Predictions about the future of communication have always been challenging due to the rapid changes we face. Interestingly, trends seem to be emerging more slowly today. Why is that? The answer is quite simple: every change is difficult and requires time for implementation. Thus, it’s not surprising that the same or similar conclusions have been repeated in recent years’ forecasts, but we believe it’s worth revisiting them. Here are our top three trends for 2025:
We’ve successfully entered the AI era! The tools are available, increasingly diverse, smarter, and better suited to our needs. This presents an opportunity for all communicators and content creators to speed up processes and give a new boost to their productivity. In addition to creating communication concepts, texts, and eye-catching photos, there may be a greater emphasis on audio content in the near future, such as voice-overs that have become an essential part of Instagram Reels and TikToks.
With natural-sounding voice mutations, the creation of sound effects, or even music, AI-powered captions and transcription will simplify content creation and bring even more creativity. Apart from social media videos, podcasters will also benefit from artificial intelligence.
Authenticity has been a central topic in the context of content creators and influencers on social media. However, it’s becoming clear that brands can no longer hide behind generic messages and campaigns that try to appeal to everyone. Consumers are louder and clearer in their expectations that brands take a stand on important societal issues affecting our lives. But with great opportunity comes great responsibility. A high 71% of participants in this year’s Edelman Trust Barometer survey on politics and brands believe that brands, when pressured to take a side on a controversial social or political issue, must do so. Furthermore, 51% think that when a brand does not communicate its stance on societal issues, it either does nothing or is hiding something.
In recent years, we’ve witnessed events that have deeply affected society, politics, and the economy. War conflicts, the rise of extremism, and the influence of artificial intelligence on the spread of misinformation have increased the need for monitoring and understanding the implications of these events on business and communication. Consequently, the advisory role of communicators has grown beyond operational processes and now involves planning not just communication activities but also business processes—entering the realm of change management. The climate crisis, health threats, supply chain disruptions, or political sanctions—all these require close collaboration between management and their communication advisors, who are becoming key resources for companies looking to successfully navigate a dynamic environment.