We are witnessing a rapid evolution of the media landscape as it has become increasingly driven by sophisticated algorithms. In this expansive world, media is playing a growing role in our lives, fast becoming 100% addressable, 100% shoppable, and 100% accountable.
At dentsu, we call this the algorithmic era of media.
This article is extracted from The Year of Impact | 2025 Media Trends, dentsu’s 15th annual trends report. In this post we discuss the potential for AI-created media micro-moments to compound into true relationship building. In 2025, we believe brands must make the most of these one-to-one interactions to move consumers along the buying cycle and reinforce loyalty.
The disappearing clicks
While the web was originally built on hyperlinks, there is now less need for people to click around to find what they want as technology gets more intuitive and personalized.
Search engines increasingly provide direct answers rather than results, with almost 60% of Google searches already ending up in no click at all in a study conducted in the European Union and the United States. Similarly, as social feeds curate content customized to what is known about the user’s preferences and context, it is possible to scroll for hours without needing to click through; a big contrast to the days when the most engaging content had links.
These click-free experiences can create a filter bubble where people only see what they are already known to like. Yet, 81% of consumers declare that the best way for brands to stand out and earn their loyalty is to surprise and delight them in unexpected ways.
Brands can bring value to individuals where they are and fit naturally in their daily lives if they maximize every micro-moment opportunity. To do so, brands must ensure their content and data is easily discoverable, use personalization where possible, and be consistent in messaging over time and across environments.
From Direct to Consumer to Dialogue with Consumer
Micro-moments are now emerging through messaging platforms that have taken over personal and professional communications with huge reach across smartphone users. Business messaging, where consumers and brands interact on platforms like Line, WeChat and WhatsApp, is already ubiquitous in some regions of the world, and is set to expand its footprint.
Artificial intelligence already allows brands to respond to many people’s requests automatically, having been trained on previous interactions and frequent queries. In just a month, the AI assistant of the payment giant Klarna handled 2.3 million conversations, or two-thirds of their customer service chats. The service brings users 24/7 access in local language, a resolution time more than five times shorter with more accurate answers, and 25% fewer repeat inquiries. The company estimates its assistant will drive $40 million in profit improvement in 2024.
Business messaging improves brands’ ability to meet consumer expectations by leveraging a full history of interactions to deliver truly personalized services. It can also be integrated with other forms of media such as click-to-message ads to refine messaging based on real-time feedback after the initial ad exposure.
What’s next?
Three out of four consumers around the globe expect AI to become embedded in most aspects of their lives in the next ten years. Brands that excel at tailoring media micro-moments to individual situations and preferences by making the most of AI will forge stronger connections with consumers.
This is part three of the ten trends discussed in dentsu’s The Year of Impact | 2025 Media Trends report.
Get your copy of The Year of Impact | 2025 Media Trends report here to see all ten trends.
