With the close of 2024 marked by political and economic uncertainty, 2025 promises to be a key year for significant changes in sectors such as the economy, technology, and sustainability. Adela de Toledo, Country Manager of Pure Storage Iberia, shares her predictions for the coming year, highlighting a shift in business priorities and a more critical approach towards emerging technologies, such as artificial intelligence (AI) and cloud computing.
Accumulated spending ready to explode in 2025
After a waiting period caused by political uncertainty in 2024, next year is shaping up to be the moment when governments and businesses unlock investments in infrastructure and public and private projects. De Toledo anticipates that as new governments solidify their agendas, the accumulated spending will drive key sectors, although the challenge will be balancing investment with the growing global debt.
The implementation of strategies to finance infrastructure will be a recurring theme, with discussions that could transform the global economic landscape. This movement will not only reactivate strategic sectors but will also foster public-private collaboration to address economic and social challenges.
Adjustment in artificial intelligence: a more selective approach
Although AI has experienced significant growth since the launch of ChatGPT, 2025 will bring a phase of adjustment. Organizations will be more rigorous in selecting AI-related projects, as many initiatives have not met profitability expectations.
De Toledo warns that generic AI solutions will lose popularity, giving way to more personalized approaches like retrieval-augmented generation (RAG). This model allows for optimized outcomes by tailoring AI to specific needs, reducing risks such as “hallucinations” caused by poorly trained AI systems. This shift responds to business leaders’ demands for clear returns on investment in technology projects.
The sustainability dilemma versus technological expansion
The growth of AI and data centers is having a direct impact on sustainability goals. The increasing demand for computing resources has sidelined energy reduction efforts, but according to De Toledo, 2025 will mark the return of sustainability as a priority on corporate agendas.
Among the anticipated trends are:
- Energy transition debate: Companies will discuss how to meet the growing demand for data centers, with options like nuclear energy gaining prominence. However, this decision will be under intensified scrutiny.
- Impact Accounting: A key tool for measuring and communicating environmental impact and associated costs in a way that is understandable to executives and board members.
- Building data centers: The proliferation of these facilities will be driven by Sovereign Cloud mandates, though the challenge will be maintaining sustainability goals while ensuring adequate energy supply for homes and businesses.
Is the era of unchecked cloud growth coming to an end?
Cloud adoption may peak in 2025. Regulation, rising costs, and geographical restrictions are prompting companies to rethink their strategies.
The DORA Regulation, which comes into force in 2025, will impose strict resilience standards on cloud service providers, particularly in the financial sector. This change will require key players to be more transparent and to take corrective measures in the event of non-compliance.
On the other hand, the disruption caused by Broadcom’s acquisition of VMware will continue to influence the market. Organizations will evaluate alternatives and decide whether to migrate to new platforms or stay with their current providers, depending on how these options meet their needs.
A year of adjustments and new opportunities
2025 will be a decisive year for redefining business strategies in a globally transformative context. From accumulated spending to the restructuring of technology projects and the resurgence of sustainability as a priority, organizations will face the challenge of adapting to a more demanding and regulated landscape.
Adela de Toledo summarizes it this way: “Next year will compel us to be more critical of our decisions, both in terms of investment and sustainability. Only those organizations that find a balance between innovation and realism will be prepared to lead in a changing environment.”