Evolution of trust: Digital marketing that will give firms an edge

US report says AI-powered chat tools are increasingly becoming alternatives to traditional search engines, fundamentally altering how people search and decide.

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Social listening, community building as well as embracing the creation of employee-generated content are among leading factors set to revolutionise how brands and creatives connect with audiences and customers online this year, analysts have argued.

In its latest annual outlook of trends set to shape digital marketing in 2025, US-based social media agency We Are Social also affirms that age dynamics and new tech concepts will be instrumental in shepherding the behaviours and mannerisms of marketing teams during the year.

More particularly, the outlook trains special focus on the Gen Z and Gen Alpha peer groups, saying critical themes of appeal will primarily encompass entertainment including humour, bizarre perspectives and chaos.

“Gen Z and younger audiences are heading straight to TikTok, Instagram and even Pinterest to search for everything from product recommendations to life advice,” the analysts note.

“In 2025, Gen Alpha will impact social media by continuing to use it as a playground of chaos, connection, and creativity. In short, social networks are going to become a whole lot weirder.”

On new tech emergence, the agency points out that brands will need to compete to get heard as Artificial Intelligence (AI) joins the conversation, adding that people’s behaviour in discovering and deciding what to buy has shifted dramatically.

AI-powered chat tools like ChatGPT and Microsoft Copilot, the report says, are increasingly becoming alternatives to traditional search engines, fundamentally altering how people search and decide.

“Unlike search engines, these tools lack traditional advertising formats like banner ads, pushing brands to rethink their visibility strategies in this new landscape,” reads the write-up.

“Collaborating with creators and fostering genuine conversations helps ensure brands are represented in AI-generated responses. Reviews, comments and organic discussions play a crucial role in shaping AI’s outputs.”

The outlook further places emphasis on safeguarding of brand reputation saying social platforms have transformed reputational management into a high-stakes, always-on game.

In their argument, specialists at the agency aver that brand reputations are no longer for management to control, but that they are now shaped in real time by the voices of consumers and stakeholders.

No longer passive, the report says, audiences now hold extraordinary power to challenge companies to rethink how they connect and communicate, a reality that now compels businesses to relook their strategies.

“Modern leaders are stepping up, using their own platforms to bypass media gatekeepers. By speaking directly to their audiences, they’re crafting unfiltered, impactful narratives, building trust and authenticity at scale,” the firm says in the report.

In this regard, contributing analysts make a case for the uptake of employee-generated content (EGC) saying this will address consumer cravings for genuine interactions, as the model blends personal storytelling and professional insights to build authentic brand engagements as these workers live and breathe their brands.

In 2025, the report notes, EGC will continue to grow as it unlocks a content machine that powers unparalleled trust, relatability and performance, all the while investing in the people who work for these brands.

Other recommended tips include upscaling of social listening which encompasses allowing audiences to add their own ideas around a marketing narrative, community building to enhance the longevity of a marketing message and offer audiences genuine interactions and a sense of belonging, as well as creation of emotional resonance to enhance customer retention.

“Gone are the days when social media was simply used to announce new titles, deals, or hardware. In today’s oversaturated digital space, brands must work harder than ever to capture attention,” the analysts wrote.

“While 2024 was about engagement, 2025 will mark a shift towards shoppable experiences, where every interaction becomes a potential transaction.”

To guard against the erosion of trust, which is currently undergoing a radical transformation against a backdrop of global political polarisation, economic uncertainty as well as the rapid proliferation of AI-generated content, the report warns that authenticity will become more than just a marketing buzzword.

“Consumers are developing a new approach to trust that evaluates brands, institutions, and individuals through a multidimensional lens of integrity, consistency, and verifiable action.”

“Compounded with a growing skepticism towards traditional information sources and a desire for more genuine and verifiable connections, gone are the days when consumers assessed brands solely on their products or services.”

According to the agency, key characteristics of the trust evolution will include radical transparency, community-validated credibility, and dynamic reputation ecosystems as consumers now seek brands that don’t just speak about values but consistently demonstrate them across all touchpoints.

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