As we wrap up another year, our team at Hall took some time to reflect on the most impactful trends, tools, and shifts in web development and marketing. From AI advancements to evolving user behaviors, here are the highlights of our discussions and predictions for the future.
The Most Game-Changing Technology or Trend in 2024
When asked about the most game-changing technology or trend this year, one word echoed across the team: AI.
“If I don’t say AI, it feels like I’m being purposefully contrarian.”
– Matt Thomas
AI’s presence grew significantly in 2024, with its influence touching every corner of marketing and development. AI-powered tools have revolutionized workflows, making tasks faster and more efficient. But it wasn’t just AI that stood out. Here are a few more trends our team noticed:
“Browser acceptance of new CSS features.”
– Tim Howe
“Optimization for voice search is a marketing trend that is here to stay as the way people search for information online continues to evolve.”
– Sarah March
How many browser tabs do you have open at once?
Do you stay organized with just a few tabs or do you go crazy opening multiple tabs that you may or may not revisit?
How AI and Automation Shaped the Landscape in 2024
AI and automation were central to many changes in 2024, reshaping how we work and what we can achieve. For many team members, these tools have improved productivity, but they also highlighted challenges:
“It made us work even faster somehow. I imagine it will continue to be used to squeeze more productivity out of people.”
– Tim Howe
“While I don’t think it’ll replace all developers, I can see it making it really hard for new or junior developers to find jobs because it can easily code at that quality.”
– Matt Thomas
The rapid improvement of AI in assisting with coding, creating strategic marketing plans, and generating content has been undeniable:
“The coding assistant tools are getting much better. Automated iterative coding is just getting started, and we’ll start seeing it work better to automatically apply updates and test them with a feedback cycle.”
– Matt Harrison
“AI took a big leap this year in regards to the marketing world. We have been using AI tools for quite some time now, but this year it really took off. Learning how to effectively use the tools available will be the big focus for 2025.”
– Mike Johnston
“Over the past year, AI has made it increasingly fast and simple to develop strategic marketing plans from ideation to implementation. I feel AI and automation will only continue to grow in popularity to increase efficiency, becoming a staple in every marketer’s toolkit.”
– Sarah March
“AI-assisted content creation for blog posts and social media. I feel this technology will make future advancements helping marketers focus on strategy and creativity.”
– Mike Brady
However, with great power comes great responsibility. Ethical concerns and the need for regulation around AI have emerged as a critical focus:
“It does not replace the individual wielding the tool. It’s still in its infancy, and there’s a lot that needs to be addressed in terms of ethics and environmental concerns.”
– Jess Lavoie
“I think there will be more focus on where we stand with AI in terms of privacy / ethics / regulations.”
– Ember Sitton
The Most Impactful Tools of 2024
Our team discovered or relied on several impactful tools this year. Unsurprisingly, AI-powered platforms topped the list:
“Codeium – AI code tool used for auto-complete and monotonous tasks.”
– Tim Howe
“ChatGPT dramatically reduced the amount of time that I had to search documentation.”
– Matt Thomas
“Claude.”
– Matt Harrison
“Gemini Advanced. It makes a huge impact on idea generation and execution of tasks.”
– Ember Sitton
“Gemini and Copilot.”
– Mike Brady
These tools are becoming staples in our workflows, helping us tackle everything from ideation to coding with greater efficiency.
Surprising Shifts and Standout Moments in 2024
The digital marketing and technology landscape experienced some unexpected changes this year:
“Google loses a massive antitrust case over its search dominance.”
– Tim Howe
“The shift away from traditional media to digital media sources (podcasts and social platforms) as mediums for digesting current events and newsworthy topics.”
– Mike Johnston
“The rise of short-form video content using apps like TikTok and Instagram Reels.”
– Ryan Brooks
Another surprising trend was the rapid adoption of AI across platforms:
“It feels like every platform I use has some new AI feature, probably just to say that it has one and does not seem antiquated.”
– Matt Thomas
Emerging Trends to Watch in 2025
Looking ahead, our team shared their thoughts on trends that will dominate in the coming year:
“Everything marketing is being powered by AI, particularly the forecasting of consumer behaviors and content optimized for AI vs. search engines/human users.”
– Ember Sitton
“More movement towards helpful content and not content that only exists to win SERPs.”
– Mike Johnston
“CSS is getting better and browser support is becoming more consistent between browsers.”
– Matt Harrison
“I could see augmented reality becoming a bigger thing.”
– Ryan Brooks
Personalization also emerged as a key focus for 2025:
“In 2025, I think we’re going to see an even greater focus on personalization. Users will continue to expect engaging and unique experiences, and those can be delivered with the help of AI.”
– Sarah March
Finally, the team pointed to the ongoing evolution of design and user experience:
“A greater shift towards more minimalist web designs to ensure a greater focus on accessibility and impactful user experiences.”
– Jess Lavoie
Conclusion
As 2024 ends and we step into a new year, one thing is clear: the web development and marketing landscape is more dynamic than ever. From groundbreaking AI tools to evolving design principles, staying adaptable and innovative will be the key to success in 2025.
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