Marketing experts unpack future trends

A North East digital agency has brought together marketing professionals for a deep dive into the future of advertising.

Bonded Agency hosted its Future Trends Breakfast at the Tyneside Cinema, exploring industry shifts across paid media, SEO, digital PR and traditional advertising. 

Experts from Bonded, including growth director Ellie Cresswell, performance media director Kevin Sung and media director Kevin McEwan, discussed the rise of AI content generation, the continued impact of TV advertising and the growing demand for authentic marketing.

The event highlighted the need for human oversight in automated campaigns, the risks of AI-generated content and the evolving role of influencers. 

Particular highlights included Siobhan Byrne, SEO and content director at Bonded, who demonstrated the pitfalls of AI-generated content, branding it “AI slop” after an experiment revealed inaccuracies in machine-written medical copy. 

Meanwhile, Sarah Bell, senior organic social manager, highlighted the shift towards “deinfluencing”, where audiences crave authenticity over AI-driven influencers, with attendees being urged to harness their expertise to create engaging, newsworthy content while navigating new trends with caution.

With AI playing an increasing role in data and media planning, Bonded’s experts repeatedly warned against over-reliance on automation, instead advocating for a balanced approach that blends technology with human creativity.

The event wrapped up with a panel discussion on AI, GDPR and data security, setting the stage for Bonded’s Future Trends Festival in March.

For more insights from the Bonded team, download their 2025 Future Trends Report here.

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