Brands and products
for a digital world

expanding reality

In May Diageo unveiled three new platforms that, through the power of AI, provides consumers with real-time cocktail recipe recommendations that match their personal flavour and taste preferences.

Trend overview

The line between digital and physical keeps blurring. AI is now at our service in every region of the world – from creating mindbending artwork, to offering customer service at 3am. Virtual spaces are becoming our new “hangouts”, where we can learn, socialise and even make a living. While some are diving deep into the world of digital ownership, others are marvelling at their smart home gadgets.

1,060 %

2024 saw a 1,060% year-over-year increase in global GenAI course enrollments

Source: Coursera

64 %

of World Economic Forum’s Chief Economists Community members believe Artificial Intelligence will impact economic growth in the next 5 years

Source: WeForum

53 %

of gen Zers say they have used “buy” buttons on social media networks.

Source: NielsenIQ

Tracking The Trend

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Data shows total conversations and YOY growth rate

Trends In Detail

Here is a deeper dive into the data, comparing the volume of conversations, and growth rate of each sub-trend – at both a global and regional level.

Data shows total conversations and YOY growth rate

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CGI Tanquray 0.0 and tonic comes to "life" in Madrid

Consumers in Madrid were delighted by an astonishing CGI activation. A giant bottle of Tanqueray 0.0 was “seen” suspended from a helicopter and poured into a giant glass of tonic 50ft in the air. Another helicopter then arrived to deliver the ice! The activation was launched on social media, generating more than 11m views across multiple platforms, with more than 4m people interacting with the content.

What to look out for in Culture in 2025

The huge growth area within this trend is, unsurprisingly, AI-Enabled Relationships. In a culture where technological development can move so fast, AI is the future and what used to drive growth in the Expanding Reality trend (“Conversations within the creative class”) has fallen away. This creative class was booming during Covid – people stuck at home, creating viral content, and, for example, ‘dropping’ their own podcasts on platforms like Patreon. Now, people still crave that human connection, but it is AI that is bringing people together.

01.

AI Revolution

The transformative shift led by AI is impacting industry. Conversations range from the use of chatbots to generative AI and automation, with discussions around AI’s potential for improving productivity and what are the ethical implications.

02.

Augmented Life

Conversations center around immersive virtual spaces where education, work, and gaming merge into a new reality. The Expanded Reality industry is growing, with VR and AR solutions transforming how people connect, compete, and share.

03.

Next-Gen Products and Experiences

Gen AI is revolutionising consumer support with chatbots, and also connecting our tech and lives in an increasingly seamless way – but 2025 could be the year that smartphones that have integrated next level GenAI will be on the mass market.

Source

04.

Creative Boom

Explores the new creative possibilities unlocked by accessible AI and digital tools, allowing artists, designers and creators to expand their craft through automation and technological enhancements.

05.

Digital Ownership

The rise of blockchain and decentralised technologies such as NFTs, cryptocurrencies and Web3 are reshaping the concept of ownership in the digital world.