TBS.23.06.25 – Marketing AI predictions 2030 and beyond

TL;DR

This weeks edition of TBS envisions a disruptive future where AI transforms marketing into a decentralized, immersive, and emotionally intelligent ecosystem. This is mostly written by AI, utilising Perplexity Deep Research followed by asking Grok to analyse and approach using a less generic vision – I’ve made a few comments throughout the report based on my own observations.

By 2030, marketing will shift from campaigns to real-time, consumer-driven experiences powered by decentralized data, virtual realities, and quantum analytics, all while prioritizing ethical frameworks.

My initial thinking is that this is not as radical as we are likely to see, and so as a treat for those of us who remember I’ve add a Star Trek: The Next Generation analysis of the role of marketing in that timeline where I question is there a role for a brand where consumers have no salaries and food comes from replicators…

Transformative Predictions for 2025-2030

1. Emotion-Aware AI and Multimodal Personalization

By 2030, AI systems will extend on the multimodal inputs that Google is already deploying through voice tone, facial expressions, and biometric data from wearables to create emotionally resonant campaigns. These systems will analyze real-time emotional states to deliver personalized content that feels empathetic and human-like, fostering deeper brand connections.

• Impact: Brands using emotion-aware AI will achieve 45% higher customer retention by aligning campaigns with emotional needs.
• Challenges: Ethical concerns around emotional manipulation will require transparent consent models and regulatory oversight.
• Example: lululemon uses biometric data from smartwatches to send motivational messages timed to a user’s stress or energy levels.

2. Decentralized Data Ecosystems and Web3 Integration

Blockchain-based platforms will replace centralized data systems, empowering consumers to control their data via tokenized identities. By 2028, 80% of consumers will opt into data-sharing for rewards (e.g., crypto tokens, NFTs), enabling AI to deliver hyper-targeted campaigns without compromising privacy. This one I really like as Joe Zandstra and I had a similar idea for a social network in 2005 that would reward users for sharing their brand likes and dislikes. We never developed this which is why neither of us are billionaires today, but that's another story.

• Impact: Consent-driven models will boost trust, with decentralized campaigns yielding 35% higher engagement rates.
• Challenges: Legacy system integration and consumer education on Web3 will delay adoption until 2027.
• Example: John Lewis & Partners offers tokenized loyalty rewards, with AI analyzing anonymized purchase data to tailor virtual shopping experiences.

3. AI-Driven Immersive Virtual Worlds

Generative AI will create dynamic, immersive marketing environments in augmented reality (AR), virtual reality (VR), and mixed reality (MR) by 2030. These branded metaverses will adapt in real-time to individual preferences, offering gamified product interactions. This one is interesting as there has been significant investment in this space, most notably from Meta but also from Google, Apple and Snapchat all without much real world application or success to date.

• Impact: 65% of ad spend will shift to immersive platforms, with virtual experiences driving 55% higher conversions than traditional ads.
• Challenges: High computational costs may limit smaller brands until cloud-based AI solutions become widely accessible.
• Example: L'Oréal creates a virtual makeup studio where AI adjusts product recommendations based on user interactions in VR.

IYKYK - this image is from 1995's Hackers movie showing VR from 30 years ago, if you haven't seen it - it's a classic and worth a watch:

4. Autonomous AI Marketing Collectives

AI agents will form collaborative networks across brands and platforms, autonomously negotiating ad placements, co-creating campaigns, and optimizing supply chains. By 2029, these collectives will streamline global marketing operations with minimal human oversight.

• Impact: Marketing efficiency will rise by 60%, reducing campaign planning time from weeks to seconds.
• Challenges: Inter-brand trust and regulatory standardization will require robust AI governance frameworks.
• Example: Dubai Department of Economy and Tourism ’s AI could partner with airline and hotel AI's to craft personalized travel packages, adjusting offers based on real-time data.

5. Quantum-Powered Predictive Analytics

Quantum computing will supercharge AI by 2030, enabling near-instant analysis of complex datasets. Quantum-enhanced models will predict consumer behavior with 95% accuracy, factoring in dynamic variables like global trends or economic shifts.

• Impact: Campaigns will see 30% higher ROI through precise demand forecasting and real-time optimization.
• Challenges: Limited quantum infrastructure and expertise will restrict early adoption to large enterprises until 2028.
• Example: ZARA could use quantum AI to predict seasonal trends, optimizing inventory and ads across global markets.

6. Voice and Visual AI Domination

Voice assistants and visual search will become primary marketing channels, with AI optimizing content for natural language queries and image-based discovery. By 2030, 70% of e-commerce interactions will stem from voice or visual inputs and most purchases will be fully automated, based on household triggers.

• Impact: Voice and visual campaigns will drive 40% higher engagement, especially in retail and lifestyle sectors.
• Challenges: Optimizing for diverse languages and visual contexts will require advanced NLP and computer vision.
• Example: The Home Depot enables visual search where users upload room photos, and AI suggests products in real-time.

Industry Shifts and Implications

Marketing Roles Redefined

By 2030, 85% of marketing roles will blend creative and technical skills, with professionals acting as “AI orchestrators.” New roles like Emotional AI Strategists and Web3 Data Curators will emerge, focusing on prompt engineering and ethical oversight.

• Training Needs: Educational programs will prioritize AI literacy, data science, and emotional intelligence training.
• Example: UM Worldwide designs prompts for an AI collective to create a global campaign, ensuring alignment with emotional and ethical goals.

Ethical and Regulatory Landscape

Global regulations will enforce “AI transparency scores” for campaigns, evaluating ethical data use and algorithmic clarity. By 2029, 90% of brands will adopt federated learning to balance personalization with privacy, aligning with laws like GDPR 2.0.

• Consumer Trust: Brands with high transparency scores will see 30% higher loyalty rates.
• Example: Huda Beauty could publish its AI transparency score, detailing how biometric data was ethically sourced for a campaign.

Market Growth and Investment

The AI marketing market will reach $350 billion by 2030, fueled by investments in Web3, quantum computing, and immersive platforms. Startups in visual search and emotional AI will attract 45% of marketing tech venture capital.

• Opportunity: Open-source AI and Web3 tools will enable smaller brands to compete with enterprises.
• Example: Brixton Brewery launches a virtual tasting event in a metaverse using affordable, cloud-based AI.

Conclusion

By 2030, AI will transform marketing into a decentralized, immersive, and emotionally intelligent discipline, far surpassing the Perplexity report’s incremental predictions. From emotion-aware campaigns to quantum-driven analytics and Web3-powered consumer control, marketing will become a seamless extension of human experience. Brands that embrace these technologies while upholding ethical standards will redefine customer relationships in a world where digital and physical realities converge.

Fast forward 300 years… to Star Trek: The Next Generation. Is there a role for marketing now? I suspect not many of you will be TNG fans, maybe only 🐺 Miguel Bernas will give this a thumbs up!

Marketing in a Star Trek: The Next Generation World

In Star Trek: The Next Generation’s post-scarcity utopia, where replicators provide food and material needs without cost and salaries are obsolete, traditional marketing driven by economic competition fades. However, marketing evolves into a tool for cultural influence, identity, and exploration. Without monetary incentives, brands persist as symbols of values, craftsmanship, or heritage, not profit.

In this 24th-century Federation, marketing focuses on promoting ideas, experiences, and affiliations. For example, Starfleet markets itself as a beacon of exploration and unity, attracting individuals to its mission through narratives of discovery, akin to modern employer branding. Cultural brands, like Klingon opera or Vulcan meditation practices, thrive as markers of identity, shared via holographic campaigns or telepathic storytelling, leveraging AI-driven personalization to resonate with diverse species.

Physical brands, like Chateau Picard wine, endure as artisanal expressions rather than commercial products. Marketing emphasizes authenticity and tradition, using immersive holodeck experiences to showcase origin stories or craftsmanship. Without scarcity, competition shifts to prestige and emotional connection—consumers choose based on alignment with personal or communal values.

AI in this world amplifies marketing’s role in cross-cultural diplomacy. Federation AI systems craft tailored messages to bridge human, Andorian, or Ferengi perspectives, fostering unity. However, challenges arise: Ferengi may resist non-profit motives, and over-personalization risks cultural homogenization.

Marketing in TNG’s world is less about selling and more about storytelling, identity-building, and diplomacy. Brands exist not for profit but as cultural artifacts, promoted through advanced AI, holographic media, and empathetic narratives, ensuring they resonate in a galaxy where material needs are met, but meaning remains paramount.