Beyond Artificial Intelligence (AI) and its shattering impact, more change is upon us, advancing at a rapid clip and propelling a new future for the internet and our digital assets in 2025. What new opportunities and stumbling blocks will arise? And what further technological evolutions can we expect based on existing developments?

With 2025 around the corner, now is the time to answer these questions.

The rise of metadata – the new digital currency

Companies are shifting their data strategies in response to data minimisation trends and regulations like GDPR. While they generally avoid personally identifiable information (PII) to mitigate risks, they are increasingly leveraging unregulated metadata – information generated during digital interactions – as a valuable resource.

Metadata offers insights without directly identifying individuals. For instance, AI can analyse online interactions to infer demographic and behavioral patterns. This focus on metadata allows companies to gain significant insights without triggering regulatory alarms.

To reclaim control over this data, content creators and everyday users can direct traffic to their own domain names, curating what information is shared and how it can be used. Also, by managing their online presence, they can protect their metadata from exploitation by AI models. With metadata accruing as a valuable element from digital interactions, awareness and proactive measures to safeguard digital identities are essential in this evolving landscape.

Encouraging a more digitally inclusive environment

The continued integration of AI is also having a profound impact on domain name visibility (e.g. web addresses and URLs). Chatbot tools depend on large language models (LLMs) to function. And currently, LLMs are predominantly trained in more dominant languages like English, Spanish, or French. There are nearly 7,000 languages and dialects in the world, yet only 7% are reflected in published online materials – creating a significant gap for speakers of less-represented languages.

AI systems are increasingly biased toward established content, particularly from traditional domains (like .com, .net or .org), due to the sheer volume of material available on them – which is ten times more than nontraditional domains (like .info, .world or .pro). This not only restricts information flow but also hampers the adoption of multilingual domains. As a result, entire communities risk being marginalised in the digital landscape.

To foster a more inclusive digital environment, it is crucial to address these biases inherent to AI systems. Promoting visibility for multilingual content and diverse domain names is essential for ensuring that the internet truly reflects the rich linguistic and cultural diversity of our global community. Only by prioritising inclusivity can we create a more representative digital space that serves all users and languages.

Maintaining digital connectivity around sophisticated bad actors

Increasing online identities will also shape digital interactions and domain usage worldwide, with nation-states influencing how information is accessed and shared. This raises challenges for domain security and the management of online identities. We can expect a rise in phishing schemes, where malicious sites mimic legitimate ones using similar domain names. Despite these challenges, domain names remain valuable for establishing one’s digital presence and brand.

This dual nature of domain names – empowering individuals while also posing risks – will define the future of digital interactions. Users must stay vigilant about how their online identities are shaped and potentially compromised. Awareness of these implications will be crucial for ensuring personal safety and maintaining the integrity of digital communication in a world of polished bad actors.

In fact, individuals and businesses alike can protect themselves from new forms of phishing tactics and domain hacks with simple, effective steps. These include asking a domain name registrar to securely lock a domain name so it cannot be fraudulently transferred away. It also requires a proactive and comprehensive plan to immediately address security breaches as they happen and quickly mitigate the associated risks.

The rate of change over the past year has continued to reshape how we interact with both technology and each other. While these advancements have allowed us to do more than we thought possible, it is up to AI research organisations, domain registries and law enforcement to make sure that this innovation is regulated and monitored for the higher good. Luckily for us, we have the right plans in the works to maintain a safe and secure digital world.

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