As 2024 draws to a close, Design is Niklas Mortensen, Design Director for Europe, and Nicholas LaManna, Head of Brand Strategy, look ahead to 2025 and predict the biggest trends and moments related to the world of AI, branding and marketing.
Niklas Mortensen, Design Director, Europe at Designit on AI trends for 2025:
Post-hype recognition
“Many companies have devoted effort and money to technology that has yet to generate a substantial return on investment for anyone other than early investors in so-called AI companies.
“2025 will see AI business models mature, meaning consultants and “AI unicorns” will need to bring their A-game to the promise of an AI-driven future. »
The return of embedded AI
“As existing tools and platforms gain scale, integrating smarter and better AI into their existing products, niche AI platforms must refine their value propositions or risk being pushed into the mainstream. ‘oversight.
“While super-apps have long been the norm in Asia, interface-free super-platforms will take center stage in Western countries. »
Will we finally get a taste of the pAI?
“After years of hilarious and infuriating failures from Siri and Alexa, AI personal assistants will finally start delivering on their promises and become useful.
“Imagine your AI personal assistant organizing your work and family calendar, proactively telling your partner to pick up the kids from soccer practice, and declining and offering another time for that not-so-important meeting your boss is trying to plan during your children’s recital.
“Unfortunately, we will not reach this utopia in 2025, but we will certainly have a promising glimpse of what lies ahead.”
From Mindless Automation to Intentional Friction
“With so many examples of algorithmic bias leading to undesirable outcomes – and humans being, well, humans – behavioral psychology will catch up to the AI train and we will start to see more experimentation around the jagged edges of the ‘AI.
“This means exploring the delicate relationship between AI automation and human intervention to find the optimal balance for a number of use cases, from handing the driver over to the car to vehicle diagnostics. healthcare and business-critical operations. For example, companies can create intentional “pause moments” in their human monitoring processes to adopt customizable levels of AI intervention.
Trusting invisibility
“As political instability, geopolitical unrest, and the technological Wild West show no signs of slowing down in 2025, trustworthy AI will take center stage in the fight against disinformation. This won’t stop angry old men from spewing garbage, but hopefully trustworthy AI will help keep the bandwagon down a bit.
“Companies will ask how trustworthiness can be operationalized through certification standards, transparency mandates, or technical features such as explainability. Regulations such as the European AI Act and California’s AB2655 (Defending Democracy from Deepfake Deception) will encourage companies to comply.”
Nicholas LaManna, Head of Brand Strategy at Designit on branding and marketing for 2025:
Surprise!
“As our feeds become more frenetic, brands will discover the power of “strategic friction” – those little moments of anticipation that make content feel special or exclusive. As revealed by Sabrina Carpenter’s outfit on her Short n’ Sweet tour that keeps fans (and the internet) on their toes, we’ll start to see creators create surprise in their content.
The time for laughter is upon us
“After a year of global tension and political tension, 2025 will mark the start of “The Giggling Hour” – a cultural shift where consumers actively seek out shared moments of laughter and levity. Recognizing this collective need for joy, brands will respond by infusing their stories with playful and absurd elements and creating experiences designed to spark genuine moments of pleasure.
You have to come on the pod!
“Brands will follow the policy’s lead on long-form audio storytelling. After seeing how podcast appearances shaped the 2024 election narrative by allowing candidates to reveal their stories naturally, marketers are realizing that rushed soundbites are no longer enough.
“Watch for brands to shift budgets toward podcast partnerships and series that give their stories breathing space, recognizing that today’s audiences crave depth.”
About Designit, a Wipro company
Designit is a global experience innovation company with creativity at our core. For over 30 years, we have helped businesses gain competitive advantage and drive positive change through creative pragmatism.
We use our expertise in strategy, design, marketing and technology to create tailored solutions to clients’ most complex problems. Our clients include BMW, Kraft-Heinz and Microsoft.
Across 14 locations, from Aarhus to Australia, we are home to more than 700 designers, analysts, creators, strategists and marketers, united by a single ambition: to create the change we want to see in the world and transform innovation in achievable progress. shared by all.
To find out more, follow us @Designit or visit www.Designit.com.
