These eight trends will be important in the media and communications industry in 2025

Trend 1: Hesitation reflex - fake when in doubt

So now we have reached the point where a majority of people are meanwhile assumes thatthat digital content does not always correspond to reality. This Loss of confidence leads to a "Procrastination reflex" and by no means only concerns the search for information, but also purchasing decisions, product evaluations and social interactions.

In a moment several Trend reports are therefore addressing the omnipresent issue of fake content and the loss of trust in society. Against this backdrop, the latest announcement from Meta acts as an accelerant: Instagram plansto introduce an AI editing function next year that will allow users to "change almost every aspect of their videos". With a simple text input, video content can be reshaped without the need for users to have detailed knowledge of video editing or manipulation.

For media and communication providers, the balance between the use of technological innovations and verifying the truth will be all the more challenging in 2025. On the one hand, media companies will have to actively combat misinformation and at the same time use privacy-enhancing technologies to build trust. On the other hand, the demand for user-generated content will continue to rise as it is perceived as more authentic. Whether Codes of ethics, Labels or new technological tools We will see over the next few months whether the new products actually provide a counter-response to the loss of trust and useful assistance in everyday life.

Trend 2: Platform deals - from conflicts to cooperation

Set 2023 is the year of the hypemade himself Disillusionment spreads in 2024The talk is of AI developments in companies and the associated dealings with the big tech players. Questions about the authorship of the language models and their training data remain unanswered. Publishers and media companies are reacting differently to this: while some are using the crawlers of the AI models block - such as The mirror, BBC and HuffPost - or Complaints such as the New York Timesothers such as Axel Springer, AP, Le Monde and Prisa Media Strategic license agreements or build internal AI solutions, such as Bloomberg or the Financial Times.

The range of different approaches to dealing with AI strategies shows one thing: the switch from search and reach models to AI-based solutions has once again massively increased the financial pressure on the media industry. Strategically, publishers are faced with the challenge of navigating between offensive and defensive approaches. Some organizations hope that the partnership approach will generate new sources of revenue, while others fear being forced into a defensive position.

From the past Transformation cycles However, most have learned that nobody wants to miss the boat and jeopardize long-term competitive advantages through hesitation and passivity. The next few months will show which strategic approach is ultimately the most effective and whether deals with the big tech players will really prove to be sustainable.

Trend 3: AI agents - the advance of autonomous everyday helpers

2024 was the year of prompts and chatbots. The transition from AI tools with isolated tasks to autonomous, agent-based solutions is now underway. These personalized AI agents will embed themselves almost invisibly into everyday life. At least this is how several Trend reports the near future. The first steps in this direction were taken with the presentation of the Apple Intelligence and ChatGPT integration in the smartphone search are already visible.

According to Dentsu three out of four consumers worldwide assume that most aspects of their lives will be controlled by AI in the next ten years. In the long term, personalized agents, so-called Personal Large Action Models (PLAMs)be seamlessly integrated into digital and real life, for example via apps, smart household appliances or vehicles. These agents learn from our behavior, act without conscious input and at the same time respect data protection and personal preferences.

But the challenges are still immense, as Forrester points out in its trend reportThe integration of AI models into our everyday lives requires more computing power, a better database and specific expertise in the application. Deloitte and Capgemini see great potential in software development and in the area of cyber security. Media and communications companies will once again face a double challenge: On the one hand, they will have to implement such large-scale action models internally, and on the other, users will expect such applications and services in media products in the future.

Trend 4: Search 4.0 - personal answers instead of lists of results

2025 marks the end of a formative Internet era. Because what has developed in recent years has already become apparentwill definitely prevail this year: With the rapid expansion of new AI search capabilities, such as ChatGPT Search, Perplexity and GeminiThe way we traditionally search for information on the web is coming to an end. The fact that a few keywords deliver a series of unspecific results already feels anachronistic today. Gartner assumes thatthat the volume of traditional search engines will therefore fall by 25 percent by 2026.

And this doesn't just apply to representatives of younger generations. Many users today switch fluidly between specific information searches and intuitive browsing for new information. This results in a New usage requirementsThe rapid availability of an individual "clear" answer to every possible question. Up to now, this has been achieved through personal exchanges and, in some cases, the opinions of influencers via social media.

If media houses and other organizations in the communications industry want to be able to respond to these needs, they must create smaller, parallel User funnels and create personalized access. At the same time, new ways of engaging with target groups are required, in which the authentic relationship and Ritualization are the top priority. Only in this way will organizations be able to free themselves from their current dependence on search engines.

Trend 5: Money, money, money - everything becomes a marketplace

The boundaries between information procurement, entertainment and e-commerce are becoming increasingly blurred. Large retailers are investing massively in high-quality media offerings and advertising platforms, for example Digitec/Galaxus, Autodoc or Walmartwhile media houses and social media platforms are increasingly mutating into sales platforms - TikTok, for example, now has 15 million retailers worldwide.

Dentsu predicts that by 2025, a major streaming provider will buy a major retailer - or vice versa. The aim of such a takeover would be to diversify the business, strengthen customer loyalty and tap into new sources of revenue by merging advertising pools.

However, this commercialization also has its downsides: Almost half of the users increasingly perceive the online experience as a forced purchase. With this excessive monetization of information and entertainment content, companies are risking the trust of consumers. Creators play in this change 2025 will play a central role: there is an increasing gap between controversial AI influencers and authentic Micro- and nano-influencers from.

Trend 6: Instead of doomscrolling - a new longing for real moments

Sooner or later, every trend generates a Countertrend. "Social rewilding" - the conscious movement towards authentic connections and experiences in the real world - represents a new Accenture the counter-movement to the future of AI. Characterized by the Effects of the pandemic yearspeople increasingly value depth and meaningfulness in their interactions. People are looking for a balanced approach to technology in order to "Doomscrolling" to prevent. The increase in E-Ink cell phones and Dumbphones are visible manifestations of this trend.

The search for more depth and meaningfulness includes social contacts as well as unique and unforgettable offline experiences. Consumers want to connect more with their environment - often, but not exclusively, in nature. Brands that can successfully translate their online communities into real advocates in a real-life context are becoming increasingly important. This combination of digital reach and physical experiences creates lasting memories, enables long-term engagement and new revenue models.

Organizations in the media and communications industry are predestined to create such emotional moments of remembrance by bringing their stories to life offline. This is evidenced by the increase in Live podcast recordingsnew Journalism festivals and even the Building a journalism house. 2025 is the year in which such offline concepts will become a mainstay in the financing mix of media organizations.

Trend 7: Leadership challenge - between autonomy and control

2024 was a challenging year for companies in the media and communications industry - but other sectors faced similar difficulties. Jobs were dismantled and processes for efficiency trimmed. 45 % of employees in Germany were employed in 2024 according to a PwC study a higher workload than in previous years. The financial pressure on managers has led to team restructuring in many places. Decision-making authority was once again located in the hierarchy. This also included increased controls and "Back-to-office instructions.

However, these hierarchical decision-making structures slow down the work of teams and reduce their ability to adapt to changes and uncertainties, a Study by the University of Mexico recently discovered. This is because the increased tracking and strict control mechanisms lead to a feeling of a lack of autonomy among employees, which has a negative impact on motivation and creativity. has an effect.

Managers will face major challenges in 2025: Gartner comes in their trend report concluded that managers are not sufficiently prepared to lead change. It is by no means enough for managers and politicians to be "Simply more desire to work" from employees. Rather, leadership in 2025 must finally be rethought, as in several Trend reports to hold fast. This is the only way to meet the major challenges of the labor market - from Change fatigue from sustainable personnel development and skills shortages to diversity and cross-generational collaboration.

Trend 8: Psychological safety - healthy work culture as a competitive advantage

The greater the shortage of skilled workers, the more creative the solutions for attracting and retaining talent. Personalized benefits, such as flexible working time models, health offers or tailored further training programmes, are becoming increasingly important according to the "LinkedIn Big Ideas 2025" and others Trend reports a strategic advantage for organizations.

However, the reality in companies often points in a different direction: with difficulties in implementing a desired corporate culture. According to the Gartner Trend Report, more than half of HR managers report in a study from 60 countries that managers do not effectively exemplify the prescribed values and corporate culture. This makes it difficult to establish a consistent and motivating work culture. This also includes the promotion of mental health. The Increase in burnouts and mental stress calls on companies to establish proactive measures such as case management, mentoring programs and clear prospects for personal development.

A toxic working atmosphere not only poisons the mood within the organization, but also takes revenge on the employees. financial level. The trend towards a working world that increasingly focuses on resilience, Psychological safety and the well-being of their employees will therefore be all the more important in 2025.

* Konrad Weber is a strategy consultant, trend researcher and coach in the field of corporate and team transformation. He advises management teams from large companies to start-ups on the development of new strategies and supports teams and organizations during far-reaching changes. He has been building bridges between content and technology for over 15 years - before becoming an independent consultant as a digital strategist at Schweizer Radio und Fernsehen SRF with several years of experience in project management and strategy development.

All sources and trend reports used by Weber in his guest article are can be viewed in the original on his website.