2025 AI & Digital Trends: Why Data, Trust, and AI Define the Future of Personalisation

In a landscape where consumers expect seamless, personalised experiences, organisations across the UK are grappling with a major hurdle—disconnected data. The 2025 AI and Digital Trends: Data and Insights UK report highlights how fragmented data structures are blocking real-time personalisation efforts and slowing down AI adoption, despite growing executive support for these technologies.

As organisations aim for one-to-one personalisation and AI-driven insights to fuel growth, they face a dual challenge: earning customer trust and unifying data across platforms. This excerpt offers a preview of key challenges and opportunities shaping digital strategies in 2025—and why now is the time for transformation.

The report reveals that 61% of senior executives see personalised customer experiences as central to driving growth in 2025. Yet delivering these experiences at scale depends on AI and predictive analytics—tools that 65% of leaders view as essential for customer retention and loyalty.

The catch? Without a connected data foundation, these technologies can’t reach their potential. Disjointed systems make it nearly impossible to analyse behaviour patterns, predict needs, and deliver unified, cross-channel engagement.

What’s Blocking Progress?

Among the biggest barriers identified:

• 64% of leaders cite privacy, security, and governance concerns

• 48% report disorganised or poor-quality data

• 32% struggle with decentralised IT infrastructure

These challenges not only slow AI deployment but also prevent businesses from meeting rising consumer expectations for transparency, data protection, and consistent experiences across digital and physical touchpoints.

Trust and Transparency: The New Competitive Advantage

Today’s consumers are digitally savvy—and cautious. The report notes that:

• 88% of consumers want clear communication about how their data is protected

• 75% expect transparency about AI-generated recommendations

• 78% value consistent experiences across channels

Failure to address these expectations can undermine customer loyalty, even as brands invest heavily in AI and personalisation.

The Role of Generative AI in Bridging the Gap

Organisations are increasingly turning to generative AI to unlock value from their data. According to the study:

• 66% of organisations are piloting or using generative AI in marketing and CX

• 63% are using or testing AI to personalise experiences in real time across channels

• Executives already report benefits like enhanced decision-making (49%) and improved engagement (48%)

But without addressing the underlying data fragmentation, even the most advanced AI tools will fall short of delivering truly personalised journeys.

Your Next Move? Build Connected Data and Earn Trust

Brands must move beyond isolated initiatives and build a holistic, always-on personalisation strategy. This means:

• Unifying customer data across systems

• Empowering consumers with control and visibility

• Investing in AI tools that can deliver meaningful, real-time experiences

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Ready to discover how leading brands are overcoming data fragmentation, earning customer trust, and scaling AI personalisation?

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