Tech trends to watch in 2025 include AI agents, search, smart glasses, and on-device features

2025 preview: Enterprise and consumer adoption of generative AI (genAI) continues to grow, and next year, we expect businesses and users alike to fully identify which AI applications and providers make the most sense for them personally. Some will come out on top while others fizzle.

Here are 5 takeaways from our Tech Trends to Watch in 2025 report:

1. Agents to the rescue: More than 100 million workers are expected to interact with AI agents by 2025, per Gartner, representing a large step forward for automating and streamlining tasks in the workplace.

• Key skills include writing code, booking travel, and managing investments, requiring minimal oversight and greater understanding than what chatbots are capable of.
• Shopping is emerging as a popular application among users, with 60% of Gen Zers—and 44% of consumers overall—interested in AI-assisted shopping, per PYMNTS.

The minimal oversight required by these agents can represent a risk, though, and their deployment could magnify risks around data misuse and malicious activity.

2. All in one: AI companies and smartphone manufacturers are pushing heavily into mobile AI and on-device services, driven by both consumer demand and the need to gather real-world data on user behavior.

• AI features will become standard on phones, though providers can’t ask for too much: 45% of users are reluctant to pay monthly fees for AI capabilities, per CNET.
• For companies that make software rather than hardware, including Meta, device-optimized models could reach broader audiences as smartphones become increasingly capable of running complex tech.

3. Smart glasses’ potential: With their lightweight frame and accessible features, smart glasses are gaining traction as an affordable AR offering with AI capabilities.

Ray-Ban Meta Smart Glasses created a roadmap for rival products, and its success highlights how the wearables can be especially useful for content creators and advertisers.

4. GenAI search: Ad-supported genAI search models enable mass adoption and are already driving higher engagement and revenue for Google.

AI search isn’t a cheap offering—Google disclosed that its operations cost 10 times more than traditional search—meaning that larger players with infrastructure and alternative revenue streams are favored to succeed in that market.

5. Twinning: Digital twins can help companies mock up marketing scenarios and consumer responses, with the ability to replace focus groups and transform how advertisers plan campaigns.

As an AI assistant, digital twins help optimize and refine marketing strategies at scale before releasing them, enhancing targeting accuracy and improving ROI.

What does this mean for tech companies and consumers? Go deeper with our full report.

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