How generative AI’s role will evolve in 2025

Following a year of backlash to AI-generated ads, marketers are calling attention to back-of-house functions that are results-focused — and less subject to outcry. Marketing executives hold a range of opinions about generative artificial intelligence (AI), from the evangelistic to the alarmist, but many are aligning around a shared sentiment: The tech is getting “less sexy” in 2025. That’s not necessarily a bad thing. 

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