Strategic planning 2.0: Using AI to predict creative trends
Discover how AI is revolutionizing strategic planning by predicting creative trends with precision, without replacing humans
A new era for strategic planning
In 2025, artificial intelligence is redefining strategic planning. Thanks to predictive AI, marketing teams are no longer limited to analyzing the past: they can anticipate the future by detecting weak signals and turning data into actionable creative insights. AI does not replace human talent—it enhances it by acting as a cultural radar, making strategic planning more agile and capable of predicting emerging creative trends.
What is strategic planning 2.0?
Strategic planning 2.0 refers to the integration of artificial intelligence tools into traditional methods of market and behavior analysis.
Simple definition: it is the art of anticipating needs and trends through collaboration between strategic planners and AI.
Instead of relying solely on qualitative or quantitative studies, planning 2.0 integrates algorithms capable of:
- Detecting cultural and social shifts.
- Analyzing millions of data points from social networks, forums, and video platforms.
- Identifying patterns invisible to the human eye.
AI and creative trends: a winning duo
AI as a cultural radar
According to a study cited by Automates Intelligents (2024), a French AI has already reached 73% accuracy in predicting artistic trends. In practice, this means creatives have access to a real-time radar that indicates where conversations are emerging and which aesthetics are gaining popularity.
AI does not replace humans
As Harvard Business Review reminds us, “AI cannot create vision, but it can provide fertile ground for imagination” (HBR). The role of the strategic planner remains central: interpreting, contextualizing, and giving cultural meaning to the data.
Predictive and generative: two complementary approaches
The distinction between predictive AI and generative AI remains essential, even if their uses overlap:
- Predictive AI → relies on historical data and advanced generative models to detect weak signals and anticipate trends.
- Generative AI (GenAI) → uses these models to produce original content (texts, images, videos, creative prototypes).
By combining the two, companies can not only anticipate cultural shifts but also produce concepts immediately. The result: campaigns that are more relevant and better aligned with audience expectations.
Use cases in creative industries
Advertising and communication
Agencies are already using AI to analyze social conversations and anticipate the formats that will generate the most engagement. For example, TikTok popularized the use of emerging music, often identified early through predictive models.
Fashion and design
In fashion, AI captures weak signals such as the rise of certain colors or textures even before they appear on runways. This allows brands to reduce creative risk while staying bold.
Music and entertainment
Spotify and Netflix use predictive AI to identify musical or narrative genres that are set to explode. Strategic planning 2.0 draws inspiration from these methods to anticipate public desires.
Expert insight
According to Claire Dupuis, strategic planner at TBWA Paris:
“AI does not tell us what to create, but it helps us understand what will resonate tomorrow. It is an ally, not a competitor.”
Augmented creativity, not replaced
Strategic planning 2.0 marks a turning point. With AI, brands can become more reactive, more in tune with expectations, and reduce the gap between emerging trends and creative campaigns. But one thing remains clear: humans are still at the center of the process.
In 2025, the future of creativity revolves around a simple principle: AI lights the way, but it is the creatives who choose the direction.
FAQ
- How does AI help predict creative trends?
It analyzes massive volumes of cultural and social data to detect weak signals. - Will AI replace strategic planners?
No. It complements their work by providing insights, but interpretation remains human. - What is the difference between generative AI and predictive AI?
The former creates content, the latter anticipates developments. They are complementary. - Which industries already use predictive AI?
Advertising, fashion, music, cinema, and streaming platforms. - What are the risks of AI in strategic planning?
Data biases, excessive dependency, and ethical concerns around manipulation.
