2024 was a dynamic year for creative development, defined by both technological advancements and an increasing emphasis on authenticity. Companies were forced to become adept in user-generated content (UGC) even as the advertising landscape evolved to incorporate artificial intelligence (AI). Looking back, as well as ahead, there are some key insights that can help creative and marketing teams prepare for 2025.
The Ascendancy of User-Generated Content
UGC continued its upward trajectory in 2024, solidifying its role as a cornerstone of creative strategies. Upptic Creative Director Ava Savitsky notes that UGC now dominates ad content across platforms. “We’re seeing even more authentic content from developers and team members,” she explained. Behind-the-scenes interviews and hands-on content featuring game designers and marketing teams resonated deeply with audiences, driving engagement and ad performance across portfolios.
Ava’s observations align with broader trends on social media platforms like Instagram and YouTube, where influencer-driven narratives often eclipse traditional advertising. This shift underscores the demand for relatable, human-centric content that aligns with the storytelling native to these platforms.
AI’s Dual Role: Enhancing and Challenging Creativity
AI tools have undoubtedly revolutionized creative workflows, from streamlining translation to generating entire ads. However, Ava notes a crucial limitation: while AI can produce complete creatives, the results often lack the nuance and cohesion that human touch provides. “AI is fantastic for ideation and iteration, but it still requires serious creative direction and vision to produce performing creatives,” she said.
Tools like MidJourney, for image creation, and Suno, for music creation, are becoming increasingly interwoven into creative workflows. However, despite advancements, AI-generated content often fatigues viewers when overused. As platforms become saturated with AI-driven assets, authenticity has become the differentiator. Ava emphasized the pendulum swing back to human-crafted content, stating, “People crave authentic connection in a digital world.”
That said, emerging technology, such as Google’s latest video generation models and AI that can render games without the need for game engines will continue to push the envelope in 2025.
Emerging Trends: Lo-Fi Aesthetics and Retargeting Strategies
Authenticity extends beyond faces on the screen. Lo-fi UGC, such as over-the-shoulder gameplay videos shot on smartphones, has proven highly effective. These intentionally unpolished visuals build trust by showcasing real gameplay, offering a stark contrast to polished yet misleading ads of the past.
Another trend gaining traction is the use of retargeting campaigns. As user acquisition costs rise, retargeting lapsed players with tailored, creative strategies — such as teasing new game levels or features — has become a cost-effective alternative. Innovations in playable ads, fueled by AI advancements, may also finally fulfill the promise of interactive advertising, creating immersive experiences that could rival video ads in effectiveness.
Challenges in Creative Iteration
While AI excels at generating thousands of creatives rapidly, the industry still grapples with how to identify “winning” concepts among the vast iterations. As Ava pointed out, a creative spark remains elusive to machine learning algorithms. Furthermore, tools like MidJourney and Suno require skilled professionals to refine prompts and ensure quality output, highlighting the enduring importance of human expertise.
What to Expect in 2025
Looking ahead, the creative industry is poised to double down on authenticity and innovation. Ava predicts continued success with behind-the-scenes content that showcases the people and processes behind games. She emphasized the power of “personal and specific” narratives, such as work-in-progress art or voice acting sessions, which highlight the unique qualities of each project.
As AI technology matures, its integration into creative workflows will likely deepen. However, the emphasis will remain on using AI as a tool to amplify human creativity rather than replace it. Interactive formats, such as AI-driven playable ads and real-time game rendering without traditional engines, promise to push creative boundaries further.
The story of 2024’s creative development is one of balance: leveraging technology to enhance workflows while maintaining a commitment to human authenticity. As gaming and marketing companies gear up for 2025, the focus will remain on fostering genuine connections in an increasingly digital world. Authenticity, it seems, is the evergreen trend shaping the future of creativity.
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