Let’s start with the obvious.

AI isn’t going anywhere… it’s going everywhere.

I’m not going to predict how to use AI in 2025 because by the time I finish this sentence, my suggestions will be out of date.

When I think about what’s coming, I focus on what AI can’t do (hello, human touch) and how to use tech to amplify that.

For 2025, differentiation from AI will be key:

🔮 Prediction #1: Generic messaging gets witch hunted.

People are already out there brandishing the ‘Scarlet AI’ at anyone who uses certain phrases or emojis. (And yes, I’ve always used that sparkle emoji, ✨ thanks ✨)

But there’s a nugget of truth buried deep in the pitchfork pile:

If we use a generic voice to appeal to the masses, it’ll appeal to not one soul.

In 2025, while AI churns out reams and reams of word salad, quality will be your secret weapon. Go ahead, use AI as a copy assistant, but make sure you are saying something unique that connects.

That connection?

It comes from knowing your voice and who you’re talking to.

Because people want to work with brands they trust, not corporate speak that could’ve come from anywhere. It’s time to be bold, not bland.

So focus on your messaging.

🔮 Prediction #2: Consent takes the main stage... everywhere.

Tech makes our lives wildly easier (hello, saved passwords!), but we’re all getting more informed about data privacy. And your future clients? They’re gonna care about this stuff.

My prediction:

As we move into working with digitally-native consumers, we must become more proactive with data consent.

What does this mean for you now? Get rid of that Facebook tracking pixel, honey.

What does it mean for you in 2025? Move into zero-party data collection – and shout about it from the rooftops.

TL;DR on the data party situation:

• Zero-party: Your audience chooses to share info (That’s the gold standard, Reader!)
• First-party: You collect it yourself (like through a cookie)
• Second-party: You share that collected data
• Third-party: Tracking pixels & other skeevy stuff

Zero-party data means your visitor chooses what info to give you, willingly, themselves. I wrote lots more about it earlier this year.​

And that’s what consent looks like 🎯

🔮 Prediction #3: The death of the PDF.

Lead magnet, that is.

(First up - if you’re already doing ANY kind of value-delivering lead magnet? That’s a win! 💃🏻)

But let’s get real: PDF downloads are where good content goes to die. They sit in that downloads folder forever, doing nothing for you OR your audience.

In 2025, we’re seeing two major shifts:

1. Newsletters themselves becoming the main attraction
2. People want interaction and personalized experience. This looks like lead magnets that keep folks coming back:
   • Quizzes that deliver personalized insights
   • Private podcast episodes
   • a Notion mini-course
   • Multi-day video series in their inbox

Here’s the thing:

You don’t need new content – just a fresh format that your audience will actually use.

How do you know what platform to use?

Think about where they hang out online, what they find valuable, what platforms and tech they love, and what they actually need.

(And if your data shows your people are PDF superfans? Ignore everything I just said and keep rockin those downloads!)

Story time’s over - want to put these into action in your 2025?

To keep this zero-party data thing going, Reader:

(See what I did there 😆)
​
Take my quick poll below & you’ll get a private link to book your January Scouting Session at 15% off.

🗺️ In a Scouting Session, we map out how to keep your business blooming (without the tech headaches).

Enjoy the rest of 2024 my friend,

​