AI isn’t just the future of marketing — it’s the driver of growth, personalization, and engagement today.

Here are some powerful insights from Adobe’s 2025 AI and Digital Trends Report that every marketer and leader should know. I’m sharing an extract from it (verbatim).

1. Driving Growth through AI

• Nearly two-thirds (65%) of senior executives identify leveraging AI and predictive analytics as primary contributors to growth in 2025.
• With 61% of the senior executives agreeing that boosting customer engagement with personalized experiences will be critical to achieving growth, investment in these initiatives will be a priority.

2. Exceptional experiences start with connected Data

• The personalization execution gap largely stems from a lack of real-time capabilities. While 47% of practitioners use analytics to predict customer needs by segment or persona, only 39% routinely personalize website experiences, and just 31% update offers based on customers’ most recent activity.
• Leo Griffin, vice president and global head of consumer technology at HanesBrands Inc., says: “Personalization helps our consumers feel known. It helps them cut through the clutter and have an efficient and hopefully pleasurable shopping experience where they find what they want.

3. Generative AI expands from efficiency to engagement

• Practitioners using generative AI with proven ROI anticipate two key benefits in the next 12-24 months: better quality interactions (58%) and greater communication consistency (50%). These capabilities will help deliver against consumers’ key expectations for brand engagement
• Among companies with proven AI solutions, nearly two-thirds (64%) have completed their ROI measurement frameworks. In contrast, only 34% of those still in the pilot phase have developed robust metrics for tracking ROI.
• Nearly half of organizations in pilot phases (48%) and more than half of those rolling out AI (53%) are reporting boosts in team productivity.

4. Balancing innovation, trust, and organizational change

• Generative AI is fueling growth, but scaling it from pilot to full adoption takes more than just technology — it requires the right talent, processes, and organizational mindset.
• Tech teams focus on scalability and infrastructure (43% prioritizing predictive AI, 38% streamlining processes), while marketing teams channel AI into creativity (42% emphasizing content creation, 37% driving ideation)
• Tech teams lay the groundwork for marketing’s creative innovation, while CX teams ensure all efforts align with customer needs and expectations.