Take 5 trends: AI
Our predictions for the realities behind the ways AI will be used and applied most effectively in 2025.
1. AI as a starting point
People are over AI-generated copy. Think of it as a tool for first drafts, not polished final pieces.
2. AI isn’t a creativity shortcut
Creativity thrives on human effort. AI shines in operations and data, but relying on it too much risks making creators lazy.
3. AI for the "aha!" moments
AI excels at gathering insights and synthesizing data, helping teams uncover valuable trends and opportunities.
4. Manage expectations
While promising, AI still has to prove its value in delivering measurable productivity and performance gains.
5. From toy to tool
The challenge lies in turning AI from a buzzword in. Vendors and organizations must work together to unlock its real potential.
Watch: How Brightspot CMS can help with AI
What we heard from our survey respondents about AI
I'm not afraid of AI; I'm afraid of not being as good at using AI as the person next to me.
Director, Technology sector
I don’t want AI to generate content like writing articles, as it goes against our journalistic principles. But I see value in AI offering feedback, such as improving headlines or catching potential errors.
Senior Director of Digital, Media & Entertainment sector
Make sure that you are the biggest in terms of accessibility with AI, driven tools, including with Flesh-Kindaid readability scores.
Senior Marketing Manager, Technology sector
I'd like to use AI to work smarter ... Helping me see ways that our marketing can improve. Insight-driven as opposed to efficiency or content driven seems to make the most sense.
Director of Marketing and Content Strategy, Education sector
In my experience journalists and other writers are far more skeptical (on average) about generative AI in particular than other groups.
Product Manager, Media & Entertainment sector
Take 5 trends
Our predictions for the ways teams will be working smarter — not harder — in 2025.
1. Doing more with less
Companies are consolidating vendors to streamline their tech stacks, focusing on fewer more effective tools to save time and resources.
2. Composable > monolithic
The shift to composable components is reshaping technology, offering flexibility and agility compared to outdated all-in-one solutions.
3. Automation takes the mundane
Integrations and automations free teams from repetitive tasks, letting them focus on high-impact work that drives results.
4. Tools over meetings
"No meeting" days are on the rise. Collaboration tools and streamlined workflows are replacing unnecessary meeting time, keeping work moving efficiently.
5. Dashboards are back
Enhanced dashboards with integrated insights across the tech stack are becoming a must-have. They offer quick holistic views of performance, helping lean teams make smarter, faster decisions.
What we heard from our survey respondents about productivity and efficiency
What excites me is our efforts to bring more interactive storytelling into the platform, empowering CMS users to tell richer, more multimedia stories. Right now, creating pieces with interactivity or page scrolling often requires developers, making it slower, costlier and less accessible.
Senior Director, Media & Entertainment sector
Efficiencies around content recommendations, personalization and workflow automation have been key areas where we see AI and platform integration delivering value.
VP Product, Media & Entertainment sector
Our new design system in the CMS brought consistency and fresh design. It gave us a ton of new 'Lego blocks,' enabling smarter, better and more sustainable page creation.
Senior Director of Digital, Media & Entertainment sector
For 2025, we're going to be focusing on driving down costs while ramping up personalization.
Director, Technology sector
Watch: How Brightspot CMS helps teams stay productive
Discover the top content trends of 2025. Learn how to streamline workflows, leverage AI and collaborate smarter to stay ahead in the evolving digital landscape. Download the playbook now.