AI, personalisation, and customer retention will redefine marketing in 2025, reveals CleverTap

Generative AI is set to drive a significant shift in customer interactions in 2025, with communication moving from brand-led to customer-led experiences, revealed a new report by CleverTap, an all-in-one customer engagement platform. As the technology matures, businesses will increasingly adopt AI-driven, prompt-based, conversational engagements, reducing touchpoints but enhancing the quality of customer interactions.

The report outlines several key trends that will shape the marketing and customer engagement landscape in the coming year. One of the major challenges for marketers will be balancing personalisation with privacy. As hyper-personalisation becomes standard, brands will need to implement privacy-first strategies, focusing on first-party and zero-party data collection while adhering to strict privacy regulations. Transparent, contextually relevant personalisation will be crucial for building trust with customers.

CleverTap also highlights the evolution of martech from traditional, siloed tech stacks to a dynamic, interconnected system referred to as ‘living cartography.’ This concept aims to create agile, real-time adapting ecosystems that reduce the risk of system-wide failures and allow brands to respond faster to changing customer preferences. Another significant trend is the rise of AI agents, which are expected to grow substantially in 2025. These AI-driven entities will go beyond basic responses, enabling businesses to analyze customer sentiments, provide personalised recommendations, and deliver multi-lingual, 24/7 support. The adoption of AI agents will boost operational efficiency and improve decision-making, positioning businesses to gain a competitive edge. Lastly, with customer acquisition becoming more expensive, businesses are shifting their focus to customer retention.