Not all AI is created equal.

The transition from ad hoc AI “prompts” to task-based AI agents is well underway. As AI becomes more seamlessly integrated into daily workflows, it will evolve into virtual assistants that manage more aspects of our personal and professional lives. This means AI will no longer be limited to stand-alone tools like ChatGPT for simple tasks but will become deeply embedded in more complex systems, streamlining workflows and administrative support. A concrete example of this shift is Google's Project Mariner, which promises to make AI a more intuitive and proactive assistant for managing everyday tasks.

With this shift, companies will need to rethink how they manage AI across functions. HR, IT, legal, and governance teams will need to develop new frameworks for AI integration and oversight, including the creation of new rules and guidelines to manage AI in the workplace.

Learn what this trend means for your brand, its impact, potential, and implications for action. 

From creator economy to imagination economy.

The democratization of creativity—fuelled by accessible tools like Adobe's suite, Canva, and countless others—has already empowered individuals to produce and share content with ease. However, this trend will evolve into what we’re calling the Imagination Economy. Instead of just using AI to enhance or optimize creative outputs (images, videos, etc.), AI will increasingly create economic value autonomously, dreaming up ideas and content without human intervention.

As AI becomes better at not only generating content but also generating new ideas, the focus will shift from human-driven creation to AI-driven imagination. If the past few years were about the Attention Economy—dominated by human-generated content—soon we will see AI creating content on demand, tailored to our individual tastes and preferences, without any human input. In the near future, AI will generate entire books, TV shows, movies, and even video games from scratch, fully customized for us, eliminating the need to "search" for entertainment.

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Creativity and originality beyond the ‘average.

As digital well-being concerns grow and more people aim to optimize screen time for mental health, a new wave of users is seeking alternatives to mainstream social platforms like Facebook, Google, Amazon, and TikTok—the "Big 3" (or Big 4). These platforms, designed to maximize engagement through algorithmic feeds, tend to create a streamlined, uniform digital experience that prioritizes simplicity over diverse discovery and creativity.

In response, there is a growing movement toward exploring niche, decentralized spaces—micro-communities and special interest groups. This trend is fuelling a resurgence of platforms that prioritize individuality, creativity, and deeper engagement, including podcasts, RSS feeds (yes, they're making a comeback!), newsletters, niche forums, and special interest groups.

The revival of these platforms signals a desire for more control over information consumption, free from algorithmic interference. As people seek richer, more diverse experiences online, the "edges" of the internet—where culture and creativity thrive—are becoming increasingly valuable.

Learn what this trend means for your brand, its impact, potential and implications for action.