Advertising Transformations by 2030: A Look at Key Trends
WPP Media, a leading global advertising company, has identified five trends that are set to reshape the advertising industry by 2030. These trends encompass significant changes in the use of technology, consumer behaviour, and regulatory frameworks.
1. The Rise of AI as a Creative Force
The first trend is the rapid evolution of Artificial Intelligence (AI) from an experimental tool to a primary creative force in the industry. By 2030, 71.0% of experts view AI-produced creative content as likely, with 29.0% rating it highly likely. Examples of AI implementations include Meta's automated video generation and creative optimization tools, and Google's Asset Studio capabilities. Companies like Leonardo.ai, Adobe, and Tagshop AI are already offering AI-powered creative production tools tailored for advertising and marketing.
2. Standardization and Commoditization of Biometric Data
The second trend is the rapid standardization and commoditization of biometric data for advertising applications. This trend represents a significant shift, with biometric data becoming widely used to access, personalize, and secure services by 2030, according to 82.3% of experts. However, this trend also presents regulatory challenges, such as privacy concerns and complex guidelines.
3. A Shift in Consumer Priorities
The third trend represents a dramatic reversal in environmental priorities within consumer decision-making. By 2030, sustainability will no longer be considered as important as price in consumer purchase decisions. This shift is influenced by geopolitical tensions, differing cultural attitudes toward privacy, and varying technological capabilities across regions.
4. Fragmentation of Global Privacy and Identity Regulations
The fifth trend involves increasing fragmentation of global privacy and identity regulations rather than convergence toward unified standards. According to the research, 75.8% of experts rate a single global approach to consumer privacy and identity as highly unlikely by 2030. Regulatory challenges, such as the European Union's GDPR implementation, China's data localization requirements, and evolving US state-level privacy laws demonstrate divergent regulatory approaches.
5. The Decline of Virtual and Augmented Reality
The fourth trend involves dramatically reduced confidence in virtual and augmented reality adoption. Sales of AR glasses, VR headsets, and smart earbuds are unlikely to outweigh smartphone and smartwatch sales by 2030. This trend is driven by a combination of geopolitical tensions, differing cultural attitudes toward technology, and varying technological capabilities across regions.
In the face of these trends, human creativity will persist in strategic roles, with a shift towards human-AI collaboration rather than complete automation. This collaboration will enable faster production of high-quality visuals and videos that support personalized, engaging advertising content across platforms. These developments have significantly enhanced creative efficiency, enabling the advertising industry to adapt and thrive in the rapidly changing technological landscape.
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