XM Knowledge Base
2025
Experience
Trends Hub
Access the world’s foremost reports on what’s shaping customer, employee, and market research experiences, as well as strategic advice, insight, and practical tips on how to use experiences to unlock business growth.
2025
Consumer
Trends
AI hype gives way to skepticism
In 2025, attitudes towards AI have become much more negative — partly due to concerns about it replacing human interaction, one now shared by almost 1 in 2 people.
However, if brands can demonstrate its value, they’ll likely see an increase in consumer trust and technology adoption.
DOWNLOAD CONSUMER REPORTSENTIMENT TOWARDS AI IMPROVES
WITH CONCRETE USE CASES
TOP 5 REASONS FOR POOR EXPERIENCE
Coming out of the pandemic, Hilton, as well as many others in our industry, saw a decline in some of the core experiences—things like a great night’s sleep or a relaxing shower—that drive a positive overall experience. Last year, we built a program that enables our hotels to collect and act on in-stay feedback so they can get the basics right for every guest before they leave.”
JESSIE HARN_
Sr. Dir., Head of Enterprise Customer Insights
2025
Employee
Experience
Trends
Work feels harder and
more chaotic than ever
Unlocking productivity, keeping employees engaged, and reducing pressure means eliminating unnecessary burdens.
Over the past few years, employees have adapted rapidly to meet the ever-changing demands of work and leaders, but organisations have lagged behind on processes, systems, and innovation — and it’s starting to show.
DOWNLOAD EMPLOYEE REPORTTOP DRIVER OF EXCEEDING EMPLOYEE EXPECTATIONS
EXPERIENCE SCORES FOR 18-24 YEAR
OLDS VERSUS ALL OTHER AGE GROUPS
COMPARED TO GLOBAL AVERAGE,
OF EMPLOYEES AGED UNDER 25
Rather than bemoan under 25s’ low intent to stay, leaders should focus on ways to nurture their growth and creativity, stretch their skills, and ultimately capture the enthusiasm to set the workforce up for success for generations to come.”
DR. ANTONIO PANGALLO_
Lead Researcher, Principal XM Scientist
2025
Market
Research
Trends
Synthetic data turns privacy
by design into competitive advantage
As concerns mount about privacy, data scarcity, and survey fatigue, synthetic responses (artificially generated to mimic real-world information) are gaining traction — and researchers are overwhelmingly satisfied with the results.
DOWNLOAD RESEARCH REPORTTOP 5 REASONS FOR USING SYNTHETIC DATA
The rise of digital qualitative research, especially when enhanced by AI, offers us a valuable opportunity to improve our research capabilities. AI’s ability to make qualitative methods faster and more efficient allows us to gather insights in real-time, providing timely data that can inform our strategies and decisions. This aligns perfectly with our goal of becoming more agile in our research approach.”
LAUREN KATZ_
Senior Manager, Consumer Insights
RESOURCES_
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