketing, institutions that use artificial intelligence to enhance authenticity rather than just increase productivity will have an advantage.

One way to make a more authentic connection with prospects and customers is to share user-generated content (UGC), especially comments and recommendations. These high-quality UGCs build trust and create long-term relationships with customers.

For example, comments provide customers with an organic way to share their experiences, providing a true touchpoint to build credibility.

Tip: Make it easier for customers to leave comments by linking to your comment page in emails and websites. Actively seek and motivate to leave comments by sending follow-up emails.

2. Diversify channels to increase visibility

As Google searches continue to change, marketers also need to change their strategies in order to reach customers with potential customers.

"We are starting to see website traffic drop due to AI overviews. With the rise of AI on Google, SEO experts will face increasingly challenging ways to bring traffic to customer websites. Many of the information queries that provide user entry points lead to fewer clicks. The solution will be diversified sources of traffic and double the focus on transaction queries that will eventually become more competitive."

Diversification of content types and distribution will help organizations share customer information, as will unique brand storytelling.

Tanya Wigmore, Chief Growth Officer and General Manager at Cronyx Digital, explained: "2025 will be totally centered around diversity. We see that organic traffic is changing as a primary source of traffic and that organic social visibility is declining. You need to diversify content types, including video and audio, as well as traditional text content, and you need to make sure you are improving brand visibility through multiple channels. With AI, it will be easier than ever to build all of this new content, but make sure you are editing it to add your unique perspective and expertise so you can differentiate from what other AI creates."

Scaling across more and more diverse channels means increasing complexity in identifying traffic sources. By using tracking tools that identify online and offline contact points as well as self-attribute, you can fill gaps in your customer journey.

Tip: When trying new policies, consider using tools like call tracking and form tracking. A deep understanding of data like keyword searches and lead sources will help you make smarter marketing decisions.

3. Try new strategies – but keep track of their effectiveness

Marketers must worry about meeting customers’ goals and their organization’s goals. For marketers who said they didn’t meet revenue targets last year, two main reasons are economic impact and customer churn.

Testing new strategies can help you improve your performance, but it is important to track your progress. Artificial intelligence can help in both ways.

“Now is a great time for marketers to test new avenues for reaching their audiences and see if those new avenues can drive efficient conversions,” said Jake Meline, deputy director of sales operations at Accelerated Digital Marketing. “Many of these new strategies will rely on artificial intelligence to help segment and define audiences, and may even determine the message or creativity that those audiences will see.”

Meline believes that as marketers try these new approaches, they must pay attention to the importance of tracking at each touch point.

“Since different strategies can support different stages of the funnel, each strategy’s success definition may be different, and the only way for AI-based activities to succeed is to make sure they are being optimized for the right goals,” he said.

With this in mind, marketers who want to market more efficiently with AI must provide the most appropriate and complete performance data for each strategy, whether that means phone calls, lead form submissions, or online purchases. ”

Tip: Perform A/B tests and measures on your experiments to evaluate effectiveness. Then, adjustments are made based on the data.

4. Sincere to your customers

Realizing your customers is an effective way to connect with the right audience. As Ben Wright, founder/CEO of Risely Marketing, said: “Be a human being!”

Wright added: "Marketers always take advantage of the latest trends, and AI is no exception. In 2025, it will be easier than ever to sound like a robot, feel ordinary, and be ignored online. Organizations that help customers build incredible brands will win. This means human, sincere, memorable and unique."

Tip: Share real customer and employee stories when relevant. Take advantage of the way you interact with your customers on social media.

5. Automating tedious tasks

Marketers plan to use artificial intelligence in the coming year to help their institutions scale. Their primary uses of AI-driven tools are:

• Customer data analysis platform
• Potential customer intelligence software
• Marketing automation

“Imagine automating repetitive tasks, such as installing Google Ads containers in WordPress!” said Blake Akers, CEO of Webology, LLC. “For our businesses in the SEO space, it is possible to automate tasks such as reference builds and internal links that will quickly directly affect the cost of SEO services.”

Tip: Automating follow-ups with AI-powered tools like Convert Assist will help your customers save time and ensure that prospects and customers are not churn.

6. Innovate with a codeless platform

With an AI-powered platform, it’s easier than ever to create applications and tools for your customers. More and more organizations are trying to create these products without code, but it is important to make sure they meet real customer needs. With the advent of a large number of new tools, customers may get bored of new applications that cannot solve actual pain points or simplify their lives.

“The trend that every marketer should explore is AI-first code-free tool creation,” said Andrew Peluso, CEO and owner of Bananas Agency. “Building useful, customer-centric tools has never been easier.”

For example, his agency recently built a bug recognition tool for its clients using the OpenAI GPT-4 API and a codeless platform. Previously, customers had to sift through a large number of errors to identify what they were seeing. Now, with AI, they can take photos quickly and get instant recognition and relevant information about errors.

“Tools like this, which used to be expensive and complex, are now built in just $30 a month,” Peluso said.

This transformation creates huge opportunities for marketers to create value-driven solutions that directly improve customer experience.

In a world where AI can generate content, images, and videos at scale, the real challenge is how to combine these features to provide unique and impactful solutions. Those marketers who use artificial intelligence to innovate will be those who win lasting customer loyalty.

Tip: Use tools that allow code-free integration to make innovations easier for your organization and your customers.

7. Optimize SEO with AI-driven tools

Organizations have been using AI-driven tools to improve and simplify SEO to accomplish everything from researching keywords to analyzing data. Nowadays, artificial intelligence affects SEO in more and more ways, including changing the search interface.

"As AI platforms become the primary search tool, marketers must adapt their SEO strategies to cater not only to traditional search engines but also to an AI-driven search interface," said Patricia Walterick, CEO of Open Space Digital.

According to Walterick, key trends to note include:

• AI Backlink Ecosystem: Emerging data from tools such as Google Search Console shows that backlinks from AI generation sources have increased. These backlinks are often generated by AI-powered content creators, affect SEO dynamics and require marketers to monitor and evaluate their quality.
• Optimization for AI interface: As more and more users rely on AI chatbots and virtual assistants to find answers, it is crucial to optimize content to make it AI-friendly. This includes building content for clear, direct answers, leveraging pattern markup, and focusing on conversational keyword strategies.
• Training AI Models: Institutions may be increasingly focused on using optimized content to train proprietary AI models to enhance brand awareness in AI-driven search experiences. This proactive approach can help brands become the preferred source of choice for a specific topic or query.

Tip: Artificial intelligence-driven platforms like Premium Conversation Intelligence™ can improve keyword recognition and SEO analysis. You can easily see which ads and keywords are driving your most valuable leads.

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