Leading consumer trends that marketers watch out for worldwide 2023

According to a survey conducted among marketers worldwide in November 2023, 57 percent of respondents said the consumer trend that they were watching out for in the same year was generative artificial intelligence (AI), such as ChatGPT and Dall-E. Another trend was TikTok or social video which was mentioned by 49 percent of the respondents.

Generative AI in marketing

Next to effective use cases of AI, such as aligning web content with search intent and improving the consumer experience on websites, AI tools in marketing are used for creative production. For example, influencers worldwide stated they were using tools such as Canva and DALL-E to generate images for their social media accounts. Moreover, entire ad campaigns exist that have been produced by prompting generative AI for creative purposes.

TikTok for marketing

The short-video format of TikTok has taken the scene by storm. In 2023, the Chinese platform generated solid engagement rates for all the various influencer tiers – from nano to mega. As of April 2023, TikTok was the leading global unicorn – a start-up company with a value of over one billion U.S. dollars –followed by Musk’s SpaceX. However, multiple worldwide ban discussions revolve around the social media due to its highly engaging, or as some may deem addictive, character.