Trend 1

Not all AI is created equal.

The transition from ad hoc AI “prompts” to task-based AI agents is well underway and will become a lot more commonplace within workplaces. This year we will see a lot more AI evolving into virtual assistants that manage more aspects of our personal and professional lives.

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Of respondents in APAC said that by 2035, they'd like to have an AI 'clone' of themselves take care of shopping, admin and communication tasks on their behalf.¹

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Of APAC consumers are interested in an AI friend for advice and companionship.¹

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Of consumers are interested in using AI to guide their financial investments.¹

The Evidence

The transition to task-based AI is already underway, as demonstrated by innovations like Google’s Project Mariner (part of Gemini) aims to explore ways to make AI a more intuitive and proactive assistant for managing tasks. (Mariner will navigate websites on your behalf in real time, reason through what it needs to do to carry out your task, and give you a view of its plan before making a process. Read more about Project Mariner.)

In addition, Google’s introduction of Generative AI in search (May 2024) highlights how AI is evolving to become the first point of contact for many queries. This "zero-click" phenomenon, where answers are resolved directly in search results, underscores the growing role of AI as an intermediary between consumers and brands. This shift necessitates new skills and an understanding of conversational search optimization, dubbed Generative Engine Optimization (GEO).

The Impact

This means AI will no longer be limited to stand-alone tools like ChatGPT for simple tasks but will become deeply embedded in more complex systems, streamlining most workflows and provide administrative support.

As AI becomes deeply embedded in everyday workflows and consumer interactions, its impact will be transformative:

AI as a Decision Maker

Consumers will increasingly rely on AI agents for decisions, purchases, and interactions, fundamentally reshaping consumer-brand dynamics.

New Gatekeepers

AI will act as intermediaries, filtering and prioritizing brand content. Brands must optimize their offerings to appeal to these AI "gatekeepers."

Ethical and Environmental Implications

The widespread use of AI will raise questions around trust, ethics, and sustainability, requiring brands to navigate these challenges to maintain credibility.

The Opportunity

Brands have a unique chance to lead in this AI-driven future by:

Building AI-Compatibility: Developing strategies that cater to both consumers and their AI assistants, ensuring compatibility and relevance.
Content Innovation: Utilizing AI capabilities that help personalize content at scale. Gather a deeper understanding of your consumers to input into tech, and use this to fine-tune personalization, use the help of AI to personalize at scale.

By embracing these opportunities, brands can position themselves as frontrunners in an AI-first marketplace.

Take Action

With this shift, many companies will need to rethink how they manage AI across all functions not limited to marketing delivery. HR, IT, legal, and governance teams will need to develop new frameworks for AI integration and oversight, including the creation of new more practical rules and guidelines to manage AI in the workplace. Experimentation and upskilling will be key to adoption.

Optimize for AI Assistants

Develop short-form content and storytelling that is easily interpreted by AI systems. Focus on creating strong, recognizable brand personas that resonate across AI-driven interactions

Embrace Generative AI Optimization (GEO)

Redesign content strategies to align with conversational AI search trends, ensuring visibility and relevance in "zero-click" environments.

Adopt Scalable AI Tools

Utilize AI-enhanced creativity tools to deliver personalized, scalable content at speed and efficiency. From a content delivery point of view dentsu has invested heavily in this area via its TAG content production and automation capabilities and has recently launched its AI driven virtual influencer capability.

Build Governance and Skills

Develop AI governance frameworks across marketing, HR, IT, and legal functions. Train teams on AI tools and foster a culture of experimentation to unlock new possibilities. Leveraging Dentsu’s extensive experience in digital transformation, business transformation and experience transformation to adapt to this evolving landscape.

Experiment and Innovate

Encourage pilot projects with AI to explore innovative applications across functions, from content delivery to customer service.

Related Thought-Leadership

Research

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_[₁_{] Dentsu (2024), Consumer Vision 2035: From Insight to Foresight. [}₂_{] Dentsu Creative (2024), CMO Report 2024. [}₃_{] Europol (2022), Facing reality? Law enforcement and the challenge of deepfakes, an observatory report from the Europol Innovation Lab, Publications Office of the European Union, Luxembourg. [}₄_{] Joydeep Bhattacharya (2024), AI Content Creation Statistics: Marketing Predictions for 2025. SEO Sandwitch.}

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_{Nothing in this article is intended to be or should be construed as an endorsement or promotion of AI, generative AI (GAI) including of any particular AI or GAI tool by dentsu. Readers should undertake their independent assessment (including from a legal and ethical perspective) before using or advising on the use of any of the foregoing. Please also see our terms and conditions linked at the bottom of this page.}

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Not all AI is created equal.

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The Evidence