Cutting Through the Noise in 2025
Chip Allison here, owner of KODA.
Over the past year, I've been closely tracking market shifts, chatting with brand leaders, and analyzing what separates successful brands from the rest in this increasingly crowded digital landscape. The patterns have become clear.
What follows isn't a list of flashy predictions or passing fads. These are the meaningful trends that are driving actual results for forward-thinking brands in 2025. Let's examine what's working.
1. AI That Actually Feels Human
We've all had those robotic AI experiences: "I'm sorry, I don't understand your question. Would you like to speak to a representative?" 😑
But some brands are creating AI interactions that feel genuinely helpful and – dare I say it – pleasant.
Netflix doesn't just recommend "more crime shows" because you watched one thriller. Their recommendation engine picks up on subtle preferences – noticing you prefer character-driven stories or that you watch feel-good comedies on Sundays. That's AI that understands you're a human with changing moods, not just a data point.
Over at Lush Cosmetics, their virtual consultations blend AI product matching with their signature friendly vibe. You forget you're talking to an algorithm because it sounds just like the helpful staff you'd meet in their stores.
Try this: Review your AI touchpoints with fresh eyes. Do they sound like your brand, or like a robot? Are there moments where customers clearly need a human touch? Fix those first.
2. Connected Experiences
Picture this: You spend 20 minutes browsing products on a brand's app, add items to your cart, then switch to your laptop to complete the purchase... and everything's gone. Frustrating, right?
The best brands in 2025 are eliminating these disconnects.
Apple has mastered this. Start setting up your new iPhone, walk over to your MacBook, and it instantly recognizes what you're doing and offers to help complete the process. Magic? Nope, just thoughtful experience design.
Sephora's Beauty Insider program remembers what you purchased in-store when you log in online, making recommendations that consider your complete history. No awkward "first-time customer" emails when you've been shopping with them for years.
Try this: Shop your own brand across different channels. Where do you have to repeat yourself? Fix those friction points and watch your conversion rates climb.
4. Saying More By Saying Less
My favorite trend might be the simplest: clarity is making a comeback.
In a world where we're bombarded with an estimated 10,000 ads daily, brands that communicate clearly stand out more than those shouting the loudest.
Liquid Death built a $700 million water company with a dead-simple message: "Murder your thirst" (and sustainable canned water). No complicated wellness claims or ingredient lists – just attitude and aluminum cans.
Athletic Greens (AG1) dominates the supplement space by focusing on one product that solves one problem exceptionally well, rather than offering 30 different options that confuse customers.
Try this: Can a new customer understand what you offer in 10 seconds? If not, simplify. Ruthlessly.
5. Content People Actually Want to Consume
Traditional ads are becoming white noise. What's working instead? Content so good people seek it out.
Duolingo transformed from "that language app" to a cultural phenomenon by creating genuinely funny TikTok content featuring their slightly menacing owl mascot. They grew from 500K to 10M+ followers by entertaining first, selling second.
REI's Uncommon Path publication provides valuable outdoor content whether or not you buy their gear. By positioning themselves as outdoor lifestyle experts (not just retailers), they stay top-of-mind when customers are ready to purchase.
Try this: What's one piece of content you could create that your audience would genuinely thank you for? That's your starting point.
6. The Human Touch (Amplified by Tech, Not Replaced)
The most memorable customer experiences in 2025 still involve human connection – they're just enabled by better technology.
Zappos famously has no time limits on customer service calls. Their record? Over 10 hours for a single customer. Excessive? Maybe. Memorable? Absolutely.
I still get emotional thinking about Chewy sending handwritten condolence cards when they learn a customer's pet has died. Some customers even receive painted portraits of their deceased pets. That's not scaling customer service – that's scaling empathy.
Try this: Identify the emotional moments in your customer journey where human touch creates the most impact. Focus your team's energy there and automate the rest.
7. Building Communities, Not Just Customer Lists
The difference between a transaction and a relationship? Community.
Peloton isn't just selling exercise bikes – they're selling belonging. Their community features, where members encourage each other and celebrate milestones together, create emotional bonds that make cancellation unthinkable.
Discord has become essential for brands building engaged communities. Companies like Midjourney use it as their primary platform for user interaction, where customers help each other and develop deep product loyalty.
Try this: Create opportunities for customers to connect with each other, not just with your brand. The relationships they form will strengthen their connection to you.
8. Respecting Attention with Minimalist Design
Cognitive overload is real, folks. Brands respecting customers' limited attention are winning their appreciation.
Calm built a billion-dollar meditation app (which I personally love) around an incredibly simple interface that reduces friction at every step. Nothing distracts from the core experience.
Notion conquered the productivity space with a clean, customizable interface that adapts to users' needs. Despite its power, it never overwhelms users with options.
Try this: Conduct a content audit. Is every element serving your core message? If not, be brave enough to cut it.
What This All Means For Your Brand
The thread connecting all these trends? Humanity.
The most successful brands in 2025 aren't using AI, transparency, or community as marketing tactics. They're using these tools to create more human experiences at scale.
Technology enables these connections, but doesn't replace them. Data informs these experiences, but empathy shapes them.
So my final piece of advice? Be technical when it comes to your tools, but be deeply human in how you use them.
That's what it means to create more human experiences at scale in 2025.
