CONTROL Magazine (CM) – Is 2025 the year when technology (with a special emphasis on AI) will enable better connections with consumers through more personalized campaigns?

Ana Muñoz (AM) – Without a doubt. On one hand, AI allows us to analyze vast amounts of user data more deeply, and on the other, it enables us to reach these users in a more personalized way—with segmented advertising and the creation of tailored experiences.

CM – On the other hand, I imagine that sincere and transparent communication will also be important to reach an increasingly conscious consumer—am I right?

AM – That is precisely the challenge. In this landscape where AI plays such a central role, it becomes essential to communicate with the consumer in a unique way—with a message that is sincere and transparent, but above all, human. A communication with SOUL that stands apart from a prototype created by AI. In the face of the risk of uniformity brought on by technological democratization, internationalization, and the development of generative AI, ideas and talent are becoming more relevant than ever.

CM – Besides the two topics previously mentioned, what other trends do you anticipate will be relevant in 2025?

AM – Constant innovation in media and platforms to combat consumer fatigue. Market saturation, the battle for audience attention, generational preference shifts, and technological advancements are all reshaping how audiences interact with content.

Ethical challenges around authenticity. The increasing prevalence of AI-generated “deepfakes” is eroding trust, making people more prone to question real events.

Cross-media measurement is becoming essential to navigate today’s increasingly complex landscape. Cross-channel media measurement models are more necessary than ever.