AI will save marketers time and effort
AI will start to make life easier for marketers. Automated testing and optimization will start to become useful, and automated creation of alternative content, as is already common for email subject line testing, will begin to be used for websites and email body content. The automated choice of AI strategy for individual people based on personification will start to save marketers time and effort in optimizing their marketing tactics, allowing them to focus more on strategy.
The data protection and privacy environment will continue to become tougher. The "new normal" already requires marketers to closely abide by consent legislation such as GDPR, and new laws such as CCPA will increase the importance of this worldwide.
Tactics used by some USA-based marketers, such as preventing access from the EU "due to GDPR", will no longer be viable as all regions will be affected by one or more similar acts.
Marketing systems will integrate better - both in terms of content and in terms of data. GDPR concerns will push data integration as IT departments become increasingly risk-averse and unwilling to create custom data migration. Content sharing - for example between marketing systems, ecommerce systems, merchandising systems, will become much easier to achieve.