The Renaissance of Immersive Marketing is right at our doorstep. Never before have we been so close to the point where the virtual world starts influencing the real world, and through interfaces, combined with the collected and analyzed data, it can sensually explain concepts that have always been on the brink of abstraction. Can we physically feel 'fast data transfer,' or experience 'computing power' on an emotional level? The emotional connection to benefits is shortening every month.

Metaverse as an idea dates back to the 1990s, but its most significant moment of public attention came as a highly inflated “overpromise”. In reality, there won't be a metaverse revolution as envisioned by Mark Zuckerberg, but rather an evolution – one that gaming has been spearheading for over 20 years.

I’m skeptical of the “virtuality” concept offered by Apple Vision or Zuckerberg’s metaverse. Running around with a headset—unless it’s a bike helmet—doesn’t appeal to me, nor does sipping virtual coffee with avatars on Teams. Especially after the pandemic. In my view, the real and virtual worlds are merging in different, more critical areas: distinguishing real news from fake news, humans from avatars, genuine ads from fake out-of-home ads, or games from films. Why complicate things with yet another reality-distorting layer?

The Metaverse was supposed to revolutionize our lives, but the pandemic revealed that we still value real-life interactions. We’re now seeking a balance between the digital and the physical worlds. I believe AR could be the answer, but we’ll have to wait until wearable devices offering AR become comfortable and accessible for everyday use.

We’re eager to reconnect with the real world. Netflix premiere events draw thousands of participants, from park picnics and Bridgerton-inspired balls to Squid Game challenges brought to the streets of Warsaw and Paris, as well as parties reminiscent of the 1670s. A defining element of such events is the inclusion of spaces designed for social media creators – both influencers and those aspiring to join their ranks. These “photo & video opps” enable participants to generate content that keeps the event alive in the virtual space. These experiences exist on two levels – in the real world and online, with cinematic productions as their source. All these dimensions blend seamlessly, allowing us not to choose between them but to comfortably inhabit multiple realms simultaneously.

After the ChatGPT revolution, we have entered the era of AI generating images and videos. History repeats itself—first comes play, then comes business. We see this in TikTok’s AI Greenscreen filter and in our McDonald’s campaign. AR fits perfectly into this "in-between" trend. The development of this technology enhances the appeal of augmented reality (AR), which aligns seamlessly with the trend of existing between reality and virtuality. We proudly remind you that we were global pioneers in this field, creating one of the world’s first AR engines and applying it in advertising campaigns.

Fortunately, there’s no sign that the coming year will deliver a utopian vision of transferring us into the Metaverse. Instead of moving to a new reality, we’ll see a growing number of AI-enabled devices designed to diversify and simplify our lives. Technology will not be an end goal but a subtle, omnipresent aid that enhances our daily lives while keeping us firmly rooted in the real world.

I’m truly excited about the renaissance of augmented reality, which still has so much to offer consumers - mainly due to the widespread availability of easy access to it. The Metaverse also holds hidden potential, but in a way that's quite different from the vision once presented by Mark Zuckerberg. Back then, many online comments noted that video games had already created the Metaverse much earlier, simply by being multiplayer. Today, gaming experiences are thriving under platforms like Roblox, Minecraft, and Fortnite—better fitting the concept of the Metaverse as a networked form of entertainment for specific communities.

The coronavirus pandemic has affected the fitness industry like no other. In place of temporarily closing clubs, an entire sector of virtual workouts quickly sprang up. And while we've been able to see a trainer at the gym again for the past few years, we don't want to get rid of what we tasted during the lockdowns. Consumers want to travel seamlessly between the real and virtual worlds. And we, as a leader in the fitness industry in Poland, are making it easier for them by adding a modern app with tailored workout plans, profiled workouts and video classes to classic membership. Our clients can work out in a club with a trainer, they can work out in a club with the app, or they can work out with the app on the other side of the world. “Move as you like!” - we say and create a real choice between reality and virtuality.

Technology permeates our lives, but no longer fascinates as it once did. This can be seen, for example, in the return of the Y2K aesthetic (I recommend a search on TikTok for “y2k blue future style”) - the vision of the future as we imagined it in the... past is becoming attractive. Thus, augmented reality combines the familiar with the new, and this, in my opinion, makes it an effective tool for campaigns this year and next.

Augmented reality has not yet said its last word. While we have more capabilities today than ever, we are still looking for a breakthrough that will revolutionize our relationship with technology. We are no longer looking for full immersion, but integration - authentic, non-invasive solutions that naturally enrich how we interact with technology.

In the world of innovation, imitation thrives, which explains the popularity of early or late follower strategies. We’re on the brink of a flood of AI-generated content—images, videos, and audio—that will undoubtedly drive substantial revenue streams. Consumers will adapt to this new normal, which is here to stay.

The dehumanization of the Internet is happening at a breakneck speed, and we have no tools to prevent it. In my opinion, this is the most fascinating "trend," or rather "anti-trend," that will completely reshape the way we consume content. We’ll soon reach a point where platforms we now call social media will be overwhelmed by bots, generating content that is primarily read by other bots. I truly hope this marks the start of the end for these platforms, and that we’ll create new ones based on real, human interactions in smaller communities—unless TikTok manages to get half the world addicted to its content sludge in the meantime.

The widespread adoption of AI models has generated concerns within the industry, but a positive outcome has been the rise of a conversation about the importance of humanism and human creativity. I hope that the current overload and the diminishing trust we experience from the sheer volume of automatically generated content will spark a renaissance of originality and quality.

We’ve reached a technological impasse, somewhere between Johnny Mnemonic and Total Recall. Our overloaded minds, forgetting basic information, will increasingly rely on their virtual counterparts, backed by AI—helping us remember how to be human and sustain the fading interactions that social media no longer offers.

The dark forest hypothesis is most often associated with first contact (or the lack thereof) with extraterrestrial civilizations. However, it has also recently been applied to the “dark internet theory,” as observed by figures like Yancey Strickler. It serves as an illustration of what’s happening on platforms like X (formerly Twitter), where interactions between bots have become increasingly prevalent, and discovering human perspectives in threads now requires careful scrolling. This shift also has an impact on users’ psychology and preferences. More and more, users are gravitating towards different methods of communication and new platforms, with the rise of Bluesky—a leading alternative to X—demonstrating that quality interactions on the internet are still crucial for users, if not a top priority.

Agata and Krzysztof live in the countryside near Warsaw. Recently, Krzysztof bought his partner a bra – very soft, with a trim instead of a wire. This design relieves the spine for women with a larger bust. Krzysztof is over 60 years old, with several failed relationships behind him. Agata came to him in April 2022, accompanied by a one-and-a-half-meter, fifty-kilogram poodle. Ewa Stusińska told their story in her brilliant book Deus sex machina. Will Robots Love Us?. Why does this matter? Because there are thousands of such couples, and there will be even more in the future. Humanoids will take on new roles – they will accompany us in loneliness, improve our work, and assist the elderly. However, how we organize this coexistence and the marketing story we craft around our relationships will be up to us.

As a manager, where decision-making often feels isolating, AI voice interfaces (mainly ChatGPT, but also Gemini) have become more than tools for me—they’re akin to a mirror or a well, where the echoes guide my thoughts into order. Engaging in voice conversations with AI helps me reach ideas and solutions that might otherwise remain out of reach. My evening walks with my dog, accompanied by these dialogues in my headphones, have turned into a cherished ritual—allowing me to start the next day with renewed clarity and perspective.

The initial surge of AI-generated content, chatbots, and AI-backed call centers is both annoying and relatively simple to detect. For now, most people can quickly recognize bots making calls and aren’t easily fooled. However, over the next year, this technology is likely to progress to a level where we can no longer be sure whether we’re speaking to a human.

We’ve reached a point where bots with fake social media accounts are profiting from donations. Furthermore, it’s easier to produce 100 AI-generated shorts than one meaningful piece of content. Despite promises to introduce various mechanisms, as long as platform owners don’t start losing revenue from such content, we’re left with two options: either “opt out” or accept the situation.

What is becoming more and more important, in this technology development era, and tools that can generate an "ideal" reality - is everything that is created by humans – often imperfect, because it results from human knowledge, experience, or skills. It suddenly turns out that what is not ideal – becomes ideal for us. Because it is the work of a human, resulting from their experience and who they are. This human filter will seem to gain more and more value for us.

The question is no longer “if” but “at what scale” brands are using AI. The mere presence of the technology is no longer a surprise - what matters now is its strategic application. Brands that skillfully combine AI with human interactions will be in a winning position. However, the scale of AI use also carries risks - automation without authenticity risks losing customer trust. How we use it is up to us.

Baby Boomers, Generation X, Millennials, Gen Z, and now 'Snowflakes'—a generation as delicate as snowflakes. Generations evolve. Customer behavior, product distribution, and content delivery differ significantly from what they were a decade ago, largely due to technology. Technology enables brands to know almost everything about their consumers and segment them in the most sophisticated ways. The key lies in translating this knowledge into content creatively and pragmatically, then testing it in real-world conditions. Sometimes that means making mistakes and analyzing the results, gaining insights for the next round of testing. Marketing has become increasingly complex—balancing creativity, speed, and effectiveness to craft text, visuals, and videos that not only reach the right customer but deeply move them (often in a nearly 1:1 model), ultimately driving action. Yet, we frequently hear examples of how a single organic TikTok video can generate an entire quarter’s revenue for a company.

Beyond all the differences, there is one trend that will unite the disparate generations is retro. For boomers and Generation X, it's nostalgia and a return to the memories of their youth; for Generation Z and Alpha, the aesthetics of yesteryear are synonymous with authenticity. What does this mean in the world of brands and communications? Re-editions of iconic products, storytelling based on icons from the past and ubiquitous retro.

The key to winning in 2025 will be understanding the languages of all generations first. Take Plush as an example, engaging Doda and Krzysztof Ibisz in their TikTok campaigns. The 34 hours per month that users spend on this platform represents more than just a statistic - it’s a clear indicator of a generational communication revolution.

We don’t need to speak the language of a generation – let’s speak the language that bridges generations. Style knows no age. The agency’s role isn’t to separate Gen Z from boomers, but to create a message that excites all, regardless of age. It’s not about age, it’s about the vibe!

What brands do Gen Z love? Youth-only brands? Surprisingly, studies show McDonald's, Netflix, Amazon, KFC, Lay’s, and Coca-Cola—some of the brands older than Gen Z's grandparents! Yet they remain lovebrands by balancing mass appeal with targeted communication. They adapt channels, insights, and innovations like app ordering and product personalization to attract the young. Mass products, mature brands that everyone chooses, but steering their offer, technology, and marketing communication to appeal to every segment, especially the youngest, who will grow with them.

Youth and maturity are not defined by age, but by a state of mind, further fueled by the cult of youth. We all find ourselves looking at Generation Z and evaluating our own actions, goals, and expectations in relation to this, undoubtedly unique, generation. However, I don’t believe segmentation by ‘generation’ has a long-term future—generations are not homogeneous and often conflict within themselves. Micro-targeting and the dynamic optimization (DCO) of advertising messages with the help of AI allow the same key trait to be presented in an appealing way to each interested audience group.

Target groups are always subject to a certain level of generalization –  just as we can't speak about gamers as a single group, we can't treat Generation Z as a monolith either. At the same time, some brands are increasingly adopting a more "youthful" overall communication strategy. An interesting case is the cosmetic brand Drunk Elephant, which has been accused by consumers of intentionally directing its advertising message to children (both through the language it uses and the colorful packaging that resembles toys). It is also cited as a key factor in the rise of the “Sephora kids” trend – children who are too young to use certain cosmetics but still eager to be part of the trend of owning and testing popular products they see on TikTok. Unfortunately, by imitating the product combinations they see on social media, they create chaos in Sephora and other cosmetic stores. The situation, widely discussed in the media, focused on various aspects: parental responsibility, the role of brand communication, the suitability of cosmetics for young consumers, and finally – the ability to maintain order in public spaces. One key observation stands out – Generation Alpha is highly susceptible to the influence of influencers. After all, they grow up with them.

I’ve been observing a phenomenon I call “micro-nostalgia” among teenagers, including my own sons. The young generation is highly sentimental, but due to the rapid pace of change in the world, their nostalgia covers only a few years back. Young rappers sing nostalgically about Tabaluga, high schoolers tell their younger elementary school friends about the “winter of the century” from just a few years ago. Streams from Fortnite’s first season in 2019 have already gained cult status, and the game’s creators are consciously returning to its early days. For brands, this is a sign to return to their foundations instead of chasing trends relentlessly—even if those foundations are fairly recent.

Hyper-personalization offers immense opportunities to connect with those with the highest purchasing potential and to sustain relationships with customers who commit to the brand. The appeal of these tools lies in their multifaceted effectiveness. Still, I believe the key is to balance a brand’s use of highly personalized solutions with fostering consumer loyalty and emotional resonance.

Netflix has something for everyone, without forgetting niche audiences. Shows like “Arcane “, inspired by “League of Legends “, exist alongside global hits like Emily in Paris. The way these two productions are marketed is completely different, yet they don’t compete with each other. In fact, it’s common for the same viewer to enjoy both with the same level of enthusiasm. You can embrace niche interests while loving mainstream pop culture at the same time. Our identities are fluid, and our preferences are always shifting. Forcing people into narrow micro-segments is, to me, a mistake. Truly popular brands should communicate on at least two levels – one for a broad audience and another for niche groups. After all, very few people never step outside their bubble. This principle extends far beyond Netflix.

'Hi, Adrian!' – emails like this leave me with mixed emotions. Personalization isn’t simply about dropping a name into an email template. Adobe studies show that only 20% of customers actually want this. What they appreciate much more is intelligent service – reminders about product expiration or seamless recognition across platforms. Let’s concentrate on meaningful actions, and when we personalize, let’s ensure it’s done well.

Data remains the most important and, in many aspects, the most expensive currency of our time – as illustrated not only by the issue of raw material in personalization but also by the aspect of training all machine learning tools that perform this personalization. We continue to witness discussions around discrimination and inclusivity, focusing on the ethical collection of data, the ethical training of algorithms, and even the ethical use of those tools – but without clear guidance on what this truly means.On the other hand, the potential for creating social campaigns without inflated budgets is greater than ever before – one example of such efforts is the podcast and video materials created for the “Dieta NieŻycia” project, which, with the support of generative AI, led to a significant increase in public awareness regarding the fight against anorexia, a deadly disease. Any opportunity to have a broader impact within socially responsible projects is invaluable.

Personalization of digital content is reaching dangerous levels, no longer just through precise segmentation but through the creation of dynamic tailored content. We risk losing the common communication space to a created reality that perfectly understands our emotions. The key becomes the conscious design of systems that respect the individuality of the user, while leaving room for a diversity of perspectives, so that we are not locked into hermetic “information bubbles.”

Our sense of uncertainty is further amplified by the ubiquitous disinformation spreading through the growing tools of generative artificial intelligence. While technology itself remains neutral, its use unfortunately depends entirely on the individual. Voice cloning, deepfakes, and fabricated images flooding social media represent a whole new level of disinformation on a scale we’ve never faced before. And so, as everything starts to seem like a conspiracy theory when we don’t understand how anything works, the importance of education in this area is more critical than ever.

The younger sister of the zero waste trend - the circular economy - has grown up and is beginning to operate on its own terms. Giving second and even third life to objects will no longer be just a niche activity of eco-enthusiasts, but will enter the business and communication strategies of big brands. Repairing, mending, restoring old, worn-out things to their former glory is not just an expression of care for the Earth, but simply a new lifestyle that will determine consumers' purchasing choices.

The era of uncritical consumption has passed. Ahead of us lie challenges and uncertainties tied to defining years: 2030 and 2050. Consumers have come to see how brands have shaped their lives to fit a corporate vision, often at great cost to the planet in the name of profit. Now, they demand that brands take meaningful action and positively impact the world, expecting them to act as challengers of the system. For years, Havas has been running the global Meaningful Brands study to measure whether and how brands deliver tangible value to people’s lives. Our research reveals that over 70% of brands could vanish without notice, as consumers increasingly gravitate toward those offering genuine support. That’s why we focus on working with brands to address real-world challenges. Examples include Vanish’s water-saving campaign, the Aguard fishing float created after the Oder River disaster, and initiatives with the Kulczyk Foundation to combat menstrual exclusion in schools. These efforts are often complex and demanding—they require boldness and greater dedication, especially when addressing uncomfortable topics that disrupt the norm. But these challenges shape the future of brands committed to genuine change."

Yes, that’s everything that needs to be said. Yet, we’re still trying to scoop water with buckets. A perfect example is the Ad Net 0 initiative in the advertising industry, which aims to fight emissions. In an industry that drives consumerism. Another batch of awards for social campaigns won’t solve anything; the world is hurtling toward the next global reset. This is often the outcome when complexity rises to a point where we return to old methods of ‘starting everything fresh.’ Meanwhile, the world spins, and we spin with it, the same old tune playing… Welcome to Cyberpunk.

Alfred Nobel’s life demonstrates the paradox of technology—a pacifist who invented dynamite and sought to guide its use toward constructive ends. In our era, the question is not whether technology will harm us, but how we can harness it intelligently and ethically.

New tools often redefine the organizations that use them – that's nothing new. AI-based solutions are already influencing internal processes in many creative sector companies, and that's great. But does that immediately make it an 'AIgency'? Leaving aside the creative process, we still operate in a service industry where relationships play a crucial role in building trust, security, and understanding. For now, technology still can't replace human empathy.

AI in advertising isn't a trend; it's an evolution. Tools like GenAI enable agencies to elevate campaigns and push creative boundaries further. However, the true power of AI lies in combining it with human ingenuity, as seen in the EON campaign where AI amplified the agency's creative concept. This synergy between human and technology defines the future of advertising.

AI will always remain a tool in the hands of creatives, capable of generating content or refining ideas when prompted effectively. Creativity can thrive without AI, but AI cannot exist without data and humans. Perhaps it’s time to establish a competition exclusively for ads entirely generated by AI—or to create a separate category in existing contests for such entries.

Generative AI (GenAI) is built to always provide an answer to a prompt, offering what it predicts to be the most likely solution. Yet, it often produces inaccuracies, biases, or responses based on flawed data (as Benedict Evans mentioned in one of his articles,, when asked for an image of people discussing advertising on a beach in Cannes, it created someone with three legs). AI excels at what’s difficult for humans, like processing massive data sets rapidly, but struggles with what’s easy for us—for instance, try asking GenAI, 'How many letters are in the word strawberry?' Did you? Without a strong prompt or brief at the start and creative, knowledge-based human verification at the end, the process is prone to errors and shortcomings. I often hear from business professionals, 'AI is great at generating generic content, but it struggles with what matters most to us—we need something specifically tailored to our brand and aligned with our values.'

AI is disrupting traditional workflows and driving productivity to unprecedented heights. Expertise in leveraging AI empowers the creation of uniquely innovative concepts, ideas, and content. The most forward-thinking companies, those that have reimagined their operations to deeply embed generative AI into their value chains, are discovering that the transformation transcends individual collaboration with AI. The human+AI model is becoming obsolete. The future lies in a new paradigm: team+AI. The scale of change is staggering—integrating functions, deepening teamwork, and achieving extraordinary speed. Each week brings breakthroughs and challenges. We’re astonished by the elevation in work quality and the breadth of new opportunities. AI enables us to surpass human intellectual limits, igniting curiosity and reflection: what comes next? We are on the cusp of a new era for humanity.

At Panowie Programiści, we are ready for the era of AI-gencies. We are already using AI to optimize work—reformatting ads, adapting campaigns for various markets, and creating graphics. But we make sure to leave space for human creativity. Technology is here to support ideas, not replace them. That’s why, in the creative process, stay human and imaginative. Just as we stay human and creative, using our technological innovations to support your most unconventional ideas.

Artificial intelligence can be a great tool to support the creative process – but it won’t “create” an idea that makes your product stand out from the competition, either from scratch or in its entirety. The human element in the creative process is absolutely irreplaceable if we want to create something original, thinking outside the box. However, throughout this journey, we have always relied on (and will continue to rely on) various tools that, when used by experienced specialists, can help bring something exceptional to life.

There was a time when Photoshop raised concerns among artists and designers, yet it ended up expanding the horizons of creativity. Now, artificial intelligence presents a comparable challenge, transforming creative workflows. Agencies that implement AI are gaining a significant advantage by boosting both innovation and efficiency. As long as AI remains a tool guided by human intent, there’s no need for alarm.

I strongly believe that the new model for creative teams involves a partnership between human creativity and AI agents. This concept drives the development of our product, Pirx.CONVO, which supports Social Media Community Managers. The AI agent learns the brand’s voice and suggests pre-written replies, but it’s ultimately the human who decides what to reply. Will the belief in enhancing human creativity be enough to compete with full-fledged AIgencies, where thousands of bots simultaneously analyze trends, perform tests, and generate countless, hyper-personalized, targeted ads? I’m not sure.

Generative AI is both a tool and much more than just that. We mustn’t forget that. While 2 out of 3 Poles claim to understand what AI is, 40% still feel stressed by the term. The situation isn’t any better in the industry. Photoshop doesn’t win awards for campaigns, and neither does AI. We’ve fallen into the trap of admiring the hammer more than the house we want to build with it. It’s strange that, as marketers, we’re falling into this trap. In a year or two, we’ll once again glorify the perfect imperfections of human hands. Just wait. Until then, ChatGPT, generate a better version of me!

Generative artificial intelligence is changing the advertising industry. In 2025, agencies without advanced AI tools may find it difficult to compete. It will be crucial not only to have the tools, but to use them creatively and strategically. The mere presence of AI in an agency's portfolio is not enough - what matters is intelligent integration and the creation of unique ecosystems. Generative AI requires courage - the more creative, the greater the risk of unexpected results. Brands must decide if they are ready for such a trade-off between innovation and potential image challenges. The future also includes physical AI-based projects - perhaps as early as 2025, robots will become a platform for creative collaboration, opening up new possibilities in marketing and consumer interaction.