Welcome 2025! As every year, you can currently read about the supposed game changers again this year. But let’s be honest – many trends and topics are often hyped up more than they actually end up being used. Despite everything, these supposed trends always provide a good outlook on which priorities and technologies will have a greater impact in the coming years.
One thing is clear in advance – the digital world is dynamic and will continue to evolve in 2025 – especially the areas of user experiences and customer journeys will, even if not entirely voluntarily, be focus topics.
One reason for this is, among other things, the Barrier-Free Accessibility Strengthening Act, which will come into force in May of this year and will require many website operators to offer digital services in an accessible manner.
But the development of artificial intelligence is also progressing ever more rapidly. AI is not only becoming more powerful, but also more personal: creating customized content, assisting with content creation, or optimizing marketing campaigns – AI, especially in the area of support, is becoming an increasingly important factor.
There are various types of AI that will help us in the future, such as generative AI for images and videos or chatbots on websites, which will increasingly automate customer service. There are various types of AI that will help us in the future, such as generative AI for images and videos or chatbots on websites, which will increasingly automate customer service. Virtual influencers or AI-generated versions of well-known personalities will increasingly appear in feeds. It remains exciting to see how much these will prevail and be accepted by the communities. In addition, video content remains one of the most effective ways to convey emotions and explain complex topics.
In addition to these factors, users’ expectations will rise to receive more personalized content tailored to them—not only in the area of social media, but generally in the digital space.
At the same time, “Dark Social” will become increasingly important – the use of private and encrypted platforms such as WhatsApp and Telegram presents new challenges for brands, as interactions on these channels are difficult to measure. But especially the use and measurement of these channels will become an important topic in the future. Even today, almost every news broadcaster has a channel on WhatsApp that you can follow. This trend will continue to rise.
The topic of sustainability and ethical action will continue to occupy us in 2025. Because sustainability is no longer just a trend, but a key factor for the long-term success of companies. Consumers will increasingly pay attention to brands acting responsibly.
So 2025 will be characterized by a mix of technological innovations, social changes, and growing responsibility.