Top AI trends firms need to look out for in 2025

As 2025 draws near, AI is reshaping industries and redefining business operations. Here are five trends that organisations should keep on their radar to stay ahead of the curve:

1. AI elevating personalisation to new heights

AI has been part of the tech landscape for years, but ChatGPT’s launch in the late 2022 changed the game by bringing AI into everyday consumers’ lives. According to GWI’s studies in Asia, nearly 60% of consumers have used an AI tool in the past month, rising to over three-quarters among Gen Z.

Consumers no longer want to seek out information – they expect hyper-relevant, personalised content to be served up instantly without any effort on their part. Businesses now have the tools to meet this demand at scale, with AI becoming a key enabler of tailored, seamless experiences.

2. From heavy lifting to reliable co-pilot

The key to AI adoption lies in its integration into existing workflows without major disruptions. Instead of overhauling processes, the focus should be on making AI a natural part of day-to-day operations. Users can work within familiar environments while AI offers real-time assistance and suggestions, boosting productivity.

Initially, AI was celebrated for handling heavy-duty tasks like data analysis or content generation. Today, its role has evolved, AI is now seen as a “co-pilot” that helps with manageable tasks, rather than taking over completely. It is all about making life easier, with AI stepping in to support everyday activities rather than replacing human roles – especially in areas where there are still doubts about AI’s capabilities. In the Asian markets surveyed, consumers are less likely to believe that AI can outperform humans in areas like listening and empathising, diagnosing medical conditions, decision-making, and critical thinking.

3. Efficiency meet creativity

Efficiency is at the heart of AI’s appeal. In Asia, one in four business leaders says that enhancing efficiency is a key initiative their organisation is focusing on. AI helps by offloading routine tasks, allowing employees to focus on higher-value activities like strategic planning and creative problem-solving work that benefits from human touch.

This shift does not just cut down on busy work – it allows teams to work smarter and faster. From optimising resource allocation to driving faster decision-making, AI empowers businesses to be more agile and productive. The organisations that truly lean into AI will be the ones setting the pace.

4. Small models, big impact

In the world of AI, bigger does not always mean better. Edge AI, which processes data locally on devices like smartphones and IoT systems, is gaining traction. This approach offers faster speeds, reduced reliance on the cloud, and better data privacy – an increasing concern for consumers and organisations alike. In fact, for tech decision-makers in Asia, productivity and efficiency are the top considerations when selecting new technologies, with security following closely as the second most important factor.

Similarly, small language models (SLMs) are on the rise. These lightweight, efficient models are easier to customise and are proving highly effective for specific tasks. They deliver accuracy and performance while being more resource-efficient, making them an ideal solution for businesses looking to balance innovation with privacy and security.

5. Building AI with a conscience

With AI adoption on the rise, so are the ethical questions surrounding it. According to GWI research, while two-thirds of Asian Internet users are excited about AI, many are also concerned about its rapid development. A significant portion believes AI-generated content should be labelled, reflecting growing awareness of AI’s impact on daily life.

Looking ahead to 2025, businesses will need to put responsible AI practices at the forefront to earn and maintain consumer trust. The race is not just about adopting AI but doing so in a way that respects privacy and reduces bias, keeping both customers and stakeholders confident. Responsible AI goes beyond compliance – it is key to earning long-term trust and loyalty.

Conclusion 

Like the digital revolution of the dotcom era, AI is becoming a crucial part of staying competitive. But this is not about replacing human talent. Organisations that effectively integrated AI into their processes will find that it enhances, rather than replaces, human roles – automating the routine while empowering employees to focus on creative, higher-value tasks.

According to GWI research, technology upgrades, digital transformation, and AI integration are the top priorities for Asian business leaders looking to drive organisational growth over the next five years. The organisations that find the right balance – will be better positioned to foster collaboration, drive productivity, and unlock new opportunities for growth as we move into 2025 and beyond.

About the Author: Jo Ling Sun is Senior Trends Analyst at GWI.