Gabriella Krite, Head of Operations at The Kite Factory, predicts how AI will continue to transform the marketing industry in 2025 and discusses how The Kite Factory plans to integrate more AI tools into their stack for greater insights.

Winners and losers

In 2024 we saw a surge in interest surrounding generative AI, which triggered a rapid expansion of available applications and solutions to address specific business challenges.

I’d expect this to continue in 2025 but I think it will become clearer who the winners and losers are in the industry as investors look for tangible evidence of the impact of AI tools.

AI governance

As familiarity with AI tools increases, businesses, regulators, and users are becoming more attuned to the ethical, legal, and operational challenges associated with AI.

Therefore I’d expect a stronger emphasis on AI governance in 2025 as people have come to grips with the available and are beginning to understand the challenges better.

The future for The Kite Factory

For ourselves, we’ve always taken a balanced and thoughtful approach to adopting new technologies, favouring a methodical “test and learn” strategy rather than rushing to embrace trends without clear evidence of value. Because of this, I don’t foresee the broader trends in AI adoption impacting us significantly – we’ve already laid a solid foundation for our approach.

We’ve already identified the needs of our clients and staff that can be effectively addressed through AI and automation, and we focus on using the right tech to solve defined problems.

Looking ahead, one area where I see our efforts ramping up in the coming year is in strengthening our analytical capabilities. As we integrate more AI-driven tools, we’re unlocking new opportunities to leverage data in more sophisticated ways. Greater analytical insights will help us stay ahead in a competitive landscape and ensure our AI investments deliver the maximum possible value for both our team and our clients.