By Jonathan Baker Welcome to 2025, with trends and advances in artificial intelligence (AI) coming at the speed of light. While Open AI and Google are still synonymous with artificial intelligence, there are other high-powered brands that are taking action. Apple—a brand name familiar to many—is one. Anthropic—which may not be as well known—is another. (By the end of 2025, Anthropic will be well known.) AI in the Driver’s Seat In a recent Adweek article, Trishla Ostwal states that generative AI—which primarily operated in the background—will become a central driver in marketing. With the release of AI 2.0 on the horizon, complex tasks will be organized and executed in real time. As an example, Gemini—the AI agent for Google—can browse the web as if it were human and can control Chrome, click buttons, and even fill out forms! And this is only the tip of the iceberg in advancements… Added Advancements in AI 2.0 The expected advancements in this upgrade will be a greater capacity for effective reasoning as well as space to retain greater context. This will enable AI 2.0 ability to adapt and adjust to unforeseen changes, such as changes in consumer taste and behavior. This will benefit brands and businesses as far as maintaining budgets and catering to their target audiences are concerned. The heightened sophistication of AI is attracting the attention—and action—of another well-known icon in technology… Apple and AI Having already integrated voice assistant Siri and ChatGPT, Apple and AI will go far in the new year. By intensifying this integration, Apple devices may become the go-to hubs where users will conduct daily activities. Additionally, should Apple choose to develop its own search engine—and thus no longer need to rely on Google—the possibilities may be limitless. Now, let’s look at Anthropic… What’s Anthropic? Founded in 2021, Anthropic is a public-benefit startup that researches and develops AI, with a focus on studying and ensuring safety in technology. The name of Anthropic’s collection of large language models is Claude. Late last year, the company released a model context protocol which enables Claude to integrate with Google features such as Maps and Calendar. From here, an app or chatbot can be created to help users find places, make reservations, and schedule appointments, among other activities. This advancement symbolizes how AI will become more active, or as stated above, serve as a central driver. Have you heard the expression—”living on the edge”? This will take on a whole new meaning with AI. Edge AI Imagine utilizing AI without the need of visiting the Internet. The innovation of Edge AI allows for local processing of data—directly on user devices and not via browser. Now imagine how this will help lighten concerns of privacy and the fear of sensitive user date being exposed. Users will be relieved. And brands will have opportunities for relevant, real-time interactions, as Edge can help enhance the personalization of the consumer experience. Would it be an exaggeration to say that the AI possibilities of this year will surpass the innovations of 2024, when they were first introduced? No, we don’t think it’s an exaggeration either! Takeaways The points listed above are thrilling and (let’s be honest) overwhelming. Despite AI’s growth and ability to perform tasks that range from surfing the web to organizing schedules, these advancements mean nothing unless they are founded in human curation and creativity. And where marketing and advertising is concerned, qualified agencies—staffed by human beings—will be in demand to oversee how AI operates in sync with everything from strategizing to social media campaigns. (In short, human beings are needed to make sure AI stays in sync with operations, among other responsibilities.) The EGC Group is staying in tune with changes to late-breaking technology, and particularly AI. Do you have concerns or questions about how AI impacts your brand? Reach out to us for assistance. And Happy New Year!
