The realm of Artificial Intelligence (AI) is set to redefine the business landscape, meaning revolutionary changes across all businesses and industries. Our recent webinar discussion featured Jeff Lunsford (CEO and Founder of Tealium), and Phil Lockhart (CDO of Credera). Together, they discussed MarTech and AI trends that will shape 2025, and beyond.

Trend 1: AI Is Here To Stay (And Increase)

Jeff encouraged companies to wholeheartedly embrace AI, emphasizing that it will shape business dynamics now, and even more in 2025. He strongly advocates for organizations to leverage AI to enhance internal operations and amplify customer experience. Jeff’s perspective underscores the criticality of AI in today’s business environment. 

A significant barrier that many organizations face when tasked with implementing AI is data collection. Phil highlights the “lone banana problem,” referring to the issue that AI models face when creating an image of a single banana (as opposed to a pair or group). This problem illustrates the need for expansive and representative data to extract value from AI applications. 

Trend 2: Real-Time Data Supports AI Models and MarTech

Real-time data is essential for AI models in 2025, as it enables them to make decisions based on the latest information, improving accuracy and relevance. With live data feeds, AI systems can adapt to changing conditions instantly, making them more responsive in dynamic environments like financial services or healthcare. Additionally, real-time data helps AI models continuously learn and refine predictions, enhancing their performance and minimizing outdated outputs.

While real-time data supports AI, it can also support other areas in your business too! By leveraging up-to-the-minute data, MarTech systems can more accurately segment audiences and trigger relevant marketing actions based on current behavior rather than past trends. Real-time insights also enable businesses to react swiftly to customer needs and market changes, ensuring they stay competitive and maintain relevance with their audiences.

Trend 3: AI and MarTech Will Iterate and Evolve

Transitioning the conversation from AI as a tool to AI as a mindset, Jeff and Phil touched a hotly debated topic—AI’s likelihood to render human jobs as redundant. The consensus leaned towards endorsing AI as an empowerment tool—a catalyst to enhance business processes, invigorate innovation, and empower individuals. 

Building on the theme of 2025 MarTech trends, the speakers leaned towards the philosophy of “thinking big, starting small, and acting fast”. Jeff and Phil highlighted the importance of consolidated first-party data and using a common data layer for audience creation. Both speakers suggested building AI intelligence in one place and activating it across multiple systems rather than using it in a silo.