Beyond the Hype: What’s Really Happening in Data & AI in 2025

As we close out 2025, one thing is clear: data is no longer just an asset, it’s the backbone of every digital transformation strategy. From AI-powered analytics to decentralised data ecosystems, businesses are rethinking how they collect, process, and leverage data to stay competitive. That’s why we launched the 2025 Data & AI Frontline Survey to uncover what’s working, what’s changing, and what practitioners expect from the year ahead.

However, before we dive in, let’s look at the bigger picture and review some of the key trends defining the data landscape in 2025.

• Data complexity is growing: Gartner predicts that highly consumable data products and metadata-driven data fabrics will dominate strategies, as organisations struggle to manage unstructured data and scale insights.

• Data Democratisation: Data is no longer confined to IT teams. Self-service analytics platforms and AI-driven tools are empowering employees across departments to access and interpret data. This democratisation fosters agility and collaboration, ensuring decisions are data-driven at every level

• Multimodal Data Fabrics and Metadata Management: Organisations are embracing data fabric architectures to unify disparate data sources and enable seamless integration. Coupled with advanced metadata management, these systems improve data lineage, governance, and AI-driven automation across the enterprise

• AI adoption is mainstream: 78% of organisations now use AI in at least one business function, up from 50% six years ago. Nearly 83% rank AI as a top strategic priority.

• Generative AI is everywhere: 65% of organisations are leveraging generative AI for analytics, and early adopters report 56% exceeding business goals, compared to 28% of late adopters.

• Agentic AI is on the rise: Autonomous AI agents that perform tasks independently are emerging as the next big trend. Gartner predicts that 65% of data and analytics leaders will pilot AI agents by the end of 2025, enabling faster insights and reducing manual effort.

2025 Data & AI Frontline Survey

This year we’re looking beyond the hype to understand what’s really happening inside data and AI teams. What’s working, what’s changing, and what you expect from the year ahead.

What’s In It for You?

Early Access: Get the full report before it’s published. 

Prize Draw: Win one of four Amazon vouchers (up to £150).

Bonus Fun: Discover your Data Spirit Animal—a playful, and surprisingly accurate, reflection of your approach to data and AI challenges.

It takes just 5 minutes to complete. Take the Survey Now

2025 is shaping up to be a pivotal year for data and AI. With adoption accelerating and new technologies like agentic AI and synthetic data entering the mainstream, the need for actionable insights has never been greater. Your voice can help shape the conversation and the future.