2025 Trends Report: The Future Belongs to the Impatient PDF Free Download
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INTRODUCTION
THE FUTURE BELONGS
TO THE
From everyday consumers to C-suite executives,
the world is accepting artificial intelligence as part of
our daily digital lives. But the true power of AI is bigger
than chatbots, content creation, and answer engines.
That only addresses 10% of the potential of AI.
The other 90% lies in AI’s ability to reimagine how
businesses operate, make decisions, and interact with
customers. AI should be a catalyst for solving business
problems, fueling growth, and unlocking value.
The majority of organizations have begun adopting AI,
championed by executive support. But most are still
playing it safe, moving slowly, and focusing on small
wins instead of bold moves.
This needs to change in 2025.
It’s time to think bigger than what AI can do and
embrace the potential of what people can do when
empowered by AI. As AI transformation takes center
stage—and swift, strategic, and solutions-oriented
applications of AI become a priority—the
organizations that enable their people to transform
with AI will distinguish themselves in an emerging sea
of sameness.
The time to move forward is now.
Because the future belongs to the impatient.
2
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT
CONTENTS
AI transformation gets fast and furious
AI is the democratizer. What’s your differentiator?
Ad tech prepares for personalization at scale
From Ask Jeeves to ask GPT
[p.05]
[p.09]
[p.13]
[p.18]
User Interfaces get conceptual
AI shopping assistants kick chatbots to the curb
[p.23]
[p.27]
The race to a modern data foundation
Let’s get ethical
[p.32]
[p.36]
AI in the workforce
What’s it like to grow up with AI?
AI’s humanitarian promise
[p.41]
[p.46]
[p.50]
Contents
1
4
2
3
WHY CAN’T
THE SMALL BE BIG?
WHY CAN’T THE
FIXED BE FLUID?
WHY CAN’T WE START
TOMORROW TODAY?
WHY CAN’T THE
IMPOSSIBLE BE POSSIBLE?
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT
TREND #1 / AI transformation gets fast and furious
Moving too cautiously with AI
adoption is the fastest way to
fall behind, as innovation cycles
are no longer measured in
years—but months.
AI advancements are accelerating,
transforming industries faster than previous
technological shifts. Are you stuck in an AI rut?
Do you have an AI committee?
Your competitors are probably ahead of you.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 6
TREND #1 / AI transformation gets fast and furious
“THIS MOMENT IN
COMPUTING HISTORY
WILL RESHAPE MANY
ENTERPRISE BUSINESSES.”
“Organizations need to have a strong grasp on how
rapid the innovation cycle will be with AI transformation.
We’ve been happy and complacent with long
transformation processes and consulting periods
(ex. digital transformation). With generative AI, the
advent of LLMs, and the speed at which computing
is accelerating, these long transformation cycles will
be hard to maintain.
Other companies will move faster.”
JAMIE ALLAN
Director, AdTech & Digital
Marketing Industries, NVIDIA
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 7
WHAT’S AHEAD
Natural language processing, image recognition,
and machine learning models will continue
improving at lightning speed. As the innovation
cycle becomes condensed, you must adapt—fast.
In this evolving landscape, agility and an
experimentation mindset are key.
WHERE TO START
Identify the concrete problems you’re trying to solve,
and adopt an open mind.
1. Prioritize speed and innovation by deploying AI
tools quickly, iterating often, and avoiding lengthy
pilot programs.
2. Keep a close watch on emerging tech, and AI
startups. In this fast-moving environment, agile
newcomers can disrupt markets and put pressure
on larger incumbents to move the ecosystem
forward.
3. Finally, integrate AI into the core of your
operations—not just as a technology but as a
cultural shift. Build agile, cross-functional teams
that can work together to brainstorm, prototype,
and execute new ideas.
TREND #1 / AI transformation gets fast and furious
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 8
TREND #1 / AI is the democratizer. What’s your differentiator?
With widespread access to AI
leveling the playing field, your
brand’s differentiation will
depend on human creativity
and proprietary data.
AI tools and applications are no longer
necessarily a competitive advantage; it’s
simply the infrastructure that helps you scale
operations and unlock data-driven insights.
Regardless of size, every brand can access
high-quality, scalable outputs that were once
exclusive to industry leaders.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 10
TREND #1 / AI is the democratizer. What’s your differentiator?
WHAT’S AHEAD
As AI continues democratizing technology, the
challenge will shift from access to differentiation.
Focus on what sets you apart—like unique data and
creative storytelling—because while AI can generate
endless possibilities, it can’t be your unique value
proposition.
Those leveraging AI to amplify their distinct assets
and narratives will succeed.
WHERE TO START
Use AI to scale your operations while prioritizing
proprietary data and creative vision as
differentiators. Curate unique customer insights and
use AI to unlock hidden opportunities.
Keep storytelling at the heart of your strategy, as
emotional intelligence, regional and cultural
nuances, and creativity will drive brand identity and
build connections that AI alone can’t replicate.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 11
TREND #1 / AI is the democratizer. What’s your differentiator?
“IT’S EASY TO
LOOK AT AI FOR DRIVING
EFFICIENCY, BUT
THAT’S A MINOR PART OF
WHAT IT CAN DO.”
“At eBay, our fundamental business model is
to put the customer first—everything we do is
to make their experience better. And that
extends to how we approach AI.”
ROB GORNALL
Global Head of CRM, eBay
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 12
TREND #1 / AdTech prepares for personalization at scale
Ad tech’s next revolution hinges on
accelerated computing—without it, AI and
GenAI can’t fully deliver on the promise of
hyper-personalized, real-time media.
The ad tech ecosystem has relied on legacy
machine learning for years, powering
programmatic buying and media analytics.
However the growing demand for real-time,
personalized media requires a more powerful
computing infrastructure.
To unlock AI's full potential, the industry must
shift toward accelerated computing platforms
like GPUs and new-generation CPUs, which
can process vast amounts of data at
unprecedented speed.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 14
TREND #1 / AdTech prepares for personalization at scale
“There is no debate that AI is transforming
every aspect of marketing. We’ve been
using analytical and predictive AI in our ads
products for nearly a decade. But it’s the
addition of generative AI that’s unlocking even
more powerful opportunities for marketing.”
GOOGLE
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 15
MATTHEW ANDERSON
Agency lead, GOOGLE
WHAT’S AHEAD
The migration to accelerated computing will redefine
data quality and processing speed within adtech.
AI-powered advertising will increasingly depend on
high-performance GPUs to analyze massive datasets
in real-time, enhancing media targeting and
personalization.
WHERE TO START
After assessing your existing data infrastructure, start to
allocate resources to GPU-accelerated platforms that
can handle real-time data processing and AI workloads.
This shift will enable real-time campaign optimization,
minimizing irrelevant ads and improving consumer
touchpoints with hyper-personalized content. This
investment will also future-proof your systems as AI
capabilities continue to evolve, allowing your brand to
stay competitive and responsive .
TREND #1 / AdTech prepares for personalization at scale
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 16
“THE ROADMAP FROM
A TECH PERSPECTIVE IS
INCREDIBLY EXCITING.”
“Dynamic content optimization,
hyper-personalization, and targeting haven’t
fully landed yet because they need faster
data processing and cleaner data, as well as
improved data privacy to better leverage
accelerated computing and AI.”
TREND #1 / AdTech prepares for personalization at scale
JAMIE ALLAN
Director, AdTech & Digital
Marketing Industries, NVIDIA
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 17
TREND #1 / From ask Jeeves to ask GPT
Whether or not users are comfortable
using generative AI, it’s quickly
becoming an unavoidable aspect of
online search. And for brands, this is
changing everything—fast.
The way people are finding and exploring
information is fundamentally shifting.
Less than 10% of online traffic now occurs on
“www.” sites as the majority of screen time is
now spent on “islands” such as social
platforms, marketplaces, and—thanks to
AI-generated search overviews and the rise of
zero-click searches—the SERP itself.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 19
“One of the reasons we began deeply
investing in AI many years ago is because
we saw the opportunity to make Search
better. We’ve found that people who use
AI Overviews actually use Search more
and are more satisfied with their results.”
TREND #1 / From ask Jeeves to ask GPT
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 20
MATTHEW ANDERSON
Agency lead, GOOGLE
WHAT’S AHEAD
A lot! Traditional search engine volume may drop
25% by 2026.
Google rolled out ads within its SGE overviews,
surfacing them when AI detects a “commercial angle” to
the query. Microsoft is also betting big on AI in search
advertising, launching features that let brands create
more personalized and dynamic ads.
Newcomer (and Bezos-backed) Perplexity has big plans
to disrupt search.
WHERE TO START
Evaluate your entire digital search strategy and embrace
a “multi-island approach.” Practice SEO and Generative
Engine Optimization (GEO) for SGE, social search, AI
engines (such as ChatGPT), and even fine-tune your
own website’s search capabilities.
Master context and conversationality. It’s not just about
appearing in search results. It’s about meeting users
where they are, anticipating their needs, and offering
helpful, relevant content that aligns with today’s more
conversational nature of search—whether AI-powered
or not.
TREND #1 / From ask Jeeves to ask GPT
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 21
TREND #2 / User Interfaces get conceptual
It’s the end of an era for user interfaces
(UIs)—and the beginning of a new one.
While only time will tell exactly how
AI will change UIs, things like
conversational interfaces are already
disrupting the industry.
As businesses focus on saving money, technology
powered by UX/UI is being de-emphasized by AI.
However, apps aren’t going away. They’re changing.
Designers and developers are working hard to
reconcile their existing interfaces with the AI-driven
future. Soon, businesses will invest in customer-facing
innovation through a new generation of UIs.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 24
WHAT’S AHEAD
It’s interesting to imagine what the next era of
interfaces look like. Will your brand even need a
traditional website? Or will you rely on a highly
sophisticated AI-powered assistant that produces
specific outputs?
Think about Uber. Today, you book a ride on the Uber
app: Login, type in your destination, select your car
type, and add a tip.
In the not-so-distant future, you simply use your
voice: “Get me an Uber to the Sphere.” No screens,
no buttons. In this way, conversational interfaces,
customized web experiences, integration, and
automation are all on the horizon.
WHERE TO START
Traditional prototyping methods aren’t great at
evaluating an AI product’s most crucial features: The
quality of its responses to open-ended prompts and
the quality of the data it relies on to create them.
It is all but impossible to simulate a practically
limitless range of prompts. This forces designers,
devs, and product owners to build out an AI-enabled
product in real time with the data and AI models live.
TREND #2 / User Interfaces get conceptual
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 25
“I ALWAYS TELL MY
TEAM THAT WE HAVE TO
EMBRACE AI BECAUSE
IF WE DON’T, WE’RE GOING
TO BE LEFT BEHIND.”
“Do you want to be the disruptor or the disrupted?
I try to cultivate a culture where embracing change and
looking for better ideas is incentivized. We should always
strive to offer a better product to our customers. We
should be open to changing our business models to
better meet our objectives.”
CRISTINA PIERETTI
GM at Moody’s Digital Insights
TREND #2 / User Interfaces get conceptual
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 26
TREND #2 / AI shopping assistants kick chatbots to the curb
There’s little point in asking
whether or not consumers are
interested in shopping with AI.
Why? Because they already are.
86% of consumers want to use
AI to research products or
get product information
79%
82%
of consumers want to use
AI to find deals and
promotions
of consumers are interested
in using AI to pose
customer service questions
Source: IBM
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 28
WHAT’S AHEAD
With AI’s potential in retail so established, it's time for
brands to use the wealth of first-party data and put their
own unique twist on AI shopping assistants.
A step above your average chatbot, an AI assistant
doesn’t just point users to FAQs, they can contextually
respond to user’s needs. Amazon’s Rufus, for example,
is a chatbot that uses a bespoke LLM to answer
questions about the platform’s many products.
WHERE TO START
How can you create a better shopping experience
next year?
By leveraging a brand-specific LLM to deliver
contextually relevant recommendations and products.
Some of our personal favorites are even being worked
on by our team. Head to the next page to see what
we mean.
TREND #2 / AI shopping assistants kick chatbots to the curb
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 29
The ever-present shop assistant
With this idea, users can search for
"furniture for my college dorm room" and
find the results smoothly integrated into
the current website layout, providing
assistance akin to an in-store salesperson.
TREND #2 / AI shopping assistants kick chatbots to the curb
With minor updates to the Burrow
chatbot’s front end, users can go straight
to the page they’re looking for—even if
they don’t quite know what page that is.
The commerce navigator
Imagine if you could add furniture to
virtual spaces while shopping online.
Instead of just using Pinterest mood
boards, this feature would let you place
furniture into customizable virtual
rooms as you browse.
The virtual visualizer
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 30
TREND #3 / The race to a modern data foundation
In 2025, wasting money on
AI initiatives without a solid
data foundation is simply
not an option.
75% of organizations have increased their
investments in data management due to
GenAI. However, only 41% feel prepared to
scale their data programs. Common reasons
for concern are sensitive data worries, data
privacy, security challenges, and compliance.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 33
“In the last 24 months of diving into
GenAI for our clients, we have revisited
100% of the models, 80% of code base,
and 0% of the data investments.
Organizing your enterprise data for
generative AI is a zero regrets effort”
WES DUENOW
Global SVP, Data at DEPT®
TREND #3 / The race to a modern data foundation
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 34
WHAT’S AHEAD
Data has always been important, but its significance
has skyrocketed with the introduction of AI. In 2025,
it's all about the quality and utilization of your data. If
you’ve invested in a strong data foundation and
governance framework (across all departments), you
can move past potential and into proof of concepts
and scalable solutions.
WHERE TO START
It’s all about getting your house in order. Stat.
Clean and consolidate: Data can be messy, and
scattered across various systems and formats.
Invest in the right infrastructure: This includes
cloud-based solutions, scalable storage, and powerful
processing capabilities.
Shore up your data governance: In our experience,
most organizations know this but fail to do it. This
needs to be democratized but also overseen by a
responsible party.
Create a data-driven culture: Data literacy and
collaboration should be top-down.
Hire and train the right talent: Only about 20% of
organizations feel their talent is highly prepared to
adopt GenAI tools and applications.
TREND #3 / The race to a modern data foundation
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 35
TREND #3 / Let’s get ethical
Governments might be slow
to sing responsibility,
but brand leaders can’t be.
As AI becomes more integrated into daily
lives, brands and AI models will end up with
a lot more data, including personal
identifying information (PII). This surge in
data collection presents more challenges in
data usage, ethics, privacy, and regulation,
but also opportunities.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 37
WHAT’S AHEAD
Next year, the European Union’s AI Act will come into
play in 2025, and we expect some states in the US to
pass additional legislation.
But waiting for the world’s governments to get on board
is not enough. And with 70% of consumers having little
to no trust in companies to make responsible decisions
in AI, there is a massive opportunity to boost
confidence and reputation.
WHERE TO START
Brands must demonstrate leadership in responsible AI
and data practices. That means:
Responsible data usage: Collecting, storing, and
utilizing data in compliance with privacy regulations and
respecting users' right to control their information.
Ethics: Transparency, fairness, and accountability
encourage AI models that are unbiased, explainable,
and respect user privacy.
Investing in security AI: Research shows organizations
using security AI and automation can reduce the costs
of a breach by $2.22 million.
TREND #3 / Let’s get ethical
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 38
“OUR TEAMS ARE
COMMITTED TO CHARTING
A RESPONSIBLE PATH
FORWARD FOR AI.”
“We have a long track record of collaborating with
regulators, policymakers, and civil society around the
globe. We will drive innovation at speed, but with the
responsibility you all have come to expect from the
leading player in privacy and brand safety."
TREND #3 / Let’s get ethical
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 39
MATTHEW ANDERSON
Agency lead, GOOGLE
TREND #4 / AI in the workforce
AI is not a replacement
for the human workforce
but an enhancement.
Companies are increasingly using AI for
things like automating tasks, speeding up
content production, and overall making work
more efficient, accurate, and data-driven. This
means much of the AI and workforce
conversation has surrounded how technology
will steal human jobs.
But AI tools are just tools —brands need
skilled, intelligent, and adaptable people
behind them.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 42
WHAT’S AHEAD
One of the most critical factors of AI readiness and
maturity is knowing which business processes could
benefit from AI enhancement.
It’s impossible to develop good AI solutions without a
deep knowledge of your challenges.
WHERE TO START
Not everyone in your organization needs to be an
AI pro. It’s more important that the right people
understand and communicate processes, manual
and tedious work, and roadblocks they encounter.
By understanding your team's core challenges,
AI experts can step in and workshop solutions.
TREND #4 / AI in the workforce
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 44
TREND #4 / What’s it like to grow up with AI? We’re about to find out.
Where Gen Z was once defined as
the first digitally native generation,
Gen Alpha is fast emerging as the
first AI native generation.
Alphas are “iPad babies.” They are pandemic
kids. They are passionate students—but also
impatient ones. More than 60% prefer topics
that are easy to master. This tendency makes
the quick-win nature of AI exceptionally
appealing to Alphas.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 47
WHAT’S AHEAD
In the next year, we’re likely to see AI have an impact on
Gen Alpha’s educational experience, which has already
been shaped by technology during the pandemic.
Companies specializing in educational technology, like
Carnegie Learning and The American Society for Deaf
Children, have already released adaptive learning
platforms that use AI to create better learning
experiences, meaning AI-driven personalized learning
will shape Gen Alpha’s development in a big way.
WHERE TO START
With Generative AI becoming more sophisticated and
accessible, Alphas will be enthusiastic about adopting
the technology and pushing its potential through
creative problem-solving. It’s an excellent opportunity
for brands to connect and build trust with younger
audiences.
TREND #4 / What’s it like to grow up with AI? We’re about to find out.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 49
TREND #4 / AI’s humanitarian promise
What if the hypothetical
“AI robot takeover” were a
little more wholesome?
This optimistic vision of the future is more
likely than you might think. The promise of
AI-driven global advancement isn’t
exclusive to business, AI is poised to have
an equally massive impact in areas such as
healthcare and climate change,
transforming lives and creating a better
future for all.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 51
TREND #4 / AI’s humanitarian promise
AI’s application in healthcare has already begun to
enable faster and more accurate diagnoses,
personalized treatments, and improved patient care.
As Bill Gates explains,
“AIs will dramatically
accelerate the rate of
medical breakthroughs.”
For example, this pregnancy monitoring device
developed by Kali and DEPT® opens the possibility of
monitoring at home during telehealth consults.
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 53
Healthcare
THERE IS AN EXCITING MIX
OF AI READINESS IN THE
HEALTHCARE INDUSTRY, WITH
NOTABLE PROGRESS EVIDENT
ACROSS VARIOUS STAGES.
“While 28% of organizations are in the scaling and
realizing stages, there’s considerable optimism in
most organizations, with 44% actively laying the
groundwork in the exploring and planning stages.”
MICROSOFT’S AI
STRATEGY ROADMAP
TREND #4 / AI’s humanitarian promise
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 54
TREND #4 / AI’s humanitarian promise
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 55
Climate change
Take a moment to imagine how it would feel if you knew
that there was a solution to the climate crisis. That
immense weight lifted off your shoulders. It feels pretty
good, right?
AI algorithms can analyze vast amounts of data to
identify patterns, predict climate trends, and optimize
resource allocation. For instance, AI-powered weather
forecasting models can provide more accurate
predictions, helping communities prepare for extreme
weather events and mitigate their impact.
“We’re harnessing technologies like AI
and ML to analyze over 90 trillion bytes
of data from more than 300 satellites,
more than 11,000 sensors, and numerous
additional sources of emissions
information from all over the world.
The result is a groundbreaking approach
to emissions monitoring.”
CLIMATE TRACE
TREND #4 / AI’s humanitarian promise
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 56
AI isn’t just another tool—it’s the game-changer that will
transform your entire business. At DEPT®, we can help
you unlock AI’s full potential, radically reshaping how
you operate, engage customers, and lead your markets.
WHY DEPT®?
CONTACT
TRENDS 2025 THE FUTURE BELONGS TO THE IMPATIENT 57
TRANSFORM
YOUR BUSINESS
WITH AI
LET'S CONNECT
