The future of digital: AI, influence, and data in 2025
The digital landscape is continuing to transform at a remarkable pace. From the rise of AI-driven innovations to shifting consumer behaviours and growing concerns over data privacy, technology continues to reshape how we work, communicate, connect and interact online.
One of the biggest transformations is happening in the realm of artificial intelligence, which is revolutionising industries, streamlining automation, and redefining creativity. Social media is undergoing a shift, with “de-influencing” challenging traditional influencer marketing and pushing consumers towards authenticity over promotion. At the same time, data privacy has become a priority, with companies and individuals embracing data minimisation as a way to protect personal information.
How is AI viewed?
Artificial intelligence (AI) is becoming deeply integrated into our personal and professional lives, and no longer a futuristic concept, it’s a driving force reshaping industries and everyday experiences and has become an integral part of our daily interactions.
Whether it’s voice assistants like Alexa that help with setting reminders or answering questions, or curated recommendations on streaming services like Spotify or Netflix to suggest movies or songs, most people engage with AI regularly – often without giving it too much thought. Consumers appreciate AI when it helps simplify tasks and provides value, particularly when there’s transparency about how their data is being used.
AI sparks diverse reactions across industries and demographics. This makes it essential for marketers and businesses to navigate these perspectives responsibly and effectively.
The optimists:
Many see AI as a catalyst for innovation, creativity and efficiency. Tech enthusiasts, forward thinking business leaders, and researchers often celebrate its ability to solve complex problems, deliver hyper personalised experiences and drive productivity across sectors.
The realists:
There are those who take a more cautious, measured view. Whilst recognising AI’s potential, they also stress the importance of addressing its risks. Concerns around data privacy, algorithmic bias, and the displacement of jobs in industries such as manufacturing and retail have promoted calls for stronger regulation. The rise of AI generated content has raised alarms about the spread of misinformation and the creation of convincing fake material.
Finding the balance:
As AI becomes even more prominent in 2025, it’s crucial for brands to find a balanced approach. Clear and authentic communication is key to addressing consumer concerns with clear accountability, and building trust. Businesses must demonstrate the practical, real world value of AI without overpromising or intimidating their audiences.
By emphasising that AI is a tool rather than an abstract concept, brands can encourage transparency and empower consumers to understand. It is important that we strike the right balance between these different perspectives.
AI in digital marketing
AI is reshaping digital marketing in ways that both enhance and challenge traditional strategies. While AI enables hyper-personalisation, automation, and predictive analytics, it also raises concerns about privacy, authenticity, and ethical use.
AI-Generated Content vs. Authenticity
AI can now generate blog posts, social media captions, ad copy, and even video content at scale. While this speeds up content production, it raises concerns about originality, creativity, and trust. Are consumers engaging with human-created content or just AI-generated marketing material? Brands risk losing their unique voice if they rely too heavily on AI-generated content.
Hyper-Personalisation vs. Privacy Concerns
AI analyses user behaviour, preferences, and purchase history to deliver highly targeted ads and personalised experiences. However, this level of tracking raises data privacy concerns, with consumers demanding more transparency in how their data is used. Regulations like GDPR and AI ethics policies are tightening, making it harder for brands to collect and use consumer data freely.
AI-Powered Chatbots vs. Human Interaction
AI-driven chatbots handle customer queries 24/7, improving response times and customer support. However, automated responses lack human empathy, sometimes frustrating users who prefer real interactions. Brands need to balance automation with human-led customer service to maintain trust and engagement.
AI-Driven Ad Targeting vs. Ad Fatigue
AI helps businesses run more effective, data-driven ad campaigns, optimising them in real-time. However, AI-driven hyper-targeting can feel intrusive, leading to ad fatigue and consumer scepticism. Apple’s privacy updates (e.g., App Tracking Transparency) and Google’s third-party cookie phase-out are making AI-powered tracking and ad targeting more challenging.
Deepfakes & AI-Generated Influencers
AI can create hyper-realistic deepfake videos and virtual influencers who engage with audiences. While this can be cost-effective for brands, it blurs the line between real and artificial influence, leading to potential trust issues. Consumers are becoming more aware of AI-generated endorsements, questioning the authenticity of influencer marketing.
AI in SEO: Search is Changing
AI-powered search engines (like Google’s AI Search and ChatGPT-powered search) are changing how people find information. Traditional SEO strategies are shifting as AI summarises search results, reducing organic website traffic. Marketers now need to focus on AI-optimised content that aligns with conversational AI-driven searches.
Is De-influencing the new influence?
In an age dominated by social media influencers, the digital landscape is taking an unexpected turn with the rise of de-influencing. This trend challenges the traditional influencer model, shifting the focus from promoting consumerism to authenticity, trust and mindful consumption. As we step into 2025 de-influencing is becoming a critical conversation for brands, creators and audiences.
De-influencing is the practice of discouraging over consumption and questioning whether the hype around products or services is often promoted by people with an influence over others. In recent years, the rise of social media has given many individuals, who previously had little to no influence over others’ decisions, the power to shape how people act, what they buy, and how they respond to trends. Instead of encouraging people to purchase products, de-influencing calls out overhyped products that fail to deliver on their promises.
There are several factors driving the de-influencing culture, as the influencer marketing industry grows, the skepticism about the authenticity of endorsements does too. Many are increasingly wary of paid promotions that feel insincere or exaggerated, which taps into this frustration by prioritising transparency.
The economic uncertainty is also another factor as to why de-influencing is gaining momentum; the financial pressures of recent years have made many people more cautious about spending, with less people having disposable income. It is important that when people are purchasing they want to make sure they are buying the right thing at the right price.
The rise of relatable content means audiences are gravitating towards content that feels genuine and relatable. They offer a refreshing alternative to the polished, aspirational content typical of traditional influencers.
There is also a push for sustainability. There is no longer a niche concern for sustainability, with climate change and environmental issues taking centre stage, consumers are rethinking their purchasing habits. De-influencing supports this shift by discouraging unnecessary consumption and advocating for thoughtful purchases.
Many praise those partaking in the de-‘influencing’ trend. This consists of well known influencers showing a selection of things they don’t think are worth purchasing, it also adds an aspect of honesty and authenticity which consumers appreciate over a paid advertisement promoting products they aren’t assumably interested in.
Data minimising
In an era of data abundance, businesses are engaging with the challenge of collecting, managing and using data responsibility. Organisations generate staggering amounts of data through interactions with digital platforms, devices and services. From browsing history, social media activity to location tracking, businesses can collect huge amounts of data to fuel targeted advertisements, predictive analytics and personalised experiences.
Today consumers are more aware of how their data is collected and used. Studies show that transparency and data control significantly impact brand trust and loyalty; companies prioritising privacy gain a competitive edge. However, concerns over how the data is collected and the type of data being collected from these organisations, are becoming increasingly weary. Privacy is no longer just a compliance requirement – it’s a fundamental part of building trust and maintaining long-term relationships. Privacy is a priority in all aspects of your Marketing strategy as it is important for customers to know their data is being used in the right way, and not being taken advantage of.
The end of third party cookies is set to phase out by 2024, due to growing concerns about user privacy and data tracking. Third party cookies can collect large amounts of personal information without their consent, including IP addresses, search history, and health information. As we move into 2025, businesses face a critical need to balance personalisation with consumer privacy. The ongoing evolution of data regulations, increasing consumer awareness, and the end of third party cookies are reshaping how organisations collect, manage, and use data for media and marketing. Implementing privacy first strategies is no longer optional- its essential for staying competitive, compliant and trusted.
