Zeno Thinks: Emerging Technologies Edge Closer to The Mainstream: Seven Things to Expect From The Sector in 2025
2024 was the year when tech hype had a reality check and, after two years of AI buzz, we grew tired of promises. Although it won’t go away in 2025, AI will show up in different ways, becoming part of the story – not the story itself.
What else should we expect from the world of tech this year? We reviewed predictions from analyst houses, consultancies and the biggest companies in the space, as well as news coming from CES. We found that 2025 is likely be a year of evolution not revolution, as previous years’ trends edge closer to the mainstream and the focus moves to practical applications over concepts.
Here's what you should care about and why:
- AI’s next frontier: 'Agentic AI'
What it is: Simply put, AI that does more for you: bringing together different platforms to manage complex tasks. Think of a chatbot that could not only recommend the perfect trip, but also book your travel, hotel and experiences. Brands like ServiceNow and Celonis have already launched Agentic AI platforms and NVIDIA launched new Agentic AI models at CES that will make it easier to incorporate the technology into applications, so we can expect increased adoption this year.
Why it matters: More AI needs more access to data, and transparent communication about how data is being used will be essential to maintaining customer trust. Bringing AI ethics guidelines into campaigns and discussing how regulations are being met will be vital when it comes to avoiding reputational risks.
- Brain-computer interfaces bring immersive technology closer to the mainstream
What it is: Immersive technology keeps getting better, with Google’s Android XR launch and new devices previewed at CES. With intuitive brain-computer interfaces and AI-powered collaboration coming to extended reality (XR), we can expect more natural interactions, transforming accessibility and user experiences.
Why it matters: Despite this, immersive technology will still only be used by a fraction of the population. Before getting excited about XR and incorporating it into campaigns, brands need to assess whether their audiences are big users of these platforms and avoid running into accessibility issues. At the same time, creating tailored experiences for those who are using them could spark more engagement.
- Critical infrastructure squares up to cybersecurity threats
What it is: AI is giving cyber criminals more ways to attack, but it’s also strengthening protections. Both TfL and the NHS faced attacks last year, showing that our critical infrastructure is vulnerable and why we need to take threats seriously.
Why it matters: As more campaigns rely on customer data, brands will be more susceptible to attacks that could damage reputation and customer trust. Brands must communicate their commitment to cybersecurity, taking an educational approach to show transparency and sensitivity.
- AI power consumption spurs a backlash and inspires innovation
What it is: Bigger and better computing requires more intense compute power and a fleet of new devices. And it’s not just the big applications of AI – creating one image can use as much power as it takes to charge a phone. The environmental impact will have some of us questioning whether the benefits of AI are worthwhile, but the story isn’t all bad. AI will help drive efficiencies and solve sustainability challenges, which should reduce power consumption. Necessity will also breed invention: combined with initiatives around the circular economy and more robust reporting requirements, these advances will drive progress in sustainability.
Why it matters: More innovation in sustainability is undoubtedly a good thing, but brands need to avoid being seen as greenwashing and ensure their messaging aligns with genuine actions and measurable outcomes. Anyone launching AI-powered features or campaigns should also be sure they can answer questions on their environmental impact.
- Quantum computing battles AI for most-hyped
What it is: Google’s announcement of Willow, a new quantum chip which takes five minutes to solve a problem that would currently take ten septillion – 10,000,000,000,000,000,000,000,000 years – shows the promise of the technology. But fresh from the AI hype cycle, we’re all a little wary of a new technology that offers huge (but often incomprehensible) benefits. So quantum will have to overcome a fair amount of cynicism.
Why it matters: Those who over-promised around AI should be careful about tying themselves too closely to quantum at an early stage. Even Google has pointed out that Willow is little more than a ‘convincing prototype’. Jumping into quantum too early could lead to disappointment.
- The return of crypto
What it is: Crypto went a little quiet, but 2025 is likely to see a resurgence. A renewed interest from the incoming US administration has increased values, but a lack of regulation in the US and the UK continues to pose risk. Coupled with recent reports that many banned crypto adverts remain online, trust issues are likely to remain and could hold back broader adoption.
Why it matters: Despite its resurgence, brands must take care before jumping into the world of crypto. Compliance is key, and any efforts to build crypto into campaigns should have this at the forefront.
- Industries stop ignoring 5G
What it is: Another much hyped technology that hasn’t lived up to expectations. But, the UK now has more 5G subscriptions than any other country in Europe, and this year will see it moving from a ‘nice to have’ to a critical enabler of innovation across industries, thanks to its ability to support real-time, data-heavy and immersive applications. Think more live streaming, augmented reality (AR) activations and interactive mobile campaigns.
Why it matters: This is a chance for brands to get creative and think about how they can take advantage of better mobile connectivity within campaigns – more opportunities to reach audiences on-the-go and integrate high-speed platforms into their outreach.
