#1 AI integration everywhere.
AI will increasingly be integrated into more and more things. From software to mobile phones, smart speakers to cars expect to see “now with AI” badges on everything.
On mobile both Apple Intelligence and Google Gemini AI features will continue to be added as the year evolves – Google and OpenAI have recently launched real time camera use, meaning you can chat to AI on your device while showing it things, opening up all kinds of tasks and use-cases to the average consumer.
In existing software from Windows CoPilot to Adobe Firefly, Hubspot Breeze to Autodesk AI, new AI enabled features are fast becoming a part of existing tools we use. While that will mean adoption grows, having a plan in place to pilot and evaluate these tools becomes more important. Training and guidelines for the use of these tools will be essential to every business in 2025.
#2 Organic Search traffic to your website starts falling.
As an ever-greater share of the population use AI chatbots to answer common questions, Google AI overviews and specific AI based research tool like Perplexity AI traffic to websites from organic search will drop.
SEO and Paid search will need to reconsider how to create content and ad campaigns into these new places to counteract the impact.
And finally…
#3 The first notable AI content scandal.
As the quality of AI generated images and video continues to improve, and people are less able to distinguish these from the real thing I think it’s likely we’ll see the first big legal case in the coming year.
This could be in the form of a Celebrity suing a news organization for publishing fake content or a corporate scandal based on a deep fake. Imagine a modern Gerald Ratner scenario, except the video isn’t real!
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