Marketing’s Transformation: Lessons from the Tech giants

Between generalized mistrust, saturation of channels and transformation of uses by generative AI, marketing is experiencing one of the biggest changes in its history.

Though, while we imagined the GAFA threatened by the new cool kids in the blocks, Google has just announced the largest profit ever achieved over the last 12 months.The GAFA have apparently been able to weather crises, including their own…

In its GAFAnomics 2025 study, EY Fabernovel with and avant identifies four levers for the marketing function inspired by the success of web giants to carry out coherent actions in this context: reassure, understand, anticipate, simplify…

#1 – Openness as an antidote to anxiety

In a world of multiple crises, transparency becomes a strategic act.

After a decade of algorithmic opacity, customers expect brands to clearly explain their practices, values ​​and choices.

Edelman’s “Trust barometer” in 2025 illustrates this: trust is now as decisive as price in the purchasing decision.

This requirement pushes companies to revisit their communication, but also their way of producing, processing data and making their choices.

“Transparency can only be a story, it must be living proof. Brands no longer inspire by what they say but by what they do.”

Key Takeaways:

• Trust is now as crucial as price for consumers.
• Brands must demonstrate transparency through actions, not just words.
• Companies need to re-evaluate their communication, production, and data processing practices.