Last week, we welcomed a full house of curious minds to the first Shift Afterwork event in 2025. The evening centered around the launch of our Shift 25 report with key trends in digital and AI. Five speakers took the stage for quick-fire talks that got straight to the point: how to make AI feel more natural in conversation, ways to use data that actually help businesses grow, what tomorrow's technology interfaces will look like, and how to build products with AI embedded people actually want to use. 

The excitement at our event reflected what we've seen across the industry: AI is transforming business at an unprecedented pace. And this is precisely why this year’s report is so heavily focused on AI…

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AI: The new paradigm

For 15 years, we've helped companies build better digital products. We don't just talk about technology—we use it every day to solve real business problems. That's why our Shift 25 report is different: it's based on what works, not what might work.

Something big has changed this year. AI isn't just another tech tool anymore—it's changing everything we do and evolved rapidly, e.g. who heard about Deepseek recently? Just like computers, smartphones, and the internet changed how we work, AI is now reshaping every part of business.

So, what can you expect from this report?

Hannes Van de Velde and Lana Van Marcke open with strategic frameworks for the digital age, offering practical approaches to navigate technological change while balancing present operations with future innovations. David De Cremer follows with an examination of AI's human impact, highlighting the critical need to maintain workplace wellbeing and human connections amid increasing automation.

Laurence Van Elegem explores the fascinating development of World Models, where major tech companies are pushing beyond language processing to create AI systems that understand physical space and motion. This development promises to revolutionise multiple sectors, from gaming to healthcare. Nina Žižakić and Peter Vermaercke take us into the world of AI agents, describing how these autonomous systems are advancing beyond simple chatbots to handle complex, multi-faceted tasks.

In their piece on AI-driven design, Niels Boey and Peter Vermaecke outline the challenges and opportunities in creating AI products, emphasising the importance of accessibility and personalisation. Sebastiaan Van den Branden's article on data strategy marks a paradigm shift from data collection to meaningful data connection, proposing a more distributed and collaborative approach to data management.

Stijn Spanhove and Bram De Coninck provide insights into the powerful combination of XR and AI, showcasing practical applications in training, maintenance, and everyday life, while highlighting its potential to transform remote work. Frederik De Bosschere's forward-looking piece explores the future of personal devices, examining how we might move beyond traditional smartphones to new forms of human-computer interaction. The report concludes with a letter written by students from St Lievens College, as a Gen Z message to tech innovators, to underline the importance of long-term thinking in technological environments. 

These articles demonstrate how businesses can successfully navigate AI transformation by balancing two key elements: adapting strategic frameworks and preserving human-centered values throughout the process.

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Beyond the hype

It's crucial to remember that AI, whilst powerful, is ultimately "just" a technology—a tool to enhance user experiences and optimise operations. Today's AI is more accessible to businesses than ever before. As teams develop AI expertise, they discover it's not magic but a craft that blends design, engineering, data science, and strategy.

While there's no need for intimidation, there is an urgent need to accelerate, so the real question isn't whether you should adopt AI, but how you can implement it effectively.

We know AI can seem complicated. That's why we've made this report simple and practical. The Shift 25 report will provide you with key trends, proven and tested frameworks, and actionable insights. Whether you're in IT operations or boardroom innovation strategy, it provides the knowledge needed to navigate this AI-driven future.

Stay tuned as we release individual articles in the coming weeks. For immediate access to the complete digital report, get your copy here.

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