Digital trends - AI, challenges

Digital Insights: What trends and challenges are shaping the industry?

The digital industry never stands still- so what do the latest digital insights reveal? If our 2025 Digital Salary Survey is anything to go by, the pace of change is only accelerating. From AI integration to upskilling priorities, professionals shared the biggest trends, tech and challenges shaping their work. Here’s what we discovered…

AI in the Digital Workplace: What’s the Impact?

AI continues to influence how digital teams operate. When we asked respondents how AI has affected their teams, the majority pointed to positive outcomes:

  • Improved efficiency in processes and workflows – 44%
  • Automated repetitive tasks – 35%
  • No impact yet – 25%

The top two responses show that AI is moving beyond the hype and becoming a genuinely useful tool for streamlining day-to-day operations. Interestingly, 1 in 4 professionals said AI hasn’t made an impact as of yet. This is a reminder that the adoption of AI tech still varies across the industry.

Emerging Skills in Demand

We also asked what skills are likely to be most in demand in the year ahead, and the results speak volumes about where the industry is headed:

  • AI model development & deployment – 54%
  • Machine learning expertise – 50%
  • Big data processing & real-time analytics – 42%

It’s no surprise to see AI-related skills topping the list, especially given how widely businesses are already using it. As demand for real-time insights and intelligent automation grows, professionals with strong data and machine learning capabilities will be in high demand.

The Challenges of Keeping Up

Of course, with all this change comes a few roadblocks. Respondents shared the top three challenges they face in staying on top of industry trends:

  • Lack of time for learning and development – 60%
  • Rapid pace of technological advancement – 47%
  • Resistance to change within the business – 35%

Time is the biggest obstacle. Even in an industry that values innovation, professionals often struggle to find space in their schedule for upskilling. Combine that with tech moving at lightning speed, and you’ve got a recipe for pressure. Internal resistance to change only adds to the challenge, particularly when teams need buy-in to adopt new tools and ways of working.

Sustainability in the Digital Industry

Sustainability is more than just a buzzword, and digital companies are finding innovative ways to make a positive impact. Here’s what professionals said their companies are doing to be more sustainable:

  • Encouraging remote work to reduce emissions – 55%
  • Switching to digital documentation – 39%
  • Reducing energy usage with cloud solutions – 30%

These changes might seem small, but they add up. With cloud-based workflows and flexible working becoming the norm, the digital sector is well-placed to lead on low-carbon innovation.

Want more digital insights?

AI, upskilling, sustainability…they’re not just trends; they’re shaping the way digital professionals work and grow. The challenge now is for businesses to keep pace, support their teams with development time and embrace the skills and tools that will drive the industry forward. For more insights, download a full copy of our 2025 digital salary survey report!

Want to explore how your business can adapt to these trends with the right digital talent? Submit a vacancy or connect with our team today.

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