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Category: Trends

2025 business trends: Adoption of AI fuels global growth in digitisation

Leaders from emagine’s offices in France, the UK, Germany, Ireland, Poland and Denmark discuss key trends defining the year ahead. They examine AI’s growing impact, industry-specific solutions, and how businesses are reclaiming control over digital transformation in a fast-changing world.

As we begin to settle into 2025, our CEO, our AI practice expert and several of emagine’s Managing Directors across France, the UK, Germany, Ireland, and Denmark reflect on the trends, opportunities, and challenges shaping the business consultancy landscape.

Each expert brings their local perspective, offering insights into the future of business and technology in their market.

Key themes include the adoption of AI, the rise of specialised solutions tailored to specific industries and the ongoing drive for taking back ownership of digital transformation across global markets.

 

A spotlight on AI: Mariusz Misiek, Head of AI Practice at emagine

emagine-AI meetup_AI-250124_Mariusz_Misiek (5)

Across our markets, the business landscape in 2025 will be characterised by the rise of specialised AI solutions.

This marks a departure from generic AI, as companies implement tailored solutions designed for specific industry challenges and that have synergy with their specific business. Manufacturing and supply chain operations in particular benefit from AI’s ability to enhance predictive maintenance, optimise workflows, and improve operational efficiency.

Data is increasingly emerging as a strategic asset, with businesses revolutionising decision-making by combining diverse data streams to build predictive models.

Sustainability will also drive innovation, as companies discover the dual benefits of environmental responsibility and operational efficiency. For example, AI-driven energy optimisation in manufacturing underscores how technology can align environmental and financial performance.

The greatest impact in 2025 will stem from the power of industry-specific AI tools and embeddable AI agents, enabling new business models and approaches.

However, challenges such as integration hurdles, skills gaps, and change management remain.

emagine has an opportunity to help organisations achieve success by bridging the gap between AI capabilities and real business needs, emphasising collaboration between technologists and domain experts.

MD Denmark, Simon Svarrer

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Denmark and the general business climate are of course affected by the uncertainty in the world today. That said, there is still a strong focus in Denmark on digitising our customer’s business’.

The push for digital transformation is still strong, with companies looking to integrate IT into their core strategies by 2025. The need for adopting AI as a real business driver, modernising legacy systems and addressing IT skills shortages are key market drivers for both public and private sector.

These are all areas where emagine can deliver a strong value proposition to the market.

This will call for businesses to take greater ownership of IT, reversing outsourcing trends to leverage IT as a strategic enabler.

We have seen customers such as Courts of Denmark and financial services organisations benefit from this way of thinking already.

This shift presents a significant window of opportunity for emagine to disrupt traditional IT models in Denmark’s lucrative market for IT consultancy and outsourcing.

Legacy system modernisation and the integration of new technologies are essential to helping businesses allocate resources toward future-focused innovation.

However, challenges such as balancing legacy system maintenance with innovation, cybersecurity threats, and leveraging AI effectively persist.

emagine Denmark is uniquely positioned to guide businesses through these complexities, enabling them to navigate risks while capitalising on transformative opportunities

MD United Kingdom, Doug Collyer

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In the UK, 2025 will see a focus on the integration of AI into everyday business processes. AI’s transformative potential continues to disrupt industries, particularly financial services, where it drives innovation and growth.

Data strategy remains a focus, underpinning efforts to manage risk, ensure regulatory compliance, and enhance operational governance.

Organisations face immense pressure to reduce costs and manage budgets while adjusting to the ever-evolving business landscape.

Despite the opportunity to innovate through AI development, the UK’s political environment presents a volatile backdrop, testing the resilience and adaptability of all businesses.

The emagine UK 2025 strategy has been built on innovation, predictive modelling, flexible talent management, and vendor optimisation.

The development of nearshore and offshore resources will further support cost-efficiency goals, both for emagine and our clients, while ensuring delivery excellence.

Challenges include the unpredictable economic environment and heightened regulatory scrutiny. Companies must balance innovation with robust controls, navigating a landscape marked by complex risks and increased enforcement actions.

Success will be based on a strategic approach to change, where resilience and adaptability are core priorities.

MD Germany, Stefan Frohnhoff

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Germany entered 2025 in the midst of political uncertainty and economic pressures, having experienced a 0.2% contraction of GDP in 2024 and a lowered growth forecast for the year ahead. Rising costs and skilled labour shortages also pose risks to business growth.

Aside from the aftermath of the February elections, in 2025, Germany’s business landscape will be shaped by evolving regulatory frameworks and increasing digitalisation.

For example, the cost and resources involved in implementing the Digital Operational Resilience Act (DORA) will have a significant impact on the banking and insurance sectors, with many firms still working on compliance, particularly in relation to ICT and third-party supplier risk management.

With the deadline for compliance now gone, there is an urgent need for action, not least because compliance will help businesses to protect against growing cyber security risks.

Financial institutions must adapt to having stricter oversight when pushing forward with digital transformations and leveraging AI to enhance efficiency and risk management.

Digitalisation will continue to drive change across the board, but particularly in critical infrastructure sectors, including rail, and the public sector, where investment in modernisation is essential to meet customer demands.

We expect to see large-scale adoption of AI but the shortage of skilled talent presents a stumbling block, putting emagine in a strong position to plug this resource gap.

Decarbonisation continues to drive the energy sector's transition to renewable energy sources and a greater reliance on wind and solar power.

As businesses navigate economic uncertainties over the next year, those that prioritise digital innovation, regulatory compliance, and scalability will be best positioned for long-term success.

MD Ireland, Gillian Whelan

Gillian-Whelan

This year will be the start of significant change for emagine Ireland. Much like other countries we operate in, large scale adoption of AI will be a focus.

After years of limited trials and little understanding of the technology, businesses are expected to widely implement AI this year, leveraging technological advances and workforce upskilling to improve efficiency, customer experience, and competitiveness.

While a new US administration may prioritise job repatriation, Ireland's strong US investment ties, EU market access, and skilled workforce position it well to withstand potential disruptions.

Domestically, Ireland faces challenges such as housing shortages and talent challenges, however the incoming government’s ambitious plan to build 300,000 homes offers some hope.

Companies embracing flexible talent strategies and nearshore services are in the pipeline to manage these challenges most effectively.

MD France, Xavier Ferrieux

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Following a modest growth rate of 2.1% in 2024, the French economy faces a balanced outlook for 2025. Companies are exercising caution, slowing investments and recruitment plans.

However, the French market shows potential for those who adapt to the changing environment. Using a consultancy is an effective way to ride this trend. emagine’s focus on managed services and nearshore solutions will provide clients with the agility to adapt and opportunities to optimise costs in IT services.

France's political instability is a major factor influencing the business climate in 2025. With a new government in place, strategic decision-making is stalled, leaving many companies hesitant to invest.

Despite this, the growth of cybersecurity and data practices stand out as urgent areas that require attention. emagine's nearshore solutions, bolstered by our presence in Portugal, are on hand to support businesses as they keep up to date and remain compliant.

Challenges include external factors such as market slowdowns and potential price dumping from competitors.

Nonetheless, emagine France remains optimistic, counting on the contribution of talented newcomers and an emphasis on efficiency to make 2025 a successful year.

2025 outlook from the CEO, Anders Gratte

Anders Gratte, Group CEO of emagine

Agility, innovation, and a client-centric approach remain at the core of emagine's operations, ensuring we consistently address the unique business needs of our clients.

Following our strategy and vision to become an industry pioneer, we are ready to make 2025 a transformative year while maintaining a measured and sustainable approach to growth.

By leveraging advancements in AI, enhancing our IT ecosystem for greater resilience and efficiency, and by scaling our Bestshoring approach globally, emagine is well-positioned to deliver impactful solutions.

Our organic sales growth, driven by securing new large global clients across countries. As we adapt to diverse market dynamics and capitalise on emerging opportunities, emagine remains committed to long-term success into 2025 and beyond.

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