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Marketing in Transition: Generative AI and Marketing Trends in the Spotlight of the Flybridge Survey

Our current survey in Switzerland sheds light on how marketing professionals perceive the use of generative AI and current marketing trends. Conducted among 139 marketing experts across Switzerland, the survey reveals which topics are currently shaping the industry.
Dr. Andreas Hediger
Captain
Dr. Clemens Ammann
Captain
This image was created with the help of Ideogram 2.0.

Generative AI: A Trend with Growth Potential

The use of generative AI in marketing is considered a significant trend by the professionals surveyed. More than half (57.6%) of respondents are familiar with it, making it the most widely recognised trend among those presented. Yet many see untapped potential for deeper integration within companies. Respondents expressed a clear desire for more intensive use in the future, as the benefits of generative technologies – such as process optimisation and support for creative tasks – are increasingly acknowledged.

ChatGPT stands out with exceptionally high awareness (74.1%) and usage (71.2%). Specialised tools like Adobe Firefly, a generative AI image tool, and Character.ai, a platform for creating virtual characters, are also gaining traction in the industry. This indicates that both general-purpose and niche solutions are contributing to greater efficiency and creativity in marketing.

Customer- and Values-Oriented Marketing Takes Centre Stage

In addition to generative AI, the survey highlights the strong importance of customer- and values-driven approaches. Two-thirds of respondents consider these trends particularly important for their company's marketing strategy. These approaches aim to build long-term trust and foster customer loyalty through personalised engagement and sustainable business models.

Analytics & Data Science: A Front-Runner in GenAI Adoption

The findings also reveal that professionals in Analytics & Data Science appear to be leading the way in the use of generative AI within marketing. They are significantly more likely than others to agree with statements about the integration of AI into corporate processes – particularly when it comes to leadership support for AI adoption, use of paid AI tools, and the presence of dedicated roles for managing GenAI tools. Automated analytics, data-driven decisions, and gains in efficiency make this area a best-practice example that could inspire other marketing functions.

Ready for the Future: Your GenAI Strategy Aligned with Today’s Marketing Trends

Generative AI is far more than a technological advancement – when used effectively, it becomes a genuine competitive advantage. Flybridge supports you in seamlessly integrating generative AI into your business processes and aligning your strategy with key marketing trends such as customer-centricity and values-driven branding.

Our approach combines cutting-edge technology with proven marketing methods to help you reach your audiences more effectively, build long-term customer relationships, and future-proof your brand.

Let’s develop your tailored strategy together – and prepare your business to thrive in tomorrow’s landscape.
Contact us today!

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Our Study in the Media
Swiss Online Marketing Blog: https://www.som-onlinemarketing.com/2025/03/02/marketing-im-wandel-generative-ki-und-marketingtrends-im-fokus-der-flybridge-umfrage-geschrieben-von-laurin-zimmerli/
M&K: https://www.markt-kom.com/de/markom/marketing-im-wandel-generative-ki-und-marketingtrends-im-fokus-der-flybridge-umfrage/
Organizer: https://www.organisator.ch/en/marketing/2025-03-10/marketing-im-wandel-generative-ki-und-marketingtrends-im-fokus-der-flybridge-umfrage/

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