This year could be a banner one for the marketing industry, with global ad spending projected by GroupM to surpass $1 trillion for the first time. But marketers still face macro pressures, including a new presidential administration that could change how ad giants like Google and TikTok do business.

Below, Marketing Dive has collected stories that key into where the industry is headed, spanning generative artificial intelligence, the convergence of connected TV and retail media, and more, as marketers map out their strategies for 2025.