2024 was a year of contrasts. From a record number of political elections to consumers choosing between a “brat” or “demure” summer, it was a dynamic and fast-moving landscape. For brands, keeping up with the rapid pace of technology, creativity and culture was no easy feat.

But against a dynamic landscape, there were standout moments that defined the year. We take a look back at how brands tapped into AI innovation, brought human creativity to the fore and rode the waves of culture.

The AI revolution: from behind the scenes to centre stage 

AI dominated the conversation in 2024, with the global AI market reaching a staggering $184 billion. Brands harnessed AI in two key ways – behind the scenes in how they developed their work, and front and centre in consumer-facing campaigns.

WPP was at the forefront of collaborative AI development, putting itself at the heart of 3D virtual worlds with initiatives like the Alliance for OpenUSD. WPP also launched its own AI-powered Production Studio and teamed up with partners like NVIDIA, AWS and Anthropic, Google and IBM to push the boundaries of generative AI for marketing.

But it was in consumer campaigns that AI really captured the public's imagination. From Snickers' personalised AI José Mourinho Own Goal coach to Milka's AI-generated songs of tenderness with Dutch artist Snelle, brands used AI to engage consumers in innovative, interactive ways.

As AI's influence grew at an astonishing rate, brands and regulators alike recognised the need for thoughtful governance. While navigating the ethical complexities of AI in marketing was no easy feat, it presented an opportunity for brands to lead the charge in shaping a responsible, transparent and privacy-centric future. But despite the Cambrian explosion of AI tech, one thing became clear – the enduring power of human creativity.

Human-centric creativity and star power

To make their work stand out in an era of AI-powered creative tools, brands recognised the importance of human authenticity and diverse perspectives. WPP doubled down on creative firepower, acquiring agencies like New Commercial Arts and launching apprenticeship programmes to nurture the next generation of creative technologists.

The focus on human-centric creativity extended to campaigns, with A-list celebrities featuring in some of the year's biggest ads. From Kate McKinnon partnership with Hellmann’s Mayo Cat and Michael Cera's Super Bowl antics for CeraVe, to Beyoncé putting Verizon's network to the test, celebrity star power captured attention.

And celebrities didn't just appear in advertising content – they shaped new expressions of culture. Pop star Charli XCX spearheaded the “brat” aesthetic that defined the summer, while the understated “demure” look gained ground as a counterpoint.

From feeds to fame

In 2024, culture was born and bred on social platforms, transcending community and national boundaries. In September, Thai pygmy hippo, Moo Deng, became a global sensation, reaching far beyond the typical consumer base of her local zoo.

Similarly, the Paris Olympics 2024 saw itself dubbed the “TikTok Olympics”, facilitating the rise of niche athletes as they became global stars with a reach beyond their sport as fans rallied around unlikely icons.

Everyday people also had their 15 minutes of fame. Madrid metro star and grandmother Marina Prieto charmed commuters in a JCDecaux out-of-home campaign, starring as an improbable Instagram influencer and recognised at the Cannes Lions Festival of Creativity, The voice behind the “demure” trend, Jools Lebron, tried and failed to copyright her signature catchphrase, proving that staying plugged into digital culture's trends and capitalising on them quickly was key to success.

The Road to 2025

2024 showed that in an AI-powered world, fostering genuine connections with consumers is more important than ever. While intelligent tools can optimise the delivery and reach of marketing, it's human creativity and cultural fluency that make campaigns resonate.

As we look ahead, WPP's Road to 2025 series explores how brands can navigate this shifting landscape. One thing is certain – the brands that thrive will be those that harness both technological power, human ingenuity and have the agility to capitalise on cultural moments.