Published on 04/16/25

AI in 2025: What impact will AI have on brands and how can we prepare for it?

Valentin Quillier

Project Manager

7 minutes

On Wednesday February 12, 2025, we were at EPOKA to share our vision of the impact of AI on brands. The stakes are key, and we shared straightforwardly the major evolutions that are transforming the customer experience, and how brands need to adapt to this technological revolution.

AI in 2025: A paradigm shift

The year 2024 marked a decisive turning point in the adoption of AI by businesses. After a phase of awareness-raising in 2023, organizations began to experiment with these technologies in concrete terms through targeted proof-of-concepts. By 2025, we'll be seeing a real industrialization of these uses, with deeper integration into business processes.

AI is not yet intelligent in 2025, but it is already radically transforming the way we design digital experiences.

Arthur Guillermin Hazan

Head of Design & Innovation

Hyper-customization: a new era in user experience

The year 2025 will mark a major turning point in the personalization of digital interfaces. Thanks to AI, we are witnessing the emergence of truly adaptive experiences that adjust in real time to the needs and context of each user.

Hyper-personalization is no longer an option, but a necessity. Users now expect tailor-made experiences that anticipate their needs.

Valentin Quillier

Head of Project Management

Interfaces that adapt in real time

Today's new AI tools make it possible to :

Dynamically generate personalized content
Adapt interfaces according to user profile and context
Optimize pathways according to observed behaviors
Propose ultra-targeted recommendations

These techniques will soon enable the emergence of interfaces auto-generated according to the user's needs and browsing context, providing ever more relevant answers.

Optimizing content creation

Content production is also undergoing a major revolution. Generative AI tools now make it possible to considerably accelerate creative processes while maintaining a high level of quality. At ARNEO, we have developed workflows that combine :

Assisted generation of textual and visual content
Automatic optimization of formats according to channels
AI-enhanced quality control
Large-scale personalization of communication messages

This approach enables us to reduce production times by 60%, while increasing the relevance of the content created.

The new approach to digital content

The challenge of Search AI

Information search is undergoing a profound transformation. By 2026, traditional organic traffic is expected to fall by 25%, rising to 50% by 2028. Users are no longer searching for keywords, but directly asking complex questions to which AI provides synthesized answers.

This evolution is forcing brands to rethink their content strategy. It's no longer just a question of optimizing for traditional search engines, but of structuring information so that it can be easily interpreted by AI.

Article AI Breakfast - Presentation slide

New use cases for brands

Our experience in 2024 showed us that around 80% of the development of an AI solution is relatively straightforward. It's the remaining 20% that require the most effort to achieve truly satisfactory results.

Arthur Guillermin Hazan

Head of Design & Innovation

This is perfectly illustrated by our Aptitud.ai tool, developed for the generation of skills dossiers.

Initial development took just two months, but a further six months were needed to fine-tune the system, optimize performance and ensure optimum reliability. This experience taught us the crucial importance of human control in the value chain.

How do you prepare your business?

The key to success lies in a methodical, step-by-step approach. It's essential to start by making management and operational teams aware of the challenges of AI. This technology must be seen as a means to an end, not an end in itself.

The key to success is not to use AI at any price, but to integrate it intelligently where it adds real value.

Valentin Quillier

Head of Project Management

Ready to transform your digital approach with AI? ARNEO can help you refine your needs, develop your PoCs, produce AI-enhanced content and much more, all of which we'd be delighted to discuss with you.

Missed our morning session or need a refresher?

(Re)experience our entire session dedicated to AI and its impact on digital strategies in 2024.

See the replay