Digital Consulting

[armdrejoan]

Mikhail Fedyukovich
Senior Performance Specialist, Performance Lead at Kerris
In 2025, it's worth putting more emphasis on the human aspect in the ads we create . Despite the wave of information about work automation, it's worth sometimes wondering whether we don't forget that our ads are aimed at real people. They, not their Google Assistant, decide (at least for now) which ads to click and what to buy.The conflict between the Union and Meta companies, leading to new restrictions on targeting across platforms, will certainly force advertisers to look beyond the standard Google and Facebook framework , turning their austria consumer mobile number list attention to less obvious platforms where their target audiences potentially reside (from TikTok to ex-Twitter to Reddit and Snap).The trend of simplifying the ad creation process and limiting the areas we have direct influence over will undoubtedly continue . Meta wants us to take advantage of ad “enhancement” andAdvantage+. Google recommends accepting all of their suggestions and using broad match keywords. Both platforms encourage minimal customization when creating ads. This isn’t always a bad thing, as I’ve seen many campaigns where it would actually be better to give the robots control. However, even if you trust the algorithms, it’s worth pointing them in the direction they should go.

Dominika Bucholc
Consultant and expert in AI and strategy
I would be careful about calling next year the year of AI (especially when we’re only thinking about generative AI)… It’s going to be important to strike a balance between leveraging AI and keeping the brand authentic and creative. Of course, we’ll continue to learn about the technology and adapt it, but we’ll see a much higher frequency of “ Human Intelligence .” As more marketers start to incorporate AI into their writing processes, it’s going to be crucial to create high-quality content that’s led by humans, not just copied by chatbots.

[yadaysrdone]

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