Five AI and data trends to look out for in 2025

It’s no secret that AI made its mark last year.  

But the real question now is: how are the most forward-thinking businesses leveraging AI to fundamentally reshape operations, customer experiences, and competitive strategies? What separates those who merely adopt new technologies from those who use them to drive lasting impact? 

Our experts at Horizontal Digital, with hands-on experience across diverse industries and technologies, have been closely monitoring the shifts in AI, data, and connected experiences. They’ve identified the key trends that will define 2025—not just in theory, but in practical, actionable ways that can reshape your business.  

Dive into their 2025 predictions to discover how these innovations are set to redefine the future. 
 

Trend 1: Improving sales processes with AI 

Sales in 2025 are being transformed by AI, with tools like Agentforce leading the charge. These AI-powered agents take on time-consuming tasks like prospect research, lead qualification, and generating actionable insights, freeing up sales reps to focus on high-impact activities. 

Beyond automation, these agents offer real-time coaching, guiding reps through specific scenarios and enhancing their effectiveness on the spot. With the upcoming release of Agentforce 2.0, sales teams can expect even deeper insights, smarter suggestions, and greater empowerment in their daily roles. 

This level of AI sales support was unimaginable just a few years ago, but it’s now a game-changer. Early adopters of these tools will gain a significant competitive advantage – not just by saving time, but by transforming their sales processes to prioritize relationship-building and deal-closing. The future of sales is here, and it’s powered by AI. 

 – Piyusha Pilania, Salesforce Consulting Manager 
 

Trend 2: Smarter decision making with AI and data  

As the demand for more precise audience insights grows, analyzing and visualizing behavioral data from sources like customer data platforms (CDPs) like Data Cloud and data lakes is becoming crucial. AI and copilot functionalities, now integrated into major platforms like Microsoft Azure, Google Cloud Platform, and leading digital experience platform (DXP) solutions such as Salesforce, Sitecore, and Acquia, are revolutionizing this process. 

These advanced tools enable automated detection and reporting of new insights directly from raw data, eliminating the need for manual data review and allowing your team to focus on strategic decision-making. AI systems excel at uncovering patterns and trends that might be missed by human analysts. 

However, you still need a real person to set up efficient data flows, maintain clean and organized data, ensure privacy compliance, and transform insights into actionable strategies for content, marketing, and personalization.  

– Andrew Karaptis, Senior Pre-Sales Engineer 

Trend 3: Faster content creation with AI 

In 2025, AI—especially AI Agents integrated into the technology marketers use every day—is set to revolutionize digital content, marketing, and communication processes from start to finish. Content creators are beginning to integrate AI into their daily workflows, often without formal endorsement. Writers, designers, and product managers are all discovering the transformative potential of AI, experiencing daily "aha" moments that drive deeper adoption and innovation. 

This shift is becoming a catalyst for corporate efficiency, as frontline workers identify what works and what doesn't. Their insights will guide the effective use of AI, creating a feedback loop that enhances productivity and creativity. 

As AI becomes an operational layer across content creation processes, companies will start to see tangible benefits. While the transition won't be flawless, the value AI brings doesn’t require perfection—just adoption. By embracing AI, businesses can unlock faster, smarter content creation, driving significant value and competitive advantage. 

– Jennifer Johnson, Associate Director, Platform Strategy and AI 
 

Trend 4: Businesses will go all in on fully personalized experiences using data 

In today's competitive landscape, customers are quick to switch brands in pursuit of exceptional omnichannel experiences. Forward-thinking businesses recognize that true success goes beyond knowing a customer's name—it's about delivering consistent, personalized experiences that anticipate needs and foster lasting relationships. The key to achieving this is context. 

To build this level of context, you need the right data to make informed decisions about product offerings, promotions, and channel-specific communications. This requires a seamlessly integrated, data-connected architecture capable of collecting and activating comprehensive customer data—such as browsing behavior, preferences, and purchase history—across all touchpoints. 

By leveraging this connected data, businesses can create more meaningful, personalized experiences that resonate with customers at every interaction, driving loyalty and long-term success. 

– Anne Norman, Senior Director, Digital Solutions 

Trend 5: Greater importance on seamless data exchange with APIs 

APIs and integrations will be the backbone of modern technology stacks to support seamless data sharing. The rise of composable platforms means that organizations are not only evaluating each platform's ability to meet specific needs but also its capability to seamlessly integrate with existing systems. 

Robust, well-documented APIs are essential for smooth data exchange between platforms, enabling developers to connect systems effortlessly. Additionally, custom-built integrations tailored to specific business requirements ensure that platforms work harmoniously together. 

This growing complexity underscores the importance of managed services and proactive monitoring. With multiple integration points, the potential for issues increases—quickly identifying and resolving problems becomes critical to maintaining uptime and data integrity. Selecting the right platforms is crucial, but weaving them together to create a cohesive, functional ecosystem is where the real digital magic happens. 

– Emily Lord, Account Executive, Sitecore