Every year, Forrester shares detailed predictions about what lies ahead in the world of technology. However, an innovative approach from the company is gaining attention: “anti-predictions,” which highlight what probably won’t happen in the following year. For 2025, these anti-predictions offer a new perspective on the future of technology and digital consumption. By focusing on trends that won’t come to fruition, Forrester challenges conventional thinking and offers valuable insights for businesses and consumers.
This unique approach, which began the previous year, gained traction thanks to a positive response. This article discusses some of the main anti-predictions for 2025, including the proliferation of AI PCs, the consolidation of AI providers, and changes to ad-supported streaming services.
Technology professionals can use these anti-predictions to plan for the future of their businesses, while consumers can gain a better understanding of the evolving technology landscape. Follow the trends that won’t shape 2025 and prepare for the real opportunities that will emerge in the coming years.
Advances in AI PCs
Although AI-capable PCs were a major topic at technology conferences in 2024, 2025 won’t be the year they achieve widespread adoption. According to Forrester’s predictions, the usefulness of these devices will still be limited to certain groups of users.
The shift to Windows 11 may drive the adoption of AI PCs, but only 39% of decision-makers, according to Forrester’s Digital Workplace Technology Survey, plan to increase computer upgrades to take advantage of new hardware features. This limitation means businesses won’t see significant benefits until at least 2027.
Limited impact for end users
For consumers, Forrester notes that only 7% of online adults in the US plan to buy an AI PC the next time they purchase a computer. The vast majority, 67%, say they don’t use AI enough to justify such a purchase.
Even so, technology leaders should consider piloting AI PCs with specific employees, laying the groundwork for a future in which AI-enabled devices are more widespread across complex application ecosystems.
The AI Provider Market
Contrary to what some might expect, AI providers won’t consolidate in 2025. Strong demand for specialized AI solutions and the continued growth of startups are keeping the market diverse and competitive.
Industries such as healthcare, finance, and banking continue to seek AI solutions tailored to their specific needs, encouraging the emergence of niche providers. In addition, advances in cloud computing and open-source tools are lowering the barriers to developing new solutions, enabling new entrants in specific markets.
Sustained innovation
Competitive pressure in the AI market ensures that innovation continues at a rapid pace. AI platforms, together with cloud service providers, are creating fertile ground for the growth of AI solutions, effectively discouraging consolidation for now.
Streaming Services and Ads
Streaming services that offer ad-supported plans aren’t losing users. In fact, the use of ad-supported video on demand is growing up to three times faster than ad-free services.
Platforms like Netflix are seeing more than 50% of their new subscribers choose the ad-supported plan. This trend is attributed to rising prices across most platforms, encouraging more users to choose more affordable plans.
Lower impact of ads
Concerns that introducing ads would lead to subscription cancellations have not materialized, with only 7% of consumers in the US canceling a streaming service for that reason. In 2025, streaming services that have adopted ads aren’t expected to face major challenges related to subscription fatigue.
This content was originally published on Forrester.
