AI still reigns, but the game Is changing 

Artificial Intelligence remains the undisputed star of the marketing universe, cited by 83% of professionals in marketing-BÖRSE’s latest trend report. When examining AI in marketing trends, a quiet revolution is underway beneath the surface. Augmented reality (AR), sustainability, and first-party data are gaining momentum, while traditional lead generation is fading. Based on insights from nearly 2,000 marketing experts, the report maps what’s rising, what’s falling, and what lies ahead. 

AR goes mainstream 

Augmented Reality has finally crossed over from novelty to necessity. Once the domain of tech enthusiasts, AR is now being adopted by marketers seeking immersive, experience-driven storytelling. Its jump in relevance, from 6% to 18%, marks the fastest growth of any category in the study. Much like how social media became an essential channel, AR is on track to become a core component of customer engagement, especially in retail, fashion, and experiential campaigns. 

Sustainability takes center stage 

Sustainability is no longer just a nice-to-have; it has surged from 24% to 35% in priority, ranking among the top five concerns for marketers. The narrative has shifted from token gestures to tangible action. As AI, automation, and content production drive up energy consumption, marketers face increasing pressure to reduce environmental impact. Greenwashing won’t suffice. Brands that align sustainability with authenticity will earn not just consumer trust, but long-term relevance. 

Lead generation loses its shine 

Lead generation has taken a sharp hit, dropping from 46% to 29%, the biggest decline across all trends. The message is clear: marketers are shifting from chasing new leads to deepening relationships with existing ones. This is reflected in stable investment in marketing automation (47%) and rising interest in personalization (43%). The future belongs to brands that prioritize loyalty, lifecycle engagement, and meaningful connections. 

First-party data: the undervalued asset 

With third-party...