“2025 is the year of…” our advisors share their predictions for the year

AI: Agents move in, and our models begin to reason

“AI agents will become a part of everyday life in 2025 – not just in conversations, but also in practice. ChatGPT-style tools with built-in task-solving abilities will become commonplace, and the underlying logic will spread to larger systems. At the same time, reasoning models (AI that thinks logically and solves tasks step-by-step) will have their breakthrough. They have existed somewhat in the shadow of the large language models, but with DeepSeek’s R1 and OpenAI’s latest initiatives, we will see AI models that think differently than the language models we know today, requiring a period of adaptation.“

– Allan Toft Hedegaard Knudsen, Senior Director & HUB Lead for Data Science & Analytics

 

 

Future insights and decision-making require human attention

“2025 will not be the year when AI takes over anthropology – instead, human understanding will become even more important in the age of AI. AI can help us map the world, but only humans can add meaning to that map.

In 2025, it will be crucial to understand how AI affects our lives, behavior, and relationships – while also using AI as a tool to strengthen our insights. Anthropology remains indispensable because it uncovers the human nuances that AI cannot see or comprehend.”

Read more about AI in anthropology here.

– Sanne Nissen Møller, Director & HUB Lead for Human Minds & Anthropology

 

 

”Cool-cation”: Southern Europeans head north

”Climate change is in full swing – and it brings an unexpected effect to Denmark: A wave of Southern Europeans will flock to our hotels and holiday offerings to escape the heat and heatwaves in the south. In short, the number of, for example, French overnight stays in Denmark will surpass 500,000 in 2025 – 30,000 more than in 2023. The trend is clear: tourism is becoming increasingly climate-driven, and Denmark is part of the ‘cool-cation’ trend.”

– Martin Østervig Larsen, Managing Director for Tourism, Culture & Places

 

 

If you’re Greenlandic and want to participate in a poll, 2025 is your year!

“With elections for Naalakkersuisut on March 11 and enormous international attention, 2025 will be a record year for the number of opinion polls conducted in Greenland. So, if you’re Greenlandic and dream of being randomly selected and asked about your opinions, this is the year to bet on!”

–  Thorkil Klint, Senior Manager for Polls & Social Science

 

 

Millennials are changing the rules of the labor market

“In 2025, Millennials will become the largest generation in the workforce – and their influence will be felt. Their demands for purpose, flexibility, and ongoing feedback will force companies to rethink both leadership and workplace culture. From our own survey with the Job Satisfaction Knowledge Centre, we know that Millennials prioritize workplaces where they can develop professionally, create value, and build strong relationships. This challenges traditional frameworks like the nine-to-five structure and hierarchical systems more than ever before. For companies that fail to adapt, the consequence will be clear: a generational shift, quick to show their unsatisfaction“

– Anne Sofie Evert, Senior Manager for Civil Society & Politics

 

 

Municipalities will become more central than ever

“Municipal politics will be one of the major talking points in 2025 – not only because the municipal elections are approaching in November but also because the government has placed municipalities at the forefront of saving the welfare system with a double-digit number of new reforms to implement.

The municipal outlook for 2025 is anything but calm. Budgets are tighter than ever, and at the same time, municipalities are expected to deliver more flexible and citizen-centric solutions. Adding the upcoming reforms, systems will be under considerable pressure.

We already know that municipalities prioritize and act differently in many areas. If 2025 becomes the year municipalities gain greater autonomy to handle their own challenges, we will see even greater disparities, requiring strong leadership and new management tools.

Will municipalities be set free? Or are we instead facing a time of greater demands, less financial leeway, and increased expectations from both the state and citizens? One thing is certain: the role of municipalities will be more central than ever before.”

– Christian Fischer Vestergaard, Senior Director for Public Sector

 

 

Safety becomes the new buzzword in public transport

“Punctuality and timetables have been the focus of public transport for years. But in 2025, the focus will shift: passengers’ needs will take center stage, and safety will become a key concept. We expect that across all transport operators, there will be a focus on the entire customer journey in 2025 – from station safety to more flexible mobility solutions that better meet individual needs.“

– Andreas Michael Lund-Le, Senior Director for Transport & Mobility

 

 

Record numbers of travelers – an opportunity disguised as a problem

“Record numbers of travelers in 2025 will put the infrastructure of both Danish and international airports under pressure, potentially impacting the passenger experience unless the situation is handled proactively and in a data-driven way. Travelers’ demands for seamless experiences and high expectations for personalized services will only increase. At least one executive will find themselves frustrated, wondering why passengers can’t just behave as they did a few years ago.

Thus, 2025 will bring important decisions, massive investments, and an increased focus on optimizing capacity within existing frameworks to meet both growing demand and ever-rising expectations for the overall travel experience.

The airports that succeed in 2025 will not only have set new passenger records but will also have created meaningful and inclusive innovation, closely aligned with passenger needs, and accelerated investments in technology and infrastructure to make travel better and more accessible – for all groups, regardless of needs.”

– Martin Fansher Holten Hansen, Senior Manager for Aviation

 

 

Do you agree?

If our predictions have sparked your thoughts, then we have succeeded! We hope you feel inspired to meet the future with new perspectives.