It's like getting up in the middle of the night to watch a much-anticipated sports event and a storm on the other side of the world scrambles the satellite signal. The only part of the broadcast that works through the distorted images and audio is the service provider's repeated, insincere apology for the inconvenience.

In the information / big-data era, AI is billed as the next big thing, but its rapid advance isn't likely to improve things. It relies on what's already out there, so it might get easier to sort the tailings but not necessarily find the diamonds. 

Surely, though, in this world of misinformation, disinformation, obfuscation, misdirection and lies there must come a Copernicus moment, where people realise that despite this the earth revolves around the sun. 

My prediction, or at least hope, for 2025 is that a shaft of authenticity will pierce the clouds.

I'd suggest there are some positive signs this is happening. As they should, journalists are disregarding obviously AI-generated, one-size-fits-all copy and pitches. 

Arguably the coming year will also see AI go through what tech consultants, Gartner call "the hype cycle". This is when the "peak of inflated expectations" drops into the "trough of disillusionment". AI won't go away, but people will be more realistic about what it can and can't do. 

Similarly, the hype cycle around influencers is dissipating. Brands seem less likely to predicate big campaigns around people with a big social media presence and little else. Perhaps corporate common sense is the new black, but it's more likely because Gen Zs — and everyone else — have become cynical about people being paid to promote a message. 

In This Landscape What Can We Expect in 2025?

Effective PR agencies will embrace AI for research, evaluation and data analysis rather than creation.

As it ever should have been, successful brands will understand their customers and their communication will reflect this, emphasising empathy and emotional intelligence to build trust and loyalty. 

Good public relations will leverage storytelling to create emotional connections with audiences. Real human stories and experiences tied to the brand will triumph over contrived paid-for influencer campaigns.

Although influencers will not disappear, brands will shift from celebrity influences with massive, amorphous followings to smaller, well-informed influences with highly engaged audiences. One-off influencer campaigns will give way to sustained, deeper collaborations with authentic expert commentators rather than popular generalists. 

Some companies will take this a step further, using employees, rather than outsiders, as advocates, communicating the brand's authentic characteristics.

Brands wanting to be perceived as industry leaders will establish authority through credible white papers, research reports and webinars. Expertise and insightful analysis will differentiate them and build credibility in a saturated marketplace. 

With the rise of deepfakes, communications professionals will have to work harder to authenticate content, ensuring trustworthiness in digital media. It's another reason why AI-generated content won't hack it. 

Tech, financial services and other companies reliant on big data will have to build trust as privacy regulations, leaked or hacked databases and increased consumer wariness pushes them to be more transparent about security and data use.

As they should, trust and reputation will command a premium. Companies will be held accountable for their societal value, ethical practices, diversity, inclusivity and governance. Climate change and severe weather events will push sustainability up the public agenda. 

Greenwashing, do-as-I-say-not-as-I-do executive hypocrisy and arrogance, overt and tacit discrimination or harassment will be spotlighted. 

Social and digital media will continue to fuel reputation crises, allowing them to spread faster and further, making them hard to contain. CEOs and other executives must communicate quickly, openly and authentically, especially during crises or big corporate changes. 

Embracing authenticity, however, doesn't mean going back to the Box Brownie and fountain pen. Digital communications channels will continue to dominate, and as they evolve successful communicators must do so too. 

Faster data transmission and reduced latency will enable richer multimedia experiences, including VR and AR, providing new opportunities for brand communications. 

As more devices connect through the Internet of Things there will be new channels for brands to engage consumers, including smart home devices and wearables. 

Big data and AI-driven predictive analytics will allow for hyper-personalised communications tailored to individual preferences.

Platforms such as TikTok, Instagram Reels and YouTube Shorts will dominate, with brands needing to adapt to shorter, more engaging video content. Temporary content (stories on Instagram or Snapchat etc.) will maintain popularity due to its exclusivity and ability to drive real-time engagement. 

As the use of smart speakers and voice assistants grows, brands will need to optimise content for voice search, focusing on conversational language and keywords. 

Audio branding and voice-activated shopping will become more popular as consumers use voice commands for tasks ranging from ordering products to getting information. 

Although short-form content will dominate, there will be a place for long-form content such as podcasts and in-depth articles, particularly in B2B communication or sectors where people require more detailed information. 

For more information, visit www.meropa.co.za. You can also follow Meropa Communications on Facebook, X, or on Instagram.

*Image courtesy of contributor