In 2025, the advertising world finds itself at a crossroads. Artificial Intelligence (AI) promises efficiency and innovation, yet the heart of great marketing—human connection, emotion, and intuition—remains irreplaceable. How do brands navigate this digital age without losing their soul? Insights from industry leaders like Shawn King, Vice President and Executive Creative Director at National, reveal a delicate balancing act: leveraging technology while keeping humanity at the core. We’re all trying to figure out how to ride this tech wave without drowning the soul of what makes ads stick.
AI is transforming creative workflows, offering mockups, copy drafts, and visual references at lightning speed. “It’s changing daily,” King notes, highlighting its potential as a starting point. Yet, there’s a catch: AI, trained on the same vast internet data, risks churning out generic outputs that lack originality.
The consensus? Use AI cautiously. It’s a powerful assistant, not a replacement. “Mocking things up or providing a starting point for copy is a great use of AI,” King says, but he warns against over-reliance. The magic happens when human creativity steps in to refine and elevate.
AI may crunch numbers and generate ideas, but it falters where humans shine: emotions, context, and real-time trends. “Maintaining the human element and context in the creative process is increasingly important,” King emphasizes. Advertising isn’t just about selling—it’s about connecting. Whether it’s a nostalgic nod or a clever quip, the best campaigns resonate because they speak to real people, not algorithms.
While processes have shifted from collaborative, hands-on sessions to data-driven strategies, the core of great advertising endures: a strong idea and a message that sticks. Step away from the screen, King advises. “When you’re on a laptop, you’re mocking up an ad rather than thinking of the idea or the message.” In 2025, the best creatives still start with a pen, a conversation, and a gut feeling.
Data is the backbone of modern marketing, but it’s a double-edged sword. “There’s a risk in too much data and not enough data,” King warns. Rely too heavily on analytics, and you might lose the human insight that once fueled bold, intuitive campaigns. Skimp on it, and you risk missing your audience entirely. The trick lies in blending consumer behavior data with relevance and instinct—a “sweet spot” where science meets art.
Highlighting the danger of data overload: it can stifle the creative intuition that defined advertising’s pre-digital golden age. Quality matters as much as quantity, King adds: “Data is only as good as the data that’s input.” In 2025, the smartest brands use data as a guide, not a gospel.
In a landscape dominated by tech and precision, people crave something raw and real. Enter nostalgia and humor—two trends making a big comeback. “People are thirsty for nostalgic stuff now,” King observes. Think retro vibes, revived products, or ads that evoke a memory and a feeling of simpler times. A notable recent example is Hellmann’s innovative 2025 Super Bowl commercial, which cleverly reimagined the iconic “When Harry Met Sally” diner scene. The ad reunited Meg Ryan and Billy Crystal, bringing a nostalgic touch to modern mayonnaise marketing and demonstrating how classic cinema moments can be effectively repurposed for contemporary advertising.
We are also seeing a resurgence of humor that is less watered down, however, this must be socially conscious and brand-relevant to avoid missteps. We also see this as a way to stand out in a clinical, digital world. The key is balance—pairing less filtered humor with an awareness of today’s cultural climate. Done right, it’s a powerful antidote to ad fatigue.
Big budgets and polished productions aren’t the only path to impact. “Skip the production budgets and use your phones and real people,” King suggests. Lo-fi advertising—raw, authentic content shot with simple tools—cuts through the noise. User-generated content and influencer marketing have emerged as powerful forms of lo-fi advertising, where creators authentically review and demonstrate products in everyday situations. This trend is particularly prevalent in the beauty industry, as seen with the L’Oréal Lumi Natural Glow Enhancer across media platforms. Products like this have gained significant traction through numerous at-home reviews highlighting it as a must-have beauty essential, with content spanning both organic testimonials, paid ads, and affiliate marketing campaigns.
Amid AI’s rise and data’s dominance, one principle holds firm: advertising must connect on an insightful level. “If you jump in on the tool too quickly, you might forget that connection with people,” King warns. Understand your audience, resonate with their needs, and grab their attention. Technology changes, but the human need for meaning doesn’t. Shawn puts it “AI can’t feel the room.” He’s so right—those brainstorming sessions with a team still beat a screen any day.
As we march through 2025, creative marketing thrives where AI and humanity intersect. Embrace technology’s efficiency, but anchor it with emotional intelligence and bold ideas. Lean on data, but trust your gut. Revive humor and nostalgia, but keep them relevant and remember that the best campaigns don’t just sell—they speak. Above all, It’s about maintaining the human context, in a world of algorithms and automation, that’s the edge that will define success.
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