4 digital trends you can’t ignore in 2025

The digital landscape is shifting, and staying ahead means understanding the forces shaping consumer behaviour, marketing, and brand visibility. Our experts have broken down the biggest trends defining 2025.

1. AI is reshaping search

AI isn’t just a tool – it's redefining how consumers find information. With AI-driven search evolving beyond traditional keywords, brands need to rethink their content strategies to stay visible.

Ian Lloyd, MD of our Performance Division, highlighted how AI-powered search engines like ChatGPT are changing user behaviour, “A big thing for 25 is how technology and AI will influence the interactions between consumers and brands. We're going to see new features coming into the SERPs that give brands opportunities to gain more exposure.”

What this means for brands: Optimising for AI-driven search requires structured data, well-contextualised content, and a focus on answering user queries naturally and concisely.

2. Accessibility is no longer optional

The European Accessibility Act comes into effect in June 2025, making digital inclusivity a legal requirement for many businesses. But beyond compliance, accessibility is a major opportunity for brands to expand their audience and improve user experience.

Lewis Sellers, Group MD of our Web & eCommerce Division, noted, “I think this is going to be something that merchants start to focus on quite close to the deadline. In the US, accessibility is a big thing – there are a lot of lawsuits happening around websites that are not compliant.We’ll start to see similar in the UK.”

What this means for brands: Accessibility audits should be a priority. Enhancing usability benefits all users, improves user experience, and aligns with growing consumer expectations for inclusive digital experiences.

3. Automation is changing advertising – but strategy still wins

Automation is making digital marketing more efficient, but it’s not replacing strategic thinking. AI-driven tools are streamlining media buying, audience segmentation, and content creation, but brands still need a human touch to stand out.

Tom Walkden, Media Strategy Director, pointed out, “Looking at 2025, the common threads across everything are about smarter strategies and stronger collaboration, particularly between teams that haven't historically worked together. It’s all about being smarter. Yes, AI amplifies – but creativity drives.”

What this means for brands: Embrace automation for efficiency but invest in creative, insight-driven strategies to maintain a competitive edge.

4. Video is dominating PR

Video isn’t just a trend – it's becoming the backbone of PR, social, and digital marketing strategies. With video content and short-form formats continuing to engage audiences, brands must integrate video effectively across channels.

Cathy Skelton, Digital PR Account Director, said, “Looking into 2025, we expect the trend around video and content to evolve further. We know that the internet is always shifting and it's about using different assets wisely, and ensuring they work together. Your PR content may be strong, but is it aligned with your social media and website content? A multi-channel approach is key.”

What this means for brands: Invest in video content that aligns with trends and integrates seamlessly into your broader strategy.

Thrive in 2025 (and beyond)

Want to know how these trends will impact your brand? Our team is already helping clients navigate these shifts. Get in touch to discuss your digital strategy for 2025 and beyond – and watch the video below to hear directly from our experts.