2024 was a year that many imagined as a turning point in several industries, especially in marketing, technology, and content creation. Countless predictions were made: the definitive disappearance of cookies, a future completely dominated by content generated by artificial intelligence, and even a hyper-connected consumer thanks to technological advances that were going to redefine our strategies. However, reality reminded us that the future rarely follows the script we draw.
For example, it was predicted that by the end of 2024, more than 80% of digital content would be generated by AI. Although artificial intelligence has advanced significantly, creative teams have shown that machines are still unable to replace human sensitivity and innovation. The end of cookies was also talked about as the most disruptive event in digital marketing, but cookies are still present, with the horizon of Google's Privacy Sandbox postponed again.
Even in the realm of technological advancements, revolutions were imagined that have yet to come. The metaverse was expected to eventually establish itself as the preferred space for digital interaction, but mass adoption remains elusive, with users remaining loyal to more accessible and well-known platforms.
However, this year also brought surprises that few saw coming. The conversation moved from cookies to “zero-party data,” with consumers demanding greater control over their information. “Slow content” gained traction as an unexpected response to the saturation of the immediate, with newsletters and long podcasts gaining ground. In addition, companies began to integrate generative AI not as a substitute, but as a collaborative tool that enhances creativity and accelerates processes.
Another surprise: the rise of sustainable digital spaces. While green initiatives have been trending in other sectors, few predicted their impact on the tech world. From low-power servers to environmentally conscious digital strategies, digital sustainability has emerged as a new standard.
So what have we learned from all this? That unfulfilled predictions are not a failure, but an invitation to adapt. Not everything we expect happens, but the surprises along the way challenge us to evolve and take advantage of what is happening.
At Feat. we believe this is the beauty of our industry: the ability to innovate, to rewrite strategies, and to embrace the unexpected. What awaits us in 2025? We may not know for sure, but we are ready to continue creating, experimenting, and growing alongside you.
And you? What surprise from 2024 left you with the best lesson? Share your thoughts in the comments!
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