After another trip around the sun, and another one just begun, it’s time to reflect on the year that’s passed and what’s to come in the one ahead.
As part of our annual Three Trends series, we asked industry leaders to share their key takeaways.
Next, we speak to Na-Yeon Kim, Head of Insight Strategy Division / Vice President at Innocean.
Na-Yeon offers her take on what’s to come in the new year, including the magical side of AI, more marketers showing brands through an artistic lens, a greater focus on experiential spaces, and more.
Looking Ahead:
What are three trends to look for in the coming year?
1. AI as a Magic Source
AI is becoming this kind of everyday magic tool that slips into almost every part of our lives—finding information, helping us learn, supporting our work, and even creating music, videos, or giving advice.
It’s involved in entertainment, shopping, fortune-telling… basically everything. Now, as long as you want to create something, you can express almost anything you imagine, no matter your skill level.
But as a marketer, this whole shift feels a bit complicated. Since anyone can make content so easily, it’s getting harder for brands to really connect with people.
2. Creating Experiential Spaces
We’re going to see more chances to experience brands in places we never really expected. People are always looking for something new, so even unusual spots—like that Alien: Romulus pop-up tucked between escalators—can become unique and memorable brand spaces.
Showing a brand through an artistic lens leaves a deeper impression than simply showing off technology.
Basically, anywhere people can go can turn into a marketing playground. Even abandoned places can be reimagined.
3. Brand as Art
More brands are moving beyond motor shows, CES, and MWC, and turning toward art fairs like Art Basel or Milan Design Week. Showing a brand through an artistic lens leaves a deeper impression than simply showing off technology. Art marketing is growing into something much bigger than basic sponsorship. Marketers need to step outside the brand’s point of view and really blend into the lifestyle of consumers.
Looking Back:
Favourite or least favourite trend of 2025:
A Trend I Didn’t Hate—Just Didn’t Quite Get: Morning raves—dancing and partying at dawn?
The early bird just ends up more tired. I still love my early-morning sleep!
If you could sum up 2025 in one emoji:
🙀
Feeling both excited and surprised by how fast AI is evolving
One of your favorite campaigns of 2025:
Switzen: “Going Home.”
It’s one of those ads that makes you want to go home and see your family, no matter where you are. Even in a world where TV ads rarely hold our attention anymore, this one naturally catches your eye and gently pulls you in.
