This development moves the company toward a future where large language models are no longer just information providers but can take actionable steps across platforms.
“Anthropic is finding ways to make their AI more useful,” Barret said. With Claude now capable of performing, Anthropic is setting the stage for conversational AI to become a more powerful tool for both consumers and brands.
AI thrives without relying on the internet
Edge AI will be another game changer in 2025.
Unlike traditional AI, which relies on the cloud, Edge AI will enable AI to run directly on devices, processing data locally. This means real-time decision-making and enhanced privacy, as sensitive data won’t need to be sent to the cloud. As Snyder puts it, “We’ve reached a point where the cost of manufacturing devices that can handle these AI models locally is now feasible.”
For brands, this means hyper-relevant, instant interactions. Edge AI-powered devices—like smart vending machines that restock based on real-time foot traffic data—could create more personalized and efficient consumer experiences without the need for cloud-based processing.
Social media’s AI video revolution
In 2025, social media platforms like Meta and TikTok will leverage AI to elevate the scale and quality of video content production. According to Laura Desmond, CEO of Smartly, producing high-quality video content has traditionally been expensive and time-consuming.
But AI advancements, especially in text-to-video technology, will significantly reduce costs and expand the possibilities for AI-driven marketing tools within platforms like Meta’s Advantage Shopping+.
Apple’s unexpected AI leadership
Apple has sometimes looked as though it’s lagging in AI, but with its integration of Siri and ChatGPT, the company is poised to become a major AI player in 2025.
According to Adam Brotman, co-founder of Forum3, Apple’s ability to integrate agentic AI and advanced search capabilities into its ecosystem, especially through Siri, will make its devices central hubs for managing daily activities.
This could be enhanced if Apple develops its own search engine, breaking free from Google’s dominance. Of note, the DOJ is pushing to nullify Google’s $20 billion deal with Apple to ensure its search engine is on Apple devices.
“They might develop their own [search engine] or partner with a company like Perplexity—or even acquire it,” Brotman said.
