Technology is sprinting ahead, consumer behaviors are changing faster than a TikTok feed, and... trust is becoming a rare commodity. Here is what you need to know:
Feel free to listen to this AI-generated podcast below where AI hosts are riffing on this report.
Trend 1: Beyond the Search Box
The phrase ‘Just Google it’ is heading the way of flip phones. Gen Z are all about social search—asking TikTok, Instagram, or Reddit for recommendations. And in 2025 more of us will go from searching Google to instead asking ChatGPT.
People now expect immediate answers. That’s why we see the rise of “Zero-Click Content” – content that provides value without requiring users to click through to another site.
"By 2028 organic site traffic for brands will decrease by 50% or more due to GenAI-powered search technologies." — Gartner*
Trend 2: 99% Synthetic Content
We predict that AI-generated content will dominate digital spaces.As much as 99% content will be synthetic. AI is taking over content creation already: blog posts, videos, ad campaigns, even music. People's feeds are full of AI-generated content.Take TikTok. One viral trend can generate thousands of AI-powered iterations—new captions, remixes, memes—all tailored to different audiences.
It’s efficient, scalable, and, let’s be honest, it’s getting scary good. And here’s the thing — most people won’t care if content is synthetic if it’s relevant, high-quality, and timely. If AI can deliver that, they’re happy.
Trend 3: Hyper-Personalization at Scale
With all this synthetic content flooding the online space, the key to standing out is making content relevant and engaging on a whole new level. Enter hyper-personalization.
People want content that feels like it was made for them. Their personality, their location, their mood at that exact moment. And AI can deliver.
If personalization in the past relied on historical data, hyper-personalization of today will use that plus real-time data and predictive analytics.
See AI-generated joke and comic to illustrate this point below, and yes, that guy in the background has some flexibility:
Trend 4: Trustworthy AI
Google already knows you better than you do, but AI will take it to the next level.
As AI companions get more emotionally intelligent and have personality, people will increasingly want to interact with them more often and will trust them to do more.
Personal AI assistants will manage schedules, health, finances, and learning based on individual needs. They will even be able to take over your laptop controls and can buy products and book tickets for you.
Trend 5: Human Trust Pods
As the world gets noisier, faster, and more synthetic, people are turning to peers inside communities they trust, where they feel seen, heard, and supported.
COVID-19 catalyzed rapid growth of "pandemic pods" for safety and support.Unstable global situation of today, lack of trust and increased levels of anxiety are driving people towards smaller, tighter-knit groups, which we call “human trust pods.”
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Trust pods aren’t one-size-fits-all.They’re hyper-specific and deeply personal.
We believe we will belong to a number of these depending on the needs they fulfill.E.g. learning pods, travel pods, passion-based pods.
That's why building and participating in communities is a fundamental strategy for brands, especially now.
Trend 6: The Rise of Meta-Creators
We’ll see a new wave of creators emerging —“meta-creators”. They’ll blend the best of both worlds (human and tech) to build and lead communities.
Meta-creators will use a variety of AI tools, coordinating and managing teams of AI agents to shape interactive emotional experiences, adaptive content and community initiatives rather than just making posts, videos and stories.
To stay competitive marketers will have to become meta-creators and work with meta-creators.
