The technological innovation pace is speedy, consumer behavior is rapidly changing, and the changing workplace will make 2025 a revolutionary year. Small businesses will make much use of AI as it personalizes customer experience; brands are changing and creating new advertising strategies from focusing on quality and attention. Currently, there is a generational shift because Gen Z has begun changing what is expected in the leaders and the places where they work.
As we stand on the precipice of this new chapter, industry leaders are peeling off the key trends that will be shaping how businesses compete, connect, and create value. From Alicia Pringle’s take on the adaptability of SMBs to Simon Kvist on measuring attention in advertising to Silvija Martincevic’s vision for AI-enhanced workplaces, this article combines expert forecasting that gives a peek into what is to come. Besides these, self-service lift testing in retail media, progress in creative AI, and shifting the focus of digital advertising from user journey optimization will have played crucial roles in defining 2025.
Read further on how businesses can take this momentum to thrive in a wiser, more vibrant, and empathetic 2025.
Adaptability Will Define SMB Success in 2025
Alicia Pringle, Senior Director of Online Marketing, Web.com
“The digital world is changing fast, and small businesses need to embrace shifts in their marketing strategies to keep pace with the market in 2025. That starts with integrating AI, which can more efficiently deliver content that’s tailored to unique customer preferences. Voice search and mobile-friendly websites will also be must-haves in the new year, with shoppers branching out in the ways they search for and purchase goods.”
Pringle sees AI not just as a tool but as a democratizing force in ecommerce:
Another key change is improved customer engagement. With more businesses using online chat tools, social media, and SMS marketing, it will be easier for small businesses to interact directly with their customers. These tools make it simpler to provide customer support, answer questions, and build stronger relationships—all adding to that human touch synonymous with small business.”
Standing Out During the Holiday Season Amid Data Privacy Shifts
Anthony Flaccavento, GM Americas, Ogury
However, data privacy regulations pose challenges to marketers:
“First-party data has taken center stage this year, but its limited scope reduces its effectiveness. Proactively shared data obtained with explicit consumer consent can provide a broader and more robust range of insights. This allows marketers to ethically target consumers, personalize the retail experience, and stand out from the crowd during this critical shopping period.”
High-Impact Ads and the Power of Attention
Simon Kvist, Founder and CEO, Adnami
Kvist underscores a major shift in metrics:
“Traditional advertising metrics like viewability and CTR have offered some useful insights but often fall short in connecting to key business goals like brand recall and awareness. The answer lies in measuring attention—a game-changing metric that reveals whether an ad captures consumers’ focus. By focusing on quality over quantity, advertisers can cut unnecessary resource consumption, minimize the environmental footprint, and enhance consumer experiences. This sets the stage for a smarter, more sustainable, and more responsible advertising future.”
Reimagining Workplaces from AI to Gen Z
Silvija Martincevic, CEO, Deputy
Gen Z and Conscious Unbossing
“By 2025, Gen Z will make up nearly 30% of the workforce. They’re rejecting outdated workplace norms that tie self-worth to relentless ambition. Instead, they’re embracing ‘conscious unbossing’—actively avoiding promotions to prioritize work-life balance and values.”
AI as a Tool for Empathy
“AI’s greatest potential lies in creating empathetic workplaces by helping leaders better understand and support their teams. Tools like sentiment analysis can uncover emotional tones in communication, enabling leaders to address concerns early and build stronger relationships.”
The Rise of Self-Service Lift Testing Capabilities in Retail Media
Skye Frontier, Executive Vice President, Incremental
Creative AI and the Future of Content Creation
Charles Farina, VP, Digital Strategy, Adswerve
As marketers grapple with fragmented tools, the synergy between Google and Adobe will deliver a unified solution, blending Google’s vast ad reach with Adobe’s creative prowess.
Aligning Digital Advertising with Customer Experience
Jim Johnson, Lead of Industry Solutions – Automotive VDX.tv
Sustainable data management will also assume center stage, becoming a relevant theme in boardroom discussions as well as marketing strategies in tech companies. As business energy demands for training their advanced AI models grow in the future, businesses will be more and more pressured to scale their innovation responsibly and show the planet that they are environmentally aware global citizens.
Looking Ahead
This would mean 2025 was about smarter, data-driven, and more empathetic strategies-from small businesses adopting AI for deeper personalization to brands shifting their focus to attention-driven advertising and workplaces redefining leadership. Overall, all these predictions reflect an evolution of the business landscape wherein innovation and human connection thrive hand-in-hand.
As we ride the waves of change, businesses and leaders that will be most successful in the year ahead are those embracing adaptability, ethical practices, and consumer-first approaches.
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