Now that the year is taking shape, there’s an opportunity to consider the movements that defined the last one, while keeping an eye on the ideas set to influence what comes next.
As part of our annual Three Trends series, we asked industry leaders to share their key takeaways.
Next, we speak to Shivashish Tarkas, Founder and CEO at The InterMentalist.
Shivashish reflects on the accelerating integration of AI in content creation, the rapid rise of regional influencers across India’s Tier 2, 3, and 4 cities, and growing industry volatility that may drive consolidation and career shifts across the ecosystem.
Looking Ahead:
What are three trends to look for in the coming year?
1. AI integration will speed up
The pace at which AI is evolving in the influencer marketing industry is set to reshape in relevant ways. Over the next few months, creators who don’t have focussed teams or those who prefer to stay lean amid market uncertainty will have access to applications that would support multiple facets of content creation at high standards. What’s already emerging is quite promising.
Even at its nascent stage, these tools are delivering experiences that feel efficient, fast, near to accuracy, and effective. While this transition may still require thoughtful investment, it remains far more practical than running a full-scale team.
2. Demand for local and regional influencers will increase
Regional influencers are set to grow exponentially in Tier 2, 3, and 4 cities in India. Becoming an influencer is no longer a tough goal. It’s both aspirational and affordable. What will be interesting to watch is which categories in the content creation see the fastest growth as the transition continues.
With AI challenging traditional production setups, the industry will naturally adapt and raise its standards to stay relevant.
At the same time, equipment for content creation today is evolving rapidly, making production more affordable and creator-friendly. With AI challenging traditional production setups, the industry will naturally adapt and raise its standards to stay relevant. This transition will work in favour of both emerging creators and influencers who have good numbers on their digital assets but still struggle to monetise due to competition and market fluctuations.
3. Industry challenges will grow
The agencies and content creators are likely to see a high uncertainty in the coming days. Revenues may fluctuate, marketing budgets will remain uncertain till the last moment and will experience sudden recalibrations. In such a period, agencies that did not plan for this may find it difficult to sustain themselves, which may lead to consolidation within the industry.
We may also see industry professionals becoming thoughtful regarding their careers and opportunities. One may witness folks moving to adjacent roles within the ecosystem, while others may explore entirely new domain of work.
Looking Back:
Your favorite trend of 2025:
It would have to be the Buggati trend. This trend was fun and held nostalgia for a certain set of audience.
If you could sum up 2025 in one emoji:
🧗
One of your favorite campaigns of 2025:
It has to be the Spotify campaign featuring the iconic Mr. R. SarathKumar. It was driven by conversations rooted in trust, respect, and long-term vision and was a very meaningful collaboration with a silent backbone.
What was your 2025 New Year’s Resolution, and did you keep it?
No resolutions were taken. I don’t believe in it!
