Uncertainty is hard, but I'm optimistic. Here are 3 reasons why.

Q1 was brutal. Our professional landscape is evolving faster than a human brain can keep up with, while the ground beneath our small business feet rumbles with uncertainty and volatility. Yet I'm optimistic. My colleagues are brilliant and caring, and we each excel in one of the few capabilities that thrive in chaos—creativity. As a creative agency, we are sharpening our edges and developing ways to strengthen our professional community—both clients and colleagues.

Here are three trends I'm tracking right now and why I'm optimistic about the opportunities they represent and our ability to adapt:

1️⃣ A Shift in Audience Preferences

Today's audiences want authenticity, multi-sensory experiences, and humor—very human interactions, shall we say, which I find oddly comforting. There’s also a clear move toward screen-free engagement and personalization, which I learned from a couple wicked smaht Gen Z'ers and their requests for us to start (again) printing BitterSweet Monthly, hosting more in-person gatherings, and posting funny behind-the-scenes material on our social channels.

Why I'm optimistic: We are creatives—there's nothing we love more than solving problems and experimenting with new ways of doing things. We don't want to do the same thing but slightly better year over year—we want to explore how 'immersive storytelling', 'multi-sensory experiences', and 'humor' might be possible for ambitious causes and deserving audiences this year. Chaos is a great time to create. And get funnier.

2️⃣ SEO is No Longer Just About Google

The way consumers search for information is shifting rapidly. Platforms like TikTok, AI chat tools, and voice search are becoming essential discovery tools. For brands, this means diversifying SEO strategies to stay visible across all platforms where your audience might look.

A good source for new tech/tools: The Techbuzz

Why I'm optimistic: Our team prides itself on being "change-ready." Straight from our culture book: "We are eager to create value and solve problems—earning trust through consistent attentiveness and collaborating to deliver thoughtful solutions. We are quick to take responsibility and diligent in following through. In practice, this looks like energetic, contribution-motivated attitudes and maintaining a change-ready posture. We do not get bent out of shape with changes of plan or timeline, instead we offer incisive solutions to ensure we keep solid footing. Our clients and team always know what’s next and when to expect it."

3️⃣ The Rise of AI and its Implications

AI adoption is reshaping every corner of digital media. From generative AI creating hyper-personalized content to agentic AI automating complex workflows, the possibilities are endless, and the learning curve gets steeper by the day. We are also mindful that we need to prioritize ethical AI practices to ensure innovation doesn’t come at the cost of human creativity, inclusivity, or the earth.

The most frequent concerns I hear from clients on this topic are:

1. Data privacy/security—"How do we keep our proprietary and sensitive material safe? Feeding our intellectual property to general LLM's would undermine our competitive advantage."
2. Quality—"Our expertise is why we're in business—it can't be replicated by bots cranking out error-riddled system-speak."

That said, McKinsey reports that, "Generative AI tools are becoming integral to marketing and design processes, with 92% of businesses planning to invest in such technologies within the next three years."

A good source: Devansh - Artificial Intelligence Made Simple

Why I'm optimistic: We have answers to these questions. BitterSweet has been investing in domain-specific AI capabilities for two years, putting us ahead of the curve and ready to serve as strategic thought partners to our clients as they begin to explore opportunities, risks, and right-fit applications. We’ve seen the power of AI for creative agencies, helping rethink workflows and accelerate innovation while maintaining authenticity in storytelling.

The intersection of AI and marketing presents opportunities for brands to evolve. Brand agencies and marketers are at the tip of the spear, needing to rethink strategies and double down on authenticity, innovation, and adaptability. The brands (and businesses) that will succeed in 2025 are the ones unafraid to evolve alongside their audiences (and customers).