Expert user focused content (UFC) predictions for 2025

AI and its impact on digital marketing activity continues to be a hot topic as we move in to 2025 – particularly for copywriting and content creation!

Our user focused content experts at Click share their predictions on trends set to rise in the new year, that will shape the way we create and produce marketing content in 2025 and beyond!

AI feeding off AI to produce repetitive, tired, content

“As AI-generated content becomes more prevalent in the SERPs, businesses who exclusively use it to spew out unedited copy without human supervision or intervention will begin to suffer a loss of visibility.” – Sophie Deakin, User Focused Content Strategist

As AI tools become more sophisticated, there’s a risk of overreliance on AI-generated content, leading to a surplus of repetitive, low-quality information online. Whilst useful, AI-generated content can only pull information from already published data and information (unless you provide it with your own data) available to it – meaning eventually, if not already, AI will be pulling data from other AI-generated sources on the web.

To differentiate, content creators must prioritise human-centred storytelling, unique perspectives, and emotional intelligence, which AI struggles to replicate. Sophie continues:

“Without a human input, AI will begin to increasingly feed off other AI-generated content, much like an ouroboros, until the SERPs are full of varying blends of the same tired information. Human individuality and creativity is vital for adding value to your content to make it stand out from the rest, as well as injecting variety into the primordial soup out of which AI-generated content evolves.”

There are more balanced and practical approaches to using AI in content creation – for example using it as a tool to enhance the creative process, rather than replacing human creativity. AI can be used for tasks like research, idea generation, and initial drafts, while humans focus on refining, editing, and adding personal insights.

Business websites to become source of reliable information

“As awareness of social media misinformation grows, people will turn to business websites instead for reliable, expert information directly from the source. Unlike social platforms, which can prioritise engagement over accuracy, websites provide a controlled space where businesses can share verified content, build trust and establish authority.” – Lydia Croft, Content Executive

In 2025, businesses will have the opportunity to establish themselves as reliable sources of information. In a digital age where anyone can post anything, and misinformation runs high, trusted and reliable information is extremely valuable, as it becomes increasingly scarce online. Producing a factual, data-driven, and authoritative knowledge hub on business websites will allow brands to build trust with their audience through high-quality, informative content.

Content creation will become a crucial part of wider digital marketing strategies, not only helping businesses attract and retain customers by providing valuable information and solving their problems but also contributing to organic search activity.

Lydia added:

“By publishing expert resources and keeping information up-to-date, companies can position their websites as trusted hubs for potential customers seeking clarity in an increasingly skeptical online landscape.”

Generative Engine Optimisation (GEO)

“I think 2025 will be the year of ‘Generative Engine Optimisation (GEO)’. Alongside traditional SEO practises, I think brands will have to start building GEO into their digital marketing strategies as AI technologies continue to advance. So, instead of focusing solely on static content for search engines, brands will need to optimise for AI-generated responses (like AI overviews) and other interactive experiences.” – Greg Whittaker, Senior User Focused Content Strategist

Search engines are evolving and adapting to include AI-generated content within their search results; one of the most prominent changes seen to Google in 2024 was potentially AI overviews: their new AI-generated snippets that pull data from several sources, featuring at the top of the SERPs. Greg discusses how marketers will need to understand how AI-powered search engines process information and rank content. This includes factors like content structure, clarity, and factual accuracy. He goes into further detail below:

“From what we understand right now, GEO is all about making sure a brand’s content works within generative AI environments as well as traditional SERPs. Everything from conversational assistants like ChatGPT Search and Gemini to more advanced search tools like Perplexity and ChatGPT Search. This means potentially putting more time in on developing strategies that are focused around producing context-aware content that aligns with AI systems and user prompts, as well as continuing with traditional SEO tactics focused more on keywords and backlinks. At the minute, it appears this is still fairly EEAT-based. However, brands and agencies like us will need to monitor the situation and get on top of changes before they start to impact client performance in the future.”

In 2025, brands will have to optimise their content for AI-powered search, focusing on clear headings, concise paragraphs, and easy-to-understand language. This will help AI models better understand and process information.

“For brands, this could mean the need for a fresh approach to content creation, combining human creativity (still crucial!) with AI’s ability to produce personalised, engaging outputs across different formats. I think those agencies that adapt best to GEO will position their brands much more strongly as the go-to sources for generative engines, helping to keep them relevant and visible as the AI revolution continues.”