Another year, another wave of prediction guides packed with recycled ideas, jargon, and empty buzzwords—or worse, content written by ChatGPT. Not this time. At Wunderkind, we set out to create something truly valuable. To do so, we engaged with over 30 thought leaders, industry experts, and CMOs from leading brands to explore the year ahead and uncover their hopes and expectations.
While we can’t predict who will win the Super Bowl or what fate awaits Elisabeth Moss in the final season of The Handmaid’s Tale, we can deliver an authoritative forecast. From the evolution of first-party data strategies to the transformative impact of AI on marketing, as well as insights on maximizing email and text performance and how to deanonymize more website traffic —our guide has it all.
“I think we’re emerging from a global recession. We have rapidly advancing AI tools, and this past year was challenging, marked by major layoffs and economic downturns. But 2025 is going to be a year of positivity—a fresh start.” – Peter Lines, Experienced Head of Digital in eCommerce
The Importance of First-Party Data for Personalized Marketing
As uncertainty around the phase-out of third-party cookies persists, marketers are clear that this year they will shift focus to strengthen their first-party and zero-party data strategies. This includes prioritizing direct data collection through website engagement, social media, and incentives for sign-ups, as well as adopting contextual targeting to reduce reliance on third-party data. Owned data will become essential for delivering tailored customer experiences and driving growth
“Brands need to enhance the ability to link visitor data to actual customers by adopting an identity resolution system and increasing the use of AI/ML modeling. Focus on predicting customer lifetime value, next purchase items or categories, discount needs, and building personalized segments and groups.” – Matt Gehring, CMO, Dutch Pet Co
How AI Will Reshape Marketing
In 2025, the steady hum of AI servers will overshadow much of the traditional bustle in marketing departments. Among all the shifts in eCommerce and digital marketing over the past few decades, none has been as seismic as the rise of AI.
Leading marketers believe AI will drive smarter decision-making and enable highly efficient, targeted campaigns. AI-driven tools will also streamline content creation, from product descriptions to social posts, allowing marketing teams to focus on strategy. As brands increasingly integrate AI across their tech stacks, automation will enhance operational efficiency and customer journey mapping, creating a balanced approach that combines intelligence with authenticity.
“People often think, ‘Oh, AI is taking over jobs.’ But really, it’s enabling us to do things we’ve never been able to do before. There’s so much potential for creating new tools and workflows—I’m deeply involved in that right now. It’ll be interesting to see what emerges.” – Ed Roberto, CEO & Founder, Polaris Digital
Turning the Unknown to Known with Identity Resolution
Many brands mistakenly rely solely on their ESP or CDP as an identity solution, but the real value of an identity partner lies in understanding consumer actions across the digital landscape. It’s a powerful tool for creating highly personalized, revenue-generating interactions tailored to today’s dynamic marketplace.
In 2024, Wunderkind recognized over 9 billion consumer devices—roughly double the number of active global consumers. Without diving too deeply into large numbers, this translates to trillions of browsing events across billions of devices, enhancing brand performance without relying on outdated third-party tracking cookies or generic, low-yield paid ads.
“I have seen firsthand how [Wunderkind’s] identity graph does work, and we have been able to collect and identify more of our first-party customer data, therefore providing a much better experience by knowing who our customer is and being able to deliver on their preferences and message them in a timely way.” – Ana Warner, Loyalty, CRM, Retention, Formerly across Belk, Fossil & Under Armour
Looking Ahead
In 2025, brands will navigate an era defined by authenticity, agility, and deeper customer connections. As AI-generated content becomes more ubiquitous, the standout opportunities will lie in showing up authentically—through real human interactions, direct engagements, and events that foster meaningful connections. Consumers increasingly crave real interaction, making authenticity an essential differentiator.
Download the 2025 Forecast: Expert Predictions Shaping the Future for Brand Marketers