All through December 2024, Manifest is running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We continue our series with Harshil Karia, founder, Schbang.

The biggest development in the advertising, media and marketing space according to you in 2024 was...

The maturing of artificial intelligence (AI) has been a pivotal development in the marketing sector throughout 2024. The emergence of AI agents, particularly vertical AI agents tailored for specific industries, has enabled the automation of complex, sequential tasks. This will enhance operational efficiency and precision. This evolution has opened up the potential for businesses to automate entire teams and functions, potentially surpassing the impact of traditional Software as a Service (SaaS) models. Advancements in large language models have facilitated this shift. 

Looking ahead to 2025, the potential applications of AI in marketing are vast. We can anticipate more refined ad targeting, improved marketing automation, and the development of sophisticated chatbots capable of delivering personalised customer experiences - all sequenced in one unique bundle. Additionally, the integration of predictive analytics and multimodal AI is expected to further transform marketing strategies, allowing for more informed decision-making.

One thing you're manifesting for yourself and for the industry you operate in for 2025?

What I’m manifesting in 2025 is the 'whole Schbang.' 2024 has been a remarkable year for us in terms of tech and AI, integration and delivering effectiveness to our clients. We’ve shown early signs of evolving into a mature brand growth partner—one that combines focused strategic planning with traditional brand science to create enduring communication.

We’ve demonstrated this repeatedly, and I’m manifesting that we’re increasingly seen as a premier advertising agency partner—not just a digital or tech partner, but as a partner that brings the whole Schbang together. This vision, which we started with, is steadily coming to fruition, and I’m excited for what lies ahead.