The digital landscape continues to evolve rapidly, with major platforms introducing new AI-driven features and monetisation tools. From Meta’s AI expansion to Instagram’s latest partnership enhancements, these updates are shaping how users interact with technology. Meanwhile, as AI and social platforms advance, the digital detox trend is gaining traction, with more people seeking balance by stepping away from screens.
KEY PLATFORM UPDATES
Meta AI Expands Beyond Social Media with Standalone App Launch
Mark Zuckerberg is joining tech leaders Elon Musk and Sam Altman in the race to develop AI, as Meta Platforms plans to launch a standalone Meta AI app in the second quarter of this year. This move aims to position Meta at the forefront of artificial intelligence, competing with offerings from companies like OpenAI and Google’s parent company, Alphabet. Currently, Meta AI is integrated into platforms such as Facebook, Instagram, WhatsApp, and Messenger. Meta’s upcoming AI app will give users a dedicated space to interact with its technology. The company is also testing a paid subscription model, like its competitors, as it ramps up AI investments with projected spending of £60–£65 billion this year.
Instagram Adds Text-Only Testimonials to Boost Brand Partnerships
Instagram has introduced ‘Testimonials’ within its Partnership Ads, allowing creators to provide concise, text-only endorsements as sponsored comments on brand posts. Limited to 125 characters, these testimonials offer creators a streamlined method to monetise their influence, aligning with the 49% of users who rely on creator recommendations when shopping on the platform. This feature enhances collaboration opportunities between brands and creators, enabling more authentic and effective promotions.
As influencer marketing evolves in 2025, this tool is set to drive more seamless brand integrations, giving creators an easier way to monetise their reach while helping brands build trust through authentic, influencer-driven endorsements
Google Responds to AI Cost Concerns with Flash-Lite
Google has introduced “Flash-Lite,” a cheaper version of its Gemini AI model, aiming to compete with budget-friendly alternatives like China’s DeepSeek. This move comes as investors raise concerns over the rising costs of AI development. DeepSeek’s model was reportedly trained for under £6 million, putting pressure on companies like Google to offer more affordable AI solutions while balancing cost and performance.
INDUSTRY TRENDS
Digital Detox Trend Surges as Screen Time Concerns Grow
Growing concerns about excessive screen time are driving the digital detox trend in 2025, as more people seek to disconnect and regain balance. A recent survey found that 38% of UK consumers recognise the negative effects of excessive digital use and are keen to take a break. This shift is influencing lifestyles, with “dumb homes” designed with minimal technology becoming more popular than traditional smart homes. Digital detox retreats are also on the rise, offering structured spaces for people to unplug and improve their well-being. Notably, NHS Digital reports that the prevalence of probable mental health disorders among children and young people aged 7 to 16 in England increased from 12.1% in 2017 to 18.0% in 2022, highlighting growing concerns about mental well-being.
Using NHS Data to Improve Clinical Trial Recruitment
Clinical trial recruitment is evolving as the NHS leverages electronic health records (EHRs) to identify eligible patients discreetly. The Clinical Practice Research Datalink (CPRD), funded by the NHS and the UK’s medicines regulator, collects anonymous patient data from GP practices to support research while ensuring privacy.
With 80% of clinical trials facing recruitment delays, integrating NHS health records like GP Connect could boost awareness and participation while complying with UK data laws. For research organisations and trial sponsors, this shift enables data-driven, privacy-safe marketing to accelerate recruitment, expand reach, and build trust.
DIGITAL NEWS
Approval of Moderna’s RSV Vaccine for Older Adults
On February 28, 2025, the UK’s Medicines and Healthcare products Regulatory Agency (MHRA) approved Moderna’s vaccine, mRESVIA, for respiratory syncytial virus (RSV) in adults aged 60 and older. RSV is a common virus that can cause serious respiratory infections, particularly in older adults. This approval adds to the UK’s arsenal against RSV, complementing existing vaccines from GSK and Pfizer.
Agreement to Improve GP Appointment Access
A new agreement between GPs in England and the government aims to enhance patient access to appointments and eliminate the rush for bookings at 8 a.m. The deal includes an additional £889 million in funding to cover rising costs and accommodate more patients. By October, GP surgeries are required to offer online appointment requests, freeing phone lines for urgent needs. This initiative seeks to ease pressures on the NHS and improve patient care.
Launch of the European Health Data Space
On February 11, 2025, the European Union officially established the European Health Data Space (EHDS), aiming to enhance the use and exchange of electronic health data across member states. The EHDS provides EU citizens with better control over their personal health data and ensures that researchers, policymakers, and healthcare providers have secure access to this information to improve healthcare delivery and outcomes.
Sources
Influencer marketing statistics. Upgrow [Internet]. Upgrow; [cited 2025 Mar 4]. Available from: https://www.upgrow.com/blog/influencer-marketing-statistics
Digital detox trend among UK consumers. EY [Internet]. EY; 2025 Jan [cited 2025 Mar 6]. Available from: https://www.ey.com/en_uk/newsroom/2025/01/over-a-third-of-uk-consumers-keen-on-a-new-year-digital-detox
Education Committee report on mental health and well-being. UK Parliament [Internet]. UK Government; 2025 [cited 2025 Mar 6]. Available from: https://publications.parliament.uk/pa/cm5804/cmselect/cmeduc/118/report.html
Decentralized clinical trials: Are we ready to make the leap?. BioPharma Dive [Internet]. BioPharma Dive; [cited 2025 Mar 7]. Available from: https://www.biopharmadive.com/spons/decentralized-clinical-trials-are-we-ready-to-make-the-leap/546591/
