2025 Business Communications Trends: Now Is The Time To Take Things VERY Personally

As we move into 2025, the communications landscape somehow seems even more unpredictable than it has ever been. In many ways, that’s what makes it so exciting.

New technologies, shifting consumer behaviours, and the ongoing push toward more meaningful engagement are reshaping how we connect with audiences, both locally and globally

Thankfully, there are some clear signs of what lies ahead, if have you a canny eye or the right guide at your disposal. Let’s dive into some of the key trends to look out for in the world of B2B digital communications, while also touching on wider shifts that will influence the broader communications field.

1. Personalisation at Scale: AI-Driven Storytelling

One of the most significant trends for 2025 will be using AI to deliver personalised, scalable communications. Chatbots and generative AI tools such as ChatGPT and Claude have already shown their potential, but what we’re seeing now is an evolution. These technologies are becoming more sophisticated, focusing less on automation for efficiency's sake and more on delivering hyper-personalised narratives.

Also, we human beings are getting better at knowing how to use these startling new powers. Whether for customer service, social media engagement, or targeted marketing campaigns, expect AI-driven storytelling to go beyond simpler data-driven segmentation, creating truly one-to-one experiences, even when delivered to thousands.

The question will be whether this, ironically, de-personalises personalisation and deadens the audience response, since so much content they see daily will be directly tailored to them. Marketers and communicators must find the sweet spot where automation helps deepen connections without compromising authenticity.

AI can assist in delivering highly tailored content; however, the human element must stay at the forefront to ensure interactions remain warm and genuine—particularly for your key audiences and those important stakeholders who shall recognise and value a human touch.

2. The Rise of Trusted Sources Amidst AI Sludge

As AI-generated content continues to proliferate, the need for reliance on trusted sources is growing. In 2025, with AI tools becoming more adept at generating useful and potentially misleading content, audiences are increasingly seeking out sources they know they can trust. The challenge for communicators is not just to create content that stands out but to ensure that their brand is viewed as a credible voice in a sea of information.

Transparency, verifiability, and a commitment to truth will be key elements for any organisation looking to build and maintain trust. Whether it's clearly labelling AI-generated content, citing sources, or employing subject matter experts for authoritative commentary, the emphasis should be on strengthening the authenticity and reliability of communications. Audiences are becoming more discerning, and communicators must rise to the challenge of providing clarity amidst the noise.

3. The Power of Voice

Audio content is continuing to rise steadily, particularly with the proliferation of voice assistants and smart devices. Despite perceived over-saturation, podcasts remain a key pillar of content strategy, but in 2025, brands will become more strategic in using voice technology.

A pivotal factor in this will be the evolution and rise of voice search, with ChatGPT unveiling its uncanny human-sounding AI companion, and Apple significantly strengthening Siri (finally!) and allowing it to do much more for their device users. This will impact digital marketing strategies: communications professionals will need to optimise content for conversational queries, ensuring that when audiences ask questions via voice, their brand features among the answers.

4. The Rise of Digital Collectives and Community-Driven Platforms

Another trend that’s only gaining steam is the importance of community. Whether it’s on Reddit, Discord, or smaller, niche-focused platforms, audiences are increasingly gathering in spaces that feel personal, exclusive, and aligned with their interests. Community-driven spaces will become even more integral to brand strategy.

However, brands need to recognise that jumping into someone else’s community and expecting to drive engagement… well, it usually sucks. Instead, co-creation will be key – creating content with these communities, providing value, and prioritising genuine engagement. We're also seeing a shift towards digital collectives—groups of creators and specialists (often freelance) coming together to work on collaborative projects, much like Faur’s own Associate model.

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5. Authenticity and Social Impact

The desire for authenticity and real, meaningful social impact is a continuing and growing trend. Gen Z, in particular, demands transparency from brands—they want to know the “why” behind campaigns, not just the “what.” In 2025, brands need to show the demonstrable impact that comes through putting their stated values into practice, especially on issues like sustainability, equality, and mental health.

Authentic communications are all about storytelling without the polish. Think content that feels less like a carefully crafted press release and more like an honest conversation. This might mean putting real employees in the spotlight, showing behind-the-scenes processes, or admitting when things go wrong. UK audiences, in particular, appreciate a dose of self-awareness and humility, which means that showing your brand's real side will go a long way.

That said, on the other hand...

6. Brands Going 'Weird'

An increasingly common trend is brands embracing the bizarre– particularly on platforms such as TikTok. Known as 'brand weirdness,' this approach sees brands going off-script, often engaging with users in humorous, surreal, or even intentionally cringe-worthy ways. Duolingo is a famous example of this: their TikTok presence, with its mascot, Duo the Owl, acting as a whirlwind of chaos energy, has built a significant following and level of engagement.

However, as more brands adopt this approach (hello Nutter Butter!), it's becoming evident that not all can pull it off. What works for Duolingo may not necessarily work for a bank or a serious B2B company. There's a fine line between 'weird in a relatable way' and 'weird in a way that alienates potential customers.' This trend can be a mixed blessing: when done right, it humanises brands and makes them more memorable; when done poorly, it can come across as forced, off-brand, or even damaging to the company’s reputation.

Brands need to be cautious and ensure any dive into the weird aligns with their core values and audience expectations. With an onslaught of generic content, you should most definitely aim to stand out from the crowd, and inject added brand personality - just ensure you find the best means of doing so that also aligns with your values and mission.

7. Immersive Experiences with Extended Reality (XR)

The rapid advancements in XR – encompassing Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR, which combines both AR and VR!) – are set to reshape digital communications. Yes, there have been several false starts and hyperbolic hype cycles, but underneath that, the quality and popularity of XR continue to grow.

With the development of lighter, more affordable wearable devices - Meta's smart glasses collaboration with Ray-Ban an unexpectedly successful hit - we’re likely to see XR playing a larger role in storytelling and brand engagement. It’s all about immersing audiences in an experience rather than just delivering a message.

For communicators, this means thinking beyond the flat screen. XR can bring a brand’s story to life in new ways, breaking through the digital noise. While this may be more immediately applicable in consumer industries, the potential for innovative B2B use cases is just as significant, allowing complex ideas to be demonstrated in an engaging, visual manner.

8. Hybrid is Here to Stay

Finally, hybrid forms of communication and engagement are now a permanent fixture. While in-person events are making a strong comeback, the expectation for hybrid access hasn’t gone away—and nor should it. From conferences to local council meetings, people expect to be able to engage both online and offline.

For communicators, this means ensuring accessibility in all forms. Digital isn’t just an afterthought; it’s integral to how audiences experience content. A considered hybrid approach allows us to broaden our reach, including people who may not be able to attend in person, while also creating opportunities for deeper digital engagement beyond simply broadcasting an event.

9. X (Doesn’t) Mark The Spot

This feels a bit more like an end-of-2024 trend, but the trickle of users leaving X/Twitter over the past year has apparently turned into a flood over the past month. Whatever your thoughts on Elon Musk’s politics, it feels clear that a turning point has been reached, with major organisations now leaving the platform. Austrian Airlines in particular have done so with some flair:

Bluesky and Threads are both adding around a million users per day to its similar platform offerings at the moment, so my advice would be to hedge your bets and establish a presence on both. You can cross-post to both, then make a firmer decision on where to focus later in 2025, alongside refreshing and revising your overall social media strategy.

The Bottom Line: 2025 and Beyond

Communications in 2025 will be all about depth: deepening relationships, immersing audiences, and providing genuine value. The technologies that help us tell stories are evolving, but the core tenet remains the same: people want to be seen, heard, and valued. The challenge for communicators will be to balance the power of these new tools with the enduring importance of authenticity and human connection.

At Faur, we’re constantly exploring how these trends can benefit our clients, from building stronger digital communities to leveraging innovative tools for more effective engagement. If you’d like to talk more about navigating this ever-changing landscape, feel free to reach out – we’d love to help you find your voice in 2025 and beyond.

Free webinar: Business Communications Trends for 2025

On Wednesday 4th December, I have the delight of speaking with Andrew Morrison of Business Sale Basecamp. We will discuss some of the key digital communication trends to look out for in 2025 while also touching on wider shifts that will influence the broader communications field.

• Sign up for free (with a video replay also available after!)

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