Published by Sue Johns-Chapman
Published Date 30.06.2025 
Leading industry expert and Global Business Tech Awards judge Phil Hobden shares his predictions on the trends that will shape tech innovation and creativity in the next 12 months.
1. AI in Everyday Tools
AI will show up inside your inbox, CRM, spreadsheet and project tracker. It won’t be flashy, but it will quietly draft emails, suggest next steps, clean up messy data, and chase up actions.
2. Real Workflow Automation
Companies will stop talking about automation and actually use it. Expect better integrations that cut admin, especially between systems like finance, HR and sales. Repetitive tasks will quietly vanish.
3. Smarter Customer Support
You’ll speak to AI first, but it will actually help. Think voice tools that can resolve issues, track orders, or fix logins without sending you in circles. It will likley be better than some actual customer service I’ve had from brands in the UK!
4. AI-Generated Content at Work
Most teams will rely on AI to draft reports, posts, job descriptions or presentations. It won’t replace human ideas, but it will get you 80% of the way MUCH faster.
5. Goodbye, Passwords
More apps and systems will ditch passwords for face ID, fingerprint or one-click logins. This will cut friction and boost security. It will also stop me swearing at my machine every few minutes.
6. Office Tech Grows Up
Hybrid work won’t suck anymore. Meeting rooms will have better cameras, transcription tools will just work, and shared docs will track decisions without needing minutes. You can be in teh room without feeling like you are miles away.
7. AI-Powered Selling
Sales tools will do more of the legwork. Expect AI to suggest follow-ups, rewrite outreach for tone, summarise prospect calls, and even flag when deals are going cold. Danger Alert: if everyone is using these, remember that standing out is still key.
8. Intent Data Becomes Practical
You’ll get clearer signals on who’s ready to buy based on behaviour, not guesswork. Good CRMs will surface warm leads automatically based on web activity, tool usage or campaign touch-points. You will still have to pick up the phone.
9. Video Becomes a Default Touchpoint
More buyers will expect short, personal video messages instead of emails or calls. Tools that record and track engagement will be part of the sales stack, not an add-on.
10. Buyer Enablement Goes Digital
Instead of throwing over a deck or a call, sales teams will start creating shared spaces with pricing, product info and next steps all in one live link. Think digital sales rooms that update in real time.
About the Author
Phil is an expert in fintech and financial services, he brings bold ideas to market — fast.
With over 15 years in financial services and the fintech/accounting tech space, he’s had the opportunity to work with some of the industry’s most forward-thinking companies — from NatWest Banking Group to Wolters Kluwer and Visma.
In the past three years, Phil has focused on high-impact, short-term and contract roles — helping businesses sharpen their go-to-market strategies, launch products, and connect with their audience in smarter ways.
Connect with Phil – LinkedIn
