If there's one thing we're certain of, it's that 2025 is going to be a monumental year. Here, we gather our experts to share their predictions in exactly 25 words - from PR and comms, to fintech and AI.

Financial services will become even more embedded in 2025. Across new sectors, powered by AI, embedded finance will become the norm for businesses and consumers.

Gemma Dunn, Director

Social success in 2025 will demand authentic community-driven content, as brands embrace personalised storytelling through employee advocacy and genuine human connections across digital platforms.

Amy Redding, Junior Consultant

In 2025, PR agencies of all sizes will scale AI deployments. Its use will transition from experimental to embedded across all functions – ideation to reporting.

Erin Lovett, Associate Director

A good spokesperson will be worth a million words. Executives, employees, and case studies will be essential to crafting compelling stories that generate epic coverage.

Tayla Blackman, Senior Account Manager

Implementation of the UK’s Online Safety Act in 2025 will see a rise in regtech and AI-powered moderation tools as platforms face new legal obligations.

Jules Lavin, Director

While terminology around diversity and inclusion initiatives (i.e. DEI, DEIB, ESG) may evolve, this critical work will become even more essential in 2025 and beyond. 

Whitney Simon, Head of DE&I Consulting and Senior Account Director

Tech stacks for content engines will integrate sophisticated frameworks, real-time analytics, and AI tools, fundamentally changing how copywriters develop and distribute content.

Dom Edge, Copywriting Manager