The Greatest Risk for Marketers Today isn’t Missing out on a Trend—It’s Holding onto Toxic Assumptions that Block Innovation

ChatGPT has catapulted generative AI into the spotlight, making it one of the most talked-about business topics virtually overnight—promising to revolutionize marketing by simplifying the creation of personalized content, enhancing data analysis with unprecedented precision, and optimizing strategies and decisions. What are the tangible benefits, challenges, and future opportunities of AI-driven marketing strategies?

To answer these questions, we had a conversation with Dr. Fabian Buder, Head of Future & Trends at NIM, about generative AI and the prospects of the metaverse for brands.

At the Nuremberg Institute for Market Decisions, you are concerned with the future of decisions in markets. What are the most important trends you are currently working on in your research?

FABIAN BUDER: We are currently working on two major trends that will shape the future of marketing and consumer decision-making. First, generative AI is transforming marketing. While it offers enormous potential, it also brings challenges. We’re studying how AI is reshaping the entire marketing landscape—from content creation to strategic planning—and the mixed reactions from consumers. It's about finding ways to ensure AI adds value not just for businesses but also for customers.

Second, we're exploring the future of consumer decisions in virtual worlds or metaverses. The way people interact in these spaces is evolving fast, and brands need to understand how to build relationships in these virtual environments. We're investigating both the possibilities and the hurdles marketers face in connecting with audiences here.

The metaverse hype seems to have cooled off a bit. Do you think it is still relevant?

Absolutely! The hype might be over, but the real disruption is just beginning. It’s a bit like the dot-com bubble—after the hype came real, lasting changes. Platforms like Roblox and Fortnite are still growing, with millions of users socializing, maintaining virtual identities, and even purchasing virtual and real products. Marketers need to navigate these spaces, especially since traditional media struggles to reach younger audiences who are highly active here.

When it comes to AI, I get the opposite impression. Hardly a day goes by without news about new or more powerful tools. What do you think, is AI here to stay or is it here to go?

I am a believer: AI is definitely here to stay. I'm absolutely convinced that we are on the verge of an AI-driven industrial revolution. Its adoption is already widespread, and its economic impact is massive. In the case of marketing, our research shows that AI is a transformative force already. AI's influence will only grow, shaping both business and society for years to come.

You said AI is already a transformative force in marketing. How exactly is the technology used there?

A key finding of our study is that generative AI has already become a core part of marketing. Every marketer we surveyed has already worked with AI tools, and almost half are heavy users, meaning they say they use generative AI tools mostly or even almost always for their marketing activities. In particular, market research, content creation, and, surprisingly, strategic planning activities are where generative AI is heavily used. Interestingly, the more senior the role, the more likely they are to use AI extensively.

Generative AI isn't just speeding up information gathering; it's increasingly being seen as a creative partner. It's fast becoming a standard tool for generating insights and driving strategic decisions. In fact, 63% of marketers say AI has significantly improved their marketing efforts. It's easy to see why AI adoption is accelerating across the board.

Are there also challenges for marketing managers when using generative AI?

Absolutely. One of the biggest challenges is the knowledge gap around legal and ethical issues. While many marketers feel confident about using AI, our research found that more than 40% have limited knowledge of the legal implications of AI-generated content. Similarly, almost 40% admitted that they don't really understand the ethical considerations of using AI. These are critical areas that could cause significant problems if not properly addressed.

How can companies ensure AI use is both legally compliant and ethically sound?

Companies need to be proactive. On the one hand, they should establish the right organizational structure—clear policies, executive support, dedicated budgets, and a culture of openness around AI. Our research gives evidence that such companies see greater value from AI.

Training is also essential. Marketers are happy to learn by experimenting with AI tools, but this hands-on approach probably isn't enough when it comes to complex ethical and legal issues. Companies need to provide comprehensive training on legal frameworks and ethical considerations to ensure AI is used responsibly and effectively.

Finally, looking ahead, how can marketers future-proof their strategies in such a rapidly evolving landscape?

One thing I find that is holding companies back is to stay ahead, marketers need to remain flexible and constantly look for and challenge what I call toxic assumptions—those widely shared outdated beliefs that can block innovation. It’s important to cultivate a mindset that challenges the status quo. Assumptions that have guided marketing for years might no longer hold true. Marketers should regularly question established practices and explore innovative approaches to connect with their audience.

The key is to be open to new technologies like AI, experiment with fresh ideas, and question long-held practices. The greatest risk for marketers today isn’t missing out on a trend—it’s holding onto toxic assumptions that block innovation. Collaboration across departments, especially with tech teams, is also crucial. The future of marketing lies at the intersection of creativity and technology, and those who embrace both will thrive.