#BizTrends2025: Penquin’s Tyrell Stevens - Predictive personalisation transforming digital marketing

Tyrell Stevens, media & social media director at brand and communication agency Penquin looks at how predictive personalisation is transforming digital marketing in 2025 (Image supplied)

Predictive personalisation uses AI insights to analyse user data—everything from browsing behaviour to purchase history, interests, and even dislikes.

This allows marketers to craft real-time, highly tailored advertising experiences that resonate on an individual level.

Gone are the days of generic, one-size-fits-all campaigns.

Instead, predictive personalisation enables marketers to deliver experiences that feel bespoke, creating a deeper connection with consumers.

Whether it’s personalised product recommendations or dynamic ad content tailored specifically to a user, the result is either immediate action—like a purchase or a lead—or the development of stronger brand affinity.

Make consumers feel seen and valued

Ultimately, this is about creating lifelong customer loyalty.

The rise of predictive personalisation will challenge marketers to rethink their approach, moving beyond traditional strategies and toward a more data-centric model.

This trend will force marketers to spend more time analysing data and developing strategic ways to create authentic, meaningful connections with their audiences.

The goal is no longer just to reach consumers but to make them feel valued, unique, and truly seen by the brands they engage with.

Marketers must embrace new tools, skills, and mindsets to succeed in this environment.

It’s about creating campaigns that are not only relevant but also emotionally impactful.

That’s the key to building lasting relationships with customers in 2025.

Forward thinking brands

Why is predictive personalisation the trend to watch in 2025?

It’s about differentiation in an increasingly crowded marketplace.

Incorporating trends like predictive personalisation early into your strategy gives marketers a head start on innovation.

It allows brands to stand out, capture attention, and position themselves as leaders in their industry.

Moreover, being an early adopter of this trend signals to consumers that a brand is forward-thinking and attuned to their needs.

It’s a chance to demonstrate that you’re not just keeping up with the times—you’re ahead of them.

More than a tool - A transformation

As predictive personalisation reshapes the marketing landscape, brands that embrace this trend will be better equipped to create meaningful connections, foster customer loyalty, and drive long-term success.

Predictive personalisation is more than a tool—it’s a transformation.

Marketers who leverage its power will meet consumer expectations and exceed them, setting a new standard for what great marketing looks like in 2025.

For brands looking to thrive in the years ahead, the time to embrace predictive personalisation is now.