Leading consumer trends according to marketers worldwide 2024

During a July 2024 survey among marketers worldwide, 56 percent of respondents included connected TV (CTV) and streaming among the most important consumer trends they were watching for the second half of that year. Generative artificial intelligence (GenAI) followed closely, mentioned by 55 percent, while TikTok and social video rounded up the top three with a share of 47 percent.

Generative AI in marketing

Next to effective use cases of AI, such as aligning web content with search intent and improving the consumer experience on websites, AI tools in marketing are used for creative production. For example, influencers worldwide stated they were using tools such as Canva and DALL-E to generate images for their social media accounts. Moreover, entire ad campaigns exist that have been produced by prompting generative AI for creative purposes.

TikTok for marketing

The short-video format of TikTok has taken the scene by storm. In 2023, the Chinese platform generated solid engagement rates for all the various influencer tiers – from nano to mega. As of April 2023, TikTok was the leading global unicorn – a start-up company with a value of over one billion U.S. dollars –followed by Musk’s SpaceX. However, multiple worldwide ban discussions revolve around the social media due to its highly engaging, or as some may deem addictive, character.