Fall is a season of shifts. Cozy sweaters come out, the newest pumpkin spice coffee variation resurfaces (again), and businesses start evaluating what worked this year—and what needs to change.This fall, companies need more than fast ads and trendy content—they need strategies built with the bigger picture in mind.
So, what should actually be on your radar this fall? Let’s dive into the advertising trends we’re seeing right now.
1. Agencies That Use AI the Right Way
Artificial intelligence is transforming marketing. But while some agencies either oversell it as a cure-all or dismiss it as a threat, the truth lies in how you use it.
Our founder has been vocal about this from the start: programs like Claude and ChatGPT aren’t just copy machines, they’re collaborators. Knowing this, we built a custom GPT trained specifically to help us optimize SEO inside long-form articles. It helps us refine structure, sharpen keywords, and speed up production. But the voice, nuance, and creativity? That still comes from us.
As a graphic designer, I initially approached AI tools with a bit of professional skepticism. The prospect of automation felt unsettling. However, working with leadership that understands AI’s true value—streamlining repetitive tasks without replacing creative intelligence—has been reassuring. Plus, Photoshop’s AI still struggles with basic human anatomy and finger count so there’s that.
This shift shows that agencies using AI strategically can deliver content faster and more efficiently—without sacrificing creativity or brand personality.
2. Personalization That Actually Feels Personal
Everyone talks about “personalization” these days. The problem? A lot of it feels like a creepy retargeting ad that follows you around the internet.
The best personalization feels human. Look at how Spotify Wrapped turns user data into an experience people want to share. It’s not just an algorithm pushing content; it’s a story built from behavior that feels fun, not invasive.
Some B2C companies do this really well. For example, if you bought a new dress from your favorite online clothing retailer, they might send you a top that’s on sale that would look great with that new dress. That’s data personalization—it feels relevant and helpful. But if they sent you an ad for a pair of jeans after you bought the dress, you might wonder why… because you already have your butt covered, so to speak. That’s when data-driven targeting turns into a lazy assumption.
Fashion retailers using AI-powered outfit recommendations are creating personalized, curated “complete look” suggestions that feel natural. Brands like Boston Proper, Stylerunner, and JD Sports are already doing this by suggesting full outfits (rather than individual pieces), balancing shopper preferences, trends, and inventory dynamics to deliver meaningful, stylish recommendations.
We take the same approach with our clients—blending zero- and first-party data with smart creative. The goal isn’t just more targeting, it’s personalization that feels like connection. Because when it’s done well, personalization builds trust. When it’s done poorly, it erodes it.
3. Any Company Can Automate Ads, But They Can’t Automate Strategy
All the new tech tools can write your ads, optimize your bids, and target your audience—all while you sleep. So why are businesses still struggling to stand out from competitors?
Here’s the plot twist—automation without strategy is just expensive noise.
Every business in your market has access to the same automated tools. When everyone’s using Google’s Smart Campaigns or Meta’s Advantage+ Shopping, you’re not standing out—you’re blending in with a sea of algorithmic sameness. It’s like everyone showing up to a party wearing the exact same outfit.
And, in this instance where everyone has AI-automated ads targeting and bidding, it’s the content of the advertising and the advertising journey that makes the difference. The creative message, the storytelling, and the overall customer experience become the only real differentiators.
Here’s where it gets interesting. While your competitors are letting algorithms cast wide nets hoping to catch something, we’ve learned that local businesses have a secret weapon: the 50.27 square mile “magic zone”—the average area where 90% of their customers actually live and work.
Think about it—Google’s automation wants to show your ad to anyone who might be interested. But “might be interested” and “will actually drive over and buy from you” are two very different things. When you focus that same automated power within the neighborhoods that actually matter, suddenly those algorithms become a lot more useful.
Of course, not every business plays by those same local rules. For companies whose products or services aren’t restricted by geography, the challenge shifts. Competing nationally or even globally means you can’t just rely on proximity—you have to lean even harder into positioning, storytelling, and building a brand that resonates across markets. In these cases, strategic focus on niches, communities of interest, or even brand values becomes just as important as geographic precision is for local players.
This shift isn’t about rejecting tech giants’ tools—it’s about wielding them with purpose.
4. Outside Perspective Matters More Than Ever
Another big advertising trend shift: more companies are building in-house marketing teams. It makes sense, the closer to the brand, the faster turnaround, and tighter control. But here’s the catch: sometimes you’re just too close to the work.
It’s like trying to edit your own novel—you can spot typos, but not the clunky dialogue. That’s where outside perspective is invaluable.
And while going in-house can feel cheaper, it often slows progress without an experienced outside perspective to show what’s really hitting with your audience. The right outside perspective can keep you from recycling the same ideas, missing bigger opportunities, or overlooking small shifts in your market that matter.
This advertising shift toward blending in-house and agency work means external partners should be seen as complements—bringing fresh eyes, broader experience, and the ability to call out blind spots without bias.
Where to Focus Your Energy This Fall
This fall isn’t just about seasonal campaigns—it’s about staying aware of where the industry is headed. We learned that:
- AI is reshaping how we create and optimize.
- Personalization is becoming more intentional.
- Tech giants might be rewriting the rules, but companies of any size can leverage the tools.
- Outside perspective is more valuable than ever.
Companies that stay aware of these advertising shifts will be better positioned to move faster, connect deeper, and adapt to whatever comes next.
Curious how these trends could shape your marketing strategy? We’d love to talk through ideas and possibilities.