Key business tech trends for 2025

This year was a big yeonear for new and updated technology in digital marketing. With mainstream generative AI causing a big stir and tech giants responding to privacy regulations, things have been moving at breakneck speed! However, three key trends are emerging as particularly impactful, writes Sam Smith, Senior Digital Marketing Manager – Data Lead, Optix Solutions

A shift towards first-party data strategies

Data, specifically customer data and how it’s stored and used, was a big focus in 2024, and that will continue into 2025.

Data which relies on third party companies like Google and Meta, is becoming less reliable and seems to be moving towards more of a modelled estimate than the pinpoint accurate figures we’ve been used to.

Although in 2024 Google announced that it will  not be phasing out third-party cookies (which found many digital marketers breathing a sigh of relief), it highlighted how exposed businesses are when relying entirely on external companies for their marketing data.

In an era where privacy concerns and data regulations are tightening, first-party data, which is collected, stored, and used by the business itself, has become invaluable. Companies are increasingly focusing on gathering and leveraging data that they collect directly from their customers.

Amazon stands as a prime example of the gold standard in first-party data utilisation. The e-commerce giant has built an ecosystem where customer data is collected across its platform, providing unparalleled insights into consumer behaviour.

Amazon’s ability to personalise experiences, target ads, and optimise product recommendations is unmatched. In 2025, we’ll be seeing more brands following Amazon's lead, albeit on a smaller scale, investing in their data collection capabilities, and developing strategies to enhance customer engagement and loyalty.

A blow to Google’s search monopoly

For years, Google has held a near-monopoly on the search engine market, dominating the search marketing and paid search advertising. However, the recent U.S. Department of Justice ruling could signal a shift in this dynamic.

The case against Google, which centres on allegations of anti-competitive practices, has sparked discussions about the future of search engines and digital advertising.

If the ruling leads to a breakup or significant restructuring of Google’s business practices, the implications for marketers could be profound. Alternative search engines and advertising platforms might emerge, providing new opportunities and challenges.

Brands may need to diversify their digital marketing strategies, investing in platforms that were previously overshadowed by Google’s dominance. Additionally, a more competitive search landscape could drive innovation in search technology and advertising models, potentially leading to more effective and cost-efficient ways to reach target audiences.

And with OpenAI recently announcing its foray into the world of search engines with the launch of SearchGPT, it will be interesting to see if “just Google it” gets replaced with “just Search GPT it” anytime soon.

Generative AI: from hype to reality check

The initial wave of excitement surrounding generative AI in marketing was palpable, being the biggest tech trend we identified in our 2024 predictions. With the promise of automating content creation, enhancing personalization, and even predicting consumer behaviour, it seemed poised to revolutionise the industry.

However, as we moved through 2024, it seemed like the general mood towards AI was changing, with the initial excitement giving way to concerns and disillusionment.

While generative AI tools have certainly delivered value, they have also revealed limitations. Marketers have discovered that AI-generated content, while efficient, often lacks the creativity and nuance that the human touch provides.

Moreover, the increasing prevalence of AI-generated content has led to concerns about authenticity, with consumers becoming more adept at recognising and often rejecting content that feels overly automated or impersonal, and Google taking steps in their core updates to combat high-volume, low-value AI content.

The disappointment around the use of AI in marketing has found companies re-evaluating how they use these tools, seeking to strike a balance between automation and human creativity. The trend now is towards a more hybrid approach, where AI assists with the heavy lifting, but human marketers add the critical layers of creativity and strategic thinking that resonate with audiences.

Conclusion

As digital marketing continues to evolve in 2025, staying ahead of these trends will be crucial for brands looking to maintain a competitive edge. The emphasis on first-party data, the potential disruption of Google’s dominance, and the recalibration of generative AI’s role all point towards a more complex and nuanced marketing landscape.

Businesses that adapt to these changes with agility and foresight will be best positioned to thrive in the years to come.

This article is taken from our sister publication, Exeter Tomorrow magazine.