How 2025’s digital products will evolve

As platforms converge on AI and social features, the next wave of innovation will come from unexpected places.

When most people hear “TikTok features,” there’s usually some eye-rolling involved. But after 17 years of helping companies navigate digital transformation, I’ve noticed something more profound happening. When working with leaders in financial services, real estate, and healthcare, we’ve consistently discovered that consumers don’t want different experiences for different parts of their lives—whether ordering groceries, planning trips, or buying homes. What looks like feature copying actually signals a fundamental shift in how digital products evolve.