Predicting Anti-Algo In Advertising Will Rise In 2025
Stagwell's media agency Assembly predicts that in 2025 more advertisers will use a strategy called anti-algo, a concept related to approaches that are the opposite of what is expected by introducing breaks in algorithmic reasoning,
As AI integration becomes more pervasive, the appeal of "anti-algo," or anti-algorithm, will surge as a result of AI, both generative and general.
Assembly's prediction suggests consumers will seek organic, unfiltered interactions with culture and content, looking for authenticity and spontaneity rather than algorithm-driven experiences.
The shift will challenge brands to find new ways to connect with audiences in more genuine ways.
The concept of anti-algo is not new. It has been used by some for years in a variety of ways, but not so much in advertising. Assembly predicts more advertisers and marketers will adopt the practice next year.
“We're slated to test one this concept in 2025, for a QSR brand,” Jonathan Kagan, director of search and digital media strategy at Amsive, told MediaPost. “It is still a rather unknown and not highly used, as it goes against the concept of in-market and qualified audience targeting that advertisers heavily rely on.”
Kagan first heard the term in 2019 while on the Reddit platform. The first time he heard the term related to advertising was in 2021 from an MIT grad student, Anna Woorim Chung.
“She wrote about it in a paper published about subverting algorithms on social media,” he says.
The rise of anti-algorithm strategies in advertising reflects a growing recognition of the need for transparency and accountability in how digital platforms influence consumers. From a conservative perspective, this shift aligns with the principle of empowering individuals over centralized systems. Algorithms, while powerful, have often been used to manipulate markets and suppress diverse viewpoints, particularly on major platforms. By prioritizing strategies that reduce dependency on opaque algorithms, advertisers can foster a freer, more competitive marketplace where ideas and products succeed on merit rather than hidden biases. This is a critical step toward restoring trust and fairness in the digital economy.
~Political Media