The Adobe 2025 AI and Digital Trends Report outlines a significant shift in how organisations engage with technology, particularly artificial intelligence (AI), to deliver more meaningful customer experiences. Drawing on insights from over 3,400 executives and 8,300 consumers, the report paints a comprehensive picture of the AI-led future of marketing, customer engagement, and operational transformation.
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GLOThe Adobe 2025 AI and Digital Trends Report outlines a significant shift in how organisations engage with technology, particularly artificial intelligence (AI), to deliver more meaningful customer experiences. Drawing on insights from over 3,400 executives and 8,300 consumers, the report paints a comprehensive picture of the AI-led future of marketing, customer engagement, and operational transformation.
At its core, the report signals that AI is no longer a future prospect — it’s a present necessity. Businesses are rapidly moving beyond experimentation and pilot stages, leveraging AI and predictive analytics to fuel growth, personalise customer journeys, and reimagine brand loyalty in real time.
Read the report in full
Key Findings at a Glance
🔹 AI Is Driving Real Business Growth
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65% of senior executives cite AI and predictive analytics as core to their 2025 growth strategy.
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53% report increased team efficiency through generative AI; 50% cite faster content creation.
🔹 Personalisation = Loyalty
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71% of consumers expect brands to anticipate their needs — but only 34% of brands actually deliver.
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The gap between expectation and delivery in personalisation is a key factor holding back loyalty and satisfaction.
🔹 Real-Time Data Is the New Gold
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Only 14% of organisations feel they are delivering exceptional digital experiences — a steep drop from 25% the previous year.
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Fragmented data and disjointed systems are major blockers in achieving real-time, consistent personalisation.
🔹 Agentic AI Is Emerging
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The evolution of AI into autonomous “agentic AI” systems is seen as the next leap, enabling brands to anticipate and act on customer needs seamlessly.
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Consumers under 45 are especially keen on features like proactive virtual shopping assistants.
🔹 AI + People, Not AI vs People
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Contrary to fears of automation replacing jobs, 69% of executives plan to increase investment in human talent alongside AI.
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AI is being positioned as a “copilot”, enhancing creative and strategic output — not replacing it.
Focus on Loyalty and Consumer Experience
Loyalty today goes far beyond rewards points. As the report illustrates, emotional loyalty is earned through personalised, connected, and trust-based experiences — all of which depend on how well a brand knows and serves its audience.
Personalisation as the Loyalty Engine
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Organisations that personalise content in real time — like TSB Bank, which saw a 300% rise in mobile loan sales through AI-personalised offers — are reaping substantial rewards.
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Telmore, a Danish telecom provider, achieved an 11% sales increase by tailoring offers to individual preferences.
Trust and Transparency Are Loyalty Catalysts
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88% of consumers expect brands to handle their personal data responsibly, yet only 49% of companies meet this standard.
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This “trust gap” is especially critical because customers won’t share data without trust — and personalisation depends on that data.
Bridging the Experience Gap
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Despite rising investment, only 15% of organisations report delivering experiences that genuinely surprise and delight.
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Loyalty is directly tied to how relevant, consistent, and frictionless the experience is — across both digital and physical touchpoints.
Strategic Recommendations from the Report
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Invest in Personalisation Technology
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Use behaviour-driven, adaptive experiences across channels to foster loyalty.
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Unify Customer Data
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Break down silos and connect platforms to fuel real-time, high-impact engagement.
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Empower Teams with AI-Enhanced Tools
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Elevate human creativity and productivity with AI support, not replacement.
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Appoint Executive Champions for Customer Experience
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Bridge the gap between marketing, CX, and IT with clear leadership and shared goals.
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The report makes one thing clear: brands that can blend the power of AI with human insight, connected data, and customer trust will be the ones that inspire lasting loyalty. In the race to deliver personalised experiences at scale, those who act boldly — and responsibly — today, will define tomorrow’s customer relationships.
Source: Adobe
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