2025 Brand Strategy: Multi-Channel, Ethical, AI-Powered

Marketing is no longer limited to pretty pictures and catchy slogans. In 2025, the key role is played by the position of the brand — and how well it matches the values of the audience. Continuing with Part 1 on AI Marketing, we explore how authenticity, multimodality, and virtual influencers are shaping the new reality of digital marketing.

In 2025, it is not enough for a customer to simply receive a quality product. It is important that the brand has a position that is in tune with their worldview. People are more likely to choose companies that openly talk about social values, support sustainability, inclusivity, or are responsible for their own impact on society. Trust in such brands is not only higher - it is long-lasting.

This is confirmed by the numbers: according to the study, 65% of marketers admitted that campaigns with a clear social message were the most effective in 2024. And it does not necessarily have to be something global.

Take Ben & Jerry’s, the iconic American ice cream brand, for example. Known for its bold stance on racial justice, climate change, and voting rights, the company doesn’t shy away from difficult topics. Their campaigns are not about limited-time offers — they’re about impact, equity, and long-term community support. This authenticity has helped Ben & Jerry’s build a brand that people trust, follow, and advocate for — far beyond just the product.

Social responsibility is not just a marketing tool or a gimmick, it is about sincerity in the details. There are several important elements that form a holistic image of a brand with a position:

In 2025, brands no longer create separate content for each channel — they think big and multimodal. This means that one idea is transformed into a series of formats at once: an article, Reels, email, podcast, or even a banner series. Thanks to this, reach increases, while time and resource costs are significantly reduced. Creativity is not scattered — on the contrary, it works at full capacity in all environments where the audience is present.

Modern AI tools help automate the conversion of content from one format to another.

For example, the American cosmetics company Glossier, when launching a new line of skin care products, used one basic brief, on the basis of which different materials were created: a dynamic video for TikTok promotion, a visually rich email newsletter, a series of educational Reels, graphics for the website, and a thematic blog post. Each format conveyed a common message, but was adapted to the style and expectations of the audience on a specific platform.

Here is the basic chain of how one idea is scaled across different channels using AI tools and a well-thought-out strategy:

Multimodality is about using resources wisely. This is when content works for you, not the other way around. And it is in this approach that the key to scaling a brand without exhausting the team lies today.

AI avatars and virtual influencers — a few years ago, this sounded like futurism, but today it is already part of real marketing campaigns. In 2025, brands are increasingly creating their own digital characters or collaborating with already famous virtual faces. They look stylish, never make mistakes on air, are always available for filming and are able to adapt to any format. And what is important — they do not require multi-thousand dollar fees and do not create crises due to careless posts.

Prada, for example, recently announced a collaboration with the virtual influencer Candy, created by the Japanese studio Aww Inc. Candy appeared in the brand's digital campaigns, where she visually complemented real models. The campaign received a high level of engagement as part of its social media promotion and became a clear example of how an artificial person can effectively interact with a real audience.

AI characters open up new opportunities for marketers and marketing agencies:

Digital characters will not replace people completely, but they will definitely become part of a new brand ecosystem. In a world where attention is scattered and trust is formed quickly, AI avatars can become indispensable ambassadors — beautiful, consistent, and always in touch.

In 2025, a marketer is not just a specialist who launches ads or writes texts. This is an architect who builds systems, sets up connections between tools, and thinks like a digital product producer. Strategic vision, flexibility, and technological awareness have become as important as creativity.

Artificial intelligence is radically changing the structure of teams: instead of 5 people creating one banner, there is one person with AI assistants. It is important not only to use ChatGPT or Midjourney, but to be able to formulate the right prompts, adapt the results, and check for reliability. A new type of specialist is emerging — someone who manages artificial intelligence, rather than competes with it. Such a role requires high data hygiene, understanding the logic of models, and constant learning.

Brands are already implementing a clear AI marketing cycle that reduces time and increases efficiency. For example, Notion creates campaigns using the formula “AI → Test → Analysis → Update”, adapting content to results almost in real time.