Jens Krumm, Vorstand +Pluswerk
Jens Krumm

CEO of +Pluswerk and Digital Entrepreneur

As a European provider of digital solutions, we are looking at an industry that is changing at a breathtaking pace. From disruptive technologies such as generative AI to new search engines such as Perplexity or, most recently, ChatGPT and hyper-personalised, automated online marketing: the way in which providers (can and should) communicate with their customers is evolving rapidly.

To help our customers and prospects prepare for the innovations to come, in this article we take a look into our crystal ball and share our personal predictions - a comprehensive ‘best of’ the innovations and developments that are likely to characterise the year 2025.

Trend 1: Artificial intelligence (AI) and automation

Ein humanoider Roboter mit Anzug und Headset steht neben einem weiteren futuristischen Roboter. Beide symbolisieren die Verbindung von Mensch und KI in einer modernen, technologischen Umgebung.
People with technological enhancements and androids working side by side in customer service - a glimpse into the not-too-distant future?

Artificial intelligence is revolutionizing the way companies can interact with their customers. With the help of AI, companies can analyze large amounts of customer data to gain new insights into the actual customer journey of their customers. This knowledge enables hyper-personalization: customers receive individual messages exactly where they are on their journey - be it by email, in apps or on websites.

This precise approach significantly increases the relevance of content and, above all, the conversion rate. Companies such as EasyJet show how effectively AI can be used: A newsletter that was based on customers' travel history, for example, led to a 25 percent increase in the click-through rate (CTR). According to a recent Deloitte study, almost half of all companies in Germany are already using AI in customer service.

Personal chatbots and backend extensions

Automation complements this trend by making operational marketing processes much more efficient. For example, cosmetics provider Sephora has developed an AI-supported chatbot that gives customers personalized product recommendations. The bot analyzes preferences, purchase history and even skin type to suggest suitable products. And with great success: the chatbot has significantly increased both customer satisfaction and conversion rates in e-commerce.

+Pluswerk is currently working with a pilot customer from the German university sector on a similar ChatBot in the area of student advice. The ChatBot provides advice in natural language to young people looking for a first degree and to people already in employment who want to continue their education. It shows users the university's suitable courses and also helps with formal questions such as enrolment. An important aspect is the implementation on the university's own servers in order to avoid data protection issues.

Another example is AI extensions for e-commerce platforms (such as our "AI extension for Pimcore"). This allows product data to be generated or updated much faster in the backend than ever before. The new extensions connect PIM systems with AI-based translation and text creation services to efficiently generate context-based, multilingual and brand-appropriate content.

Trend 2: Digital sustainability and accessibility

A whiteboard with design and coding plans for a mobile app. It shows different stages of app development, including wireframes, coding flow and UX (user experience) elements. A person points to the board with gestures and explains the visualized process.
Sustainability and accessibility already begin in the design phase of a digital offering.

Consumers are becoming increasingly aware of sustainable business practices - and they increasingly expect transparency from companies. This includes the disclosure of production methods, supply chains and working conditions where relevant.

In the digital sector, this development is reflected in the choice of environmentally friendly strategies, e.g. cloud hosting with 100% green electricity or initiatives such as internship programs for disadvantaged groups. Companies that actively integrate sustainable values into their marketing not only create trust, but can also effectively and credibly set themselves apart from their competitors.

Accessibility as a competitive advantage and obligation

Equally important is digital accessibility, which ensures that websites, apps and digital platforms are accessible to all people - regardless of physical or cognitive limitations. Accessibility is not only an ethical approach, but also makes economic sense: studies show that user satisfaction increases significantly when platforms meet the requirements of the WCAG standards (Web Content Accessibility Guidelines) (see also our article "WCAG 2.2 for companies and universities").

Even middle-aged people who are still in the middle of their professional lives have difficulties with non-accessible colors, contrasts, font sizes or small clickable elements on screens. To experience such limitations for yourself, we invite you to visit us at an event. With interactive activities such as the "Age Man" tremor simulator and our accessibility memo game, we clearly demonstrate the importance of accessible design and how it can be implemented in practice.

When the German Accessibility Reinforcement Act (BFSG) came into force this year, companies are also legally required to make their digital offerings accessible. The law and EU Directive 2019/882 (European Accessibility Act) oblige companies that offer their products and services digitally to make them accessible from June 28, 2025. Implementing digital accessibility requires technical expertise and well thought-out planning. The accessibility solutions from +Pluswerk show how companies can benefit in the long term and sustainably from well thought-out UX design and inclusive technologies.

Trend 3: Digital sovereignty and open source

Abstrakte Darstellung einer digitalen Weltkugel mit leuchtenden Binärzahlen, die Vernetzung, Datenfluss und globale Digitalisierung symbolisieren.
With open source projects such as TYPO3, Nextcloud and OpenGPT-X, companies are shaping their digital future securely and independently.

Digital sovereignty means maintaining control over technologies, data, clouds and processes without being dependent on global technology giants or proprietary platforms. In a world where data security, data protection and compliance with local laws are becoming increasingly important, digital sovereignty is a decisive factor for companies and institutions.

Digital sovereignty further strengthens innovation and resilience, enables compliance with national and European standards and ensures secure and self-determined handling of data. Especially in times of growing cyber threats and constantly changing international regulations, this is essential in order to remain competitive and legally compliant in the long term.

Open source for more independence and security

Open source software (OSS) can be a central building block for digital independence - and in our view, it absolutely should be. The open source code makes it possible to identify security gaps and fully adapt the software to your own needs. This makes companies independent of updates or specifications from proprietary providers. At the same time, OSS allows the sovereign storage and management of data on your own servers, which significantly strengthens data protection.

Examples include TYPO3 as an open source CMS with European roots, which is currently being promoted as GSB 11 by the German government as the standard web CMS for public authorities. The Nextcloud collaboration platform is very popular with public authorities, particularly in Germany and France, and current projects such as OpenGPT-X offer alternatives to commercial AIs such as ChatGPT & Co. Other examples include Moodle, an open source learning platform, and OpenStreetMap as an open alternative to commercial map services.

Since its foundation, +Pluswerk has consistently relied on open source solutions such as TYPO3, Pimcore and Shopware. This commitment goes beyond mere use: we have been actively involved in the respective communities for years, sharing our knowledge, driving innovation and thus sustainably strengthening the development and future of these technologies.

Trend 4: Product Experience Platform (PXP)

Zwei Frauen präsentieren Kleidung in einem Livestream vor einer Kamera, umgeben von Einkaufsartikeln und einem Laptop – eine Szene, die Social Commerce und Live-Shopping symbolisiert.
With personalized content and interactive features, PXPs create seamless product experiences across all channels.

A Product Experience Platform (PXP) is the next evolutionary step in e-commerce. It combines existing technologies such as Product Information Management (PIM), Digital Asset Management (DAM) and Content Management Systems (CMS) to provide companies with a central platform for managing, optimizing and personalizing their customers' entire product experience.

From ideation to product delivery to the post-purchase phase, a PXP supports customer centricity by enabling personalized content and tailored product recommendations. Functions such as 360° product views, augmented reality or product videos are designed to create an interactive product experience.

Personalized experience and consistent data

The rise of PXPs is being driven by decisive market changes this year. Customers today expect seamless, personalized experiences and are disappointed when these are lacking. At the same time, PXPs offer potential competitive advantages for companies that know how to use them properly. A PXP creates a reliable and consistent "single source of truth" for product data across all channels.

Consistent product information is a decisive success factor, as inconsistent data is a criterion for exclusion for 80% of consumers. In e-commerce, a PXP can become the strategic basis for meeting customer expectations, driving digital transformation and staying ahead of the competition.

Trend 5: Voice search as a new SEO challenge

SEO in Buchstaben: Scrabble-Steine mit den Buchstaben S, E und O auf einer Holzoberfläche, die Suchmaschinenoptimierung symbolisieren.
Increase visibility in language searches and secure competitive advantages with clearly structured content, long-tail keywords and FAQs.

With the increasing use of voice assistants such as Google Assistant, Alexa and Siri, the way in which users make search queries is changing. Instead of individual keywords, they use conversational, complete sentences and expect precise answers. This poses new challenges for SEO experts: Content must be optimized not only for traditional search queries, but also for natural language.

The integration of natural language processing (NLP) and the creation of short, concise answers are crucial in order to appear in featured snippets. Featured snippets are those answer boxes that voice assistants often read out directly, citing the website as the source.

SEO strategies for a voice-based future

Companies that implement these new requirements at an early stage can secure a competitive advantage. Measures such as optimizing for long-tail keywords, using FAQs and implementing schema markup will ensure that websites perform better in voice searches. Local search terms are also essential in order to be present for "near me" queries.

Multimodal search experiences that combine text, voice and image are also becoming increasingly important. Companies that structure their content clearly, provide relevant answers and focus on naturalness not only strengthen their brand awareness, but also lay the foundation for sustainable SEO performance in an increasingly language-based SEO world.

Conclusion: Design now to survive tomorrow

The trends for 2025 - from AI and automation to digital sovereignty, voice search and PXPs - show one thing very clearly: digital marketing is changing rapidly. Companies are faced with the challenge of adapting to new technologies and rising customer expectations. Adaptability and a willingness to innovate are crucial in order to remain successful in a highly competitive environment.

As +Pluswerk, we support you in proactively integrating these trends. Together, we develop customized solutions that strengthen your digital presence and future-proof you. Take advantage of the opportunities offered by these developments and stay one step ahead of your competitors. We look forward to helping you shape your digital success story!

The future lies ahead of us

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