In the midst of all the hype around AI, there’s something refreshingly clear in content in 2025: the human touch.
The more AI we have, the more people crave genuine human interaction. As technology gets smarter, the value of real, authentic human connection only grows stronger.
In 2025, there are three key trends shaping content:
- Humanizing content as an answer to AI
- The rise of niche channels as an answer to social media and engagement tiredness
- Brands are now expected to be bold and playful
Let’s dive in and look at some examples.
The rise of human-centered creativity
This trend comes into sharp focus when we look at the big winners at Cannes Lions 2024. For the first time in years, the creativity on display was truly surprising, enlightening, and boldly daring.
The work that stood out celebrated individuals and real stories. It highlighted the power of humanity, which makes complete sense.
The more automated our world becomes, the more we crave something real. That’s why personal interactions, like a genuine email or a direct phone call, often outperform the most sophisticated AI-generated marketing flows. Brands that put a real person front and center are connecting well more deeply with audiences.
- JCDecaux gave Marina Pietro a platform in Madrid. With just posters, she grew her following to over 10,000, showing the impact of authentic storytelling.
- Allgemeiner Frankfurter Zeitung honored cultural icons like Margot Friedlander in their ‘Brilliant Minds’ campaign, highlighting the importance of remembering the past.
- Johnny Walker recognized Alaída Cosa, the forgotten founder of Bossa Nova, using modern media to give her the credit she deserved.
It’s about connection, not emotion
One important thing to note about this trend is that it’s not solely about making an emotional appeal.
As we navigate this evolving landscape, the brands that thrive will be those that not only embrace technology but also recognize the very important power of human connection. The goal isn’t just to sell—it’s to connect, inform, and inspire.
According to WARC, the effective campaigns of 2024 show that:
- ‘Informative and educational creative strategies have become more popular than emotional strategies. The last five years have seen informative strategies overtake emotional ones, driven by marketing that focuses on important social or community issues.’
- ‘Awareness, sales growth, and brand building are the main goals of the top campaigns, with sales growth performing above average.’
Final thoughts: humanize everything
The biggest takeaway from this trend we see heading into 2025 is simple: humanize. Whether it’s an ad campaign, a social post, or a customer service interaction, putting a human face, story, or voice at the front is what resonates. In a world overflowing with automation, we value what’s real, genuine, and personal more than ever.
As we navigate this evolving landscape, the brands that thrive will be those that not only embrace technology but also recognize the very important power of human connection. The goal isn’t just to sell—it’s to connect, inform, and inspire.
