As 2024 approaches its conclusion, industry leaders are casting their gaze towards 2025, anticipating significant developments in artificial intelligence (AI), branding, and marketing. Niklas Mortensen, Chief Design Officer for Europe at Designit, and Brand Strategy Lead Nicholas LaManna have articulated their predictions, addressing both technological advancements and shifts in consumer engagement.
In their insights, Mortensen highlights the phenomenon of the “post-hype reckoning.” He remarks, “A lot of companies have thrown effort and money at a technology that has yet to deliver substantial ROI for anyone other than the early investors in the so-called AI companies.” This sentiment underscores a critical period for the AI sector, where business models are expected to mature in the coming year. He urges that the “consultants and ‘AI unicorns’ need to bring their A-game to deliver on the promises of an AI-driven future” as companies assess the true value of these investments.
One notable trend Mortensen addresses is the expected “return of embedded AI.” As established tools and platforms begin to integrate enhanced AI capabilities, he warns that niche AI platforms must solidify their unique value propositions to avoid obsolescence. This shift is mirrored by the rise of no-interface super-platforms in Western markets, mimicking the long-held status of super-apps in Asia.
Mortensen also explores the evolution of personal AI assistants, suggesting that after years of frustration with devices like Siri and Alexa, “personal AI assistants will finally start living up to their promises and become useful.” He envisions a future where AI can efficiently manage personal schedules and tasks, but tempers expectations by noting that while “we won’t reach that utopia in 2025, we’ll see promising glimpses of what’s to come for sure.”
A thematic pivot in AI development involves moving “from mindless automatisation to intentional friction.” Mortensen suggests that as instances of algorithmic bias are increasingly scrutinised, there will be a concerted effort to strike an optimal balance between AI automation and human intervention. This approach might include intentional 'pause moments' in workflows, allowing for human oversight in various critical fields, from transportation to healthcare.
Another pressing concern is the need for “trusting invisibility” in AI technologies, especially amid ongoing global instability. Mortensen states that “trustworthy AI will take centre stage, combating mis- and disinformation.” Future regulatory frameworks, such as Europe’s AI Act, are anticipated to guide companies in operationalising trustworthiness through standard certifications and transparency protocols.
On the branding and marketing front, LaManna anticipates a shift towards what he calls “strategic friction.” He notes the need for brands to create experiences that incorporate elements of surprise and anticipation, mirroring trends seen in exclusive content reveals. He likens this to the energy of celebrity events, suggesting that “we’ll start seeing creators build surprise into their content.”
He further predicts the emergence of “The Giggling Hour,” a cultural pivot towards shared laughter and joy among consumers, in response to the ongoing global tensions. Brands are expected to embrace playful narratives and absurdist elements in their messaging to foster connection among audiences seeking relief through humour.
Long-form audio content, particularly podcasts, will also gain traction, as brands reassess their storytelling methods. LaManna stresses that “rushed soundbites just don’t cut it anymore,” positioning podcasts as a medium for brands to convey more profound narratives and engage with consumers on a deeper level.
This synthesis of insights from Designit encapsulates major anticipated shifts in AI and branding for 2025, outlining a landscape rich with potential for innovation and engagement. With ongoing transformations in technology and consumer behaviour, businesses will likely need to adapt to these emerging trends to remain competitive in the evolving market.
Source: Noah Wire Services