AI, storytelling, and retail reshaping media: Dentsu releases 2025 Media Trends report

October 22, 2024 6:20

2025 will mark an ‘algorithmic era of media’ according to digital marketing agency dentsu’s 2025 Media Trends report, as it predicts the new year will drive toward a fully addressable, shoppable, and accountable media ecosystem.

The new report, ‘The Year of Impact’, was crafted across dentsu X, Carat, and iProspect, and explores the changes driven by algorithms, AI, and the new dimensions of consumer engagement, which are expected to share the media landscape in the upcoming year.

“The rapid integration of AI across the media value chain has transformed how brands interact with consumers, marking the beginning of ‘the algorithmic era’, where real-world value creation moves beyond experimentation,” said Will Swayne, global practice president, media at dentsu.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.