The Good, the Bad and the Ugly of 2025: A Year in Review and a Glimpse into 2026

As 2025 reaches its end, the marketing world is taking stock of what moved the needle and what missed the mark. Joanne Gore Communications spent the year working with teams navigating rapid transformation in technology, print, data, and customer expectations. While some moments showed progress, others sparked confusion. All of them set the stage for what lies ahead. 

Automation, AI and the Unfinished Conversation 

One of the biggest themes this year centred on the mix-up between workflow automation and artificial intelligence. Many organisations treated the two as interchangeable, yet they are not. Workflow automation in 2025 focused on streamlining production, removing unnecessary hand-offs, reducing errors, and connecting systems. It offered predictability. 

AI, on the other hand, created unpredictability by opening entirely new ways to plan and create. In the 2023 State of Marketing AI Report, 64% of marketers rated AI very or critically important to their success. In 2025, functions once considered “future possibilities” moved into daily operations. What took days, suddenly took minutes. What was near impossible became expected.  

Marketers embraced AI to: 

• Improve personalisation by analysing data across campaigns
  • Strengthen forecasting and segment optimisation through predictive analytics
  • Support customer service through virtual assistants
  • Produce and refine written, visual, and video content
  • Increase visibility for voice and visual search 

These capabilities shaped the shift from reactive tactics to sustained strategies, as teams paired AI insights with traditional channels. Print and digital worked side by side in a “phygital” space where personalised direct mail landed at the right moment because AI predicted ideal timing. 

Where Workflow Automation Stood Out 

Print professionals and B2B marketers continued to rely on workflow automation to keep jobs consistent, accurate and on schedule. One of the strongest examples came from the renewed role of Variable Data Printing (VDP), which sat within the application layer of the marketing stack. 

It connected with: 

• CRM and data systems for segmentation
  • Automation tools for triggered print pieces
  • Content libraries for approved templates
  • Analytics tools for measurement 

This integration made print feel as immediate as digital channels. For B2B marketers who understand the weight and impact of a physical piece’s value, VDP kept print relevant, measurable and aligned with customer journeys. 

Sustainable print and packaging held momentum all year. Brands explored compostable coatings, recyclable foils, bio-based materials, and reduced-impact finishing. At the same time, accessibility moved higher on the agenda. Universal Print approaches helped brands support visually impaired consumers while creating packaging that all buyers could engage with. 

The message was clear. People wanted responsible design that still looked and felt premium. Solutions that combined low-impact materials with tactile detail stood out, particularly in labels and embellishments. 

Gen Z and the Push for Real-World Experiences 

With more Gen Z professionals entering marketing and buying roles, expectations shifted again. This audience valued authenticity, not polish. They valued experience, not interruption. They brought a renewed interest in tactile interactions, from vinyl to mall pop-ups to textured packaging and embellished print. 

These demands shaped the rise of experiential marketing linked directly to real-world touchpoints in which print became a connector, making online experiences feel physical and human. 

What 2025 Taught Us and What 2026 May Bring 

This was a year filled with experimentation. Some teams made great progress. Others wrestled with technology that promised clarity and delivered questions. Even so, the year reinforced a truth that has shaped every JGC conversation. Marketing works best when data, technology and print support one another. No single tool carries the whole strategy. The stack only performs when the pieces are aligned. 

As 2026 approaches, we expect more blending of channels, more focus on accessible design, more precision in AI-guided personalisation, and more value placed on real-world interaction. Most importantly, we expect more learning as teams continue to test, improve and rebuild parts of their stack. 

This reflection is inspired by the conversation started in Joanne Gore’s WhatTheyThink Technology Outlook article, The Print-Aware Marketing Stack: Building a Roadmap to Success, which explored how marketers can build stronger, more connected strategies through data and print. 

Join Us for Our Annual MeetUp 

We invite you to join us on Wednesday, 17 December at Noon EST for a year-end session dedicated to the trends and predictions shaping B2B marketing in 2026. 

Follow here to secure your spot:
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