2025 marks the halfway point of a decade that’s already brought profound upheaval and transformation across technology, politics, and society.

As we approach the second half of the decade, I see little reason to expect the pace of this disruption to slow down. For those wanting to survive and thrive in today’s business environment, it’s critical to understand the trends driving this dynamic convergence of innovation, threats, and opportunities.

This is why each year I highlight what I believe will be the most impactful trends for the year ahead. Understanding these is vital for anyone aiming to leverage them for growth and competitive edge. So, here’s my overview of the key trends shaping business in the coming year.

Getting Strategic With Generative AI

We’ve spent the last couple of years being wowed by the potential of generative AI and hearing about how it’s going to change the world. But 2025 is the year I believe we will start to see organizations move beyond the hype and start integrating generative AI into business strategy.

What does this mean? Well, during the previous wave of AI transformation we saw businesses like Google, Amazon and Netflix rethink their strategy from the ground up to center around deep learning. By doing this they transformed existing business models such as online advertising, retail and media streaming.

This hasn’t happened yet with generative AI, as mostly what we’ve seen has involved businesses adding generative functionality to existing services. Interesting, but not truly transformational.

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