The development of new AI tools, personalization and automation driven by it do not allow to slow down. To a large extent, these aspects will therefore be the focus of the most important events and studies conducted by IAB Poland experts, which are an important signpost for the entire industry.
– As an organization of nearly 250 companies, including the largest digital brands, we feel responsible for the development of the digital industry in Poland, as well as for its standardization and professionalization. […] The Strategic Report, which is a detailed analysis of the market that the community awaits every year, as well as the AdEx Report, which analyzes advertising spending, define the idea that will guide Polish digital this year as well,” announces Wlodzimierz Schmidt, CEO of IAB Poland.
Digital future 2025
The year 2025 in terms of legislation will be particularly challenging for the industry, not only because of the regulations that are already in force or will come into force at the beginning of the year, but also because of numerous announcements of new regulations and documents around legislation.
February will be the first month in which the market will de facto feel the consequences of the introduction of the AI Act regulations banning the use of particularly dangerous AI systems throughout the European Union. In turn, the provisions of the Accessibility Act will take effect in June, and the closer we get to that date, the more doubts there are, especially about the subject and object scope of this legislation.
The coming months will also see a further deepening of AI’s impact on personalization and automation of advertising processes, resulting in potential benefits for companies, increasing innovation, but also the need for education and work related to, for example, data analysis and security. What’s more, after months of work and testing of AI in e-marketing, it’s time to see which of these activities bring the expected results. The January edition of the IAB conference HowTo: AI in Action will focus on this very issue.
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Retail media and e-commerce gaining importance
One of the key trends for 2025 will certainly be the growing importance of retail media and e-commerce. It will also see the development of direct sales strategies through digital platforms. The related challenges will become the focus of important industry conferences like IAB HowTo dedicated to the e-commerce and retail media industry.
The younger generations entering the digital market will also have a huge impact on shaping the future of the industry. On the one hand, they will drive the development of technology and accelerate the adoption of innovations, while on the other hand, they will demand new standards of work from companies, including greater transparency, ethics and attention to data security.
Growing demand for specialists in data analytics, digital marketing or IT project management may result in more intense professionalization of the market. The increase in the number of young talent in the industry also means challenges related to the need to educate and offer flexible career paths to adapt quickly to changing technologies and market requirements.
Digital challenge – challenges for 2025
Dynamic technological, regulatory and social changes are the factors throwing up the biggest challenges for the industry and organizations such as IAB Poland. In order to support digital transformation and continuously respond to current market needs, it will be necessary to further develop educational programs, conduct research, create new working groups and organize industry events.
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The integration of regulations with the rapidly evolving market situation may also prove to be a challenge. Next August, key regulations for the supervision of artificial intelligence will come into force. Mention should also be made of the numerous versions of amendments to the law on the national cyber-security system, or the uncertainties surrounding the establishment of the electronic communications law, as well as the implementation of the copyright law.
Also, the next year in the economy will involve increasing companies’ awareness of ESG (Environmental, Social and Governance), which is becoming increasingly important in the context of digital responsibility and sustainability.
We believe that responsible digital transformation, which takes into account these regulatory aspects, is key to building long-term consumer confidence and sustainability in the sector. Hence our determination to continue working on new guides and research that address the challenges of the future. Collaboration with our members and industry partners is the foundation of these activities, as only together can we effectively achieve the goals of awareness raising, innovation and digital responsibility,” adds Ewa Ziętek – Maciejczyk, Director of Projects and Communications with IAB Poland.
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