Walking the floor at HR Tech 2025, it was clear that HR Tech isn’t just adapting to change. It’s sitting at the center of transformation.
The event spotlighted the forces moving fastest across the industry, and three themes rose above the rest: agentic AI, the ongoing need for change management and the persistent challenge of skills alignment.
For HR tech marketers, these aren’t passing trends. They’re signals that should shape positioning, product narratives and buyer engagement strategies in the year ahead.
Agentic AI Moves From Hype to Reality
If there was a buzzword of the week, it was agentic AI. From IBM Chief Human Resources Officer Nickle LaMoreaux’s keynote to panels on hiring and employee engagement, agent-based tools dominated the conversation.
At IBM, the “AskHR” digital-first agent now resolves 94% of employee inquiries — everything from policy questions to HRIS updates. The payoff? A 40% reduction in HR operating budgets. But IBM’s success wasn’t linear. Early rollouts tanked NPS scores until leaders doubled down on culture, governance and thoughtful implementation.
The result is an orchestrated system that goes beyond automation, proactively flagging PTO overlaps, spotting coverage gaps and smoothing HR’s daily rhythm.
Marketing takeaway: Agentic AI is moving into practical reality. Buyers want evidence of business outcomes, not abstract AI promises. Marketers should highlight quantifiable ROI (i.e., cost savings, adoption rates, efficiency gains) and frame AI as an orchestrator that frees HR for higher-value work.
Change Management Becomes a Survival Skill
If AI was the buzz, volatility was the backdrop. RedThread Research’s Stacia Garr noted that many HR leaders feel more prepared for natural disasters than geopolitical crises. Meanwhile, CEOs remain growth-focused, sometimes at the expense of employee well-being.
The message was clear: Change management is no longer optional. In their keynote, Dr. Patrick Leddin and James Patterson urged leaders to embrace their role in disruption, whether as trailblazers or torchbearers. Organizations that pivot quickly, support employees through turbulence and prepare proactively will outpace those that don’t.
Marketing takeaway: Position HR tech solutions as enablers of agility. Messaging that ties products to resilience, adaptability and employee experience will resonate with CHROs under pressure. Proof points like helping companies restructure smoothly or weather market shocks will give your story credibility.
The Skills Mismatch Persists
Even as AI dominates headlines, the skills gap remains HR’s toughest challenge. Labor participation is shrinking, job requirements are shifting, and the gap between what companies need and what workers can deliver continues to widen.
On the expo floor, Skillsoft’s demo drew attention with structured taxonomies and AI-powered training, showing how intentional reskilling can close gaps.
But challenges remain. Many leaders either underestimate the AI already embedded in their systems or struggle to connect it to workforce development. Risks of fraud and over-filtering in AI-powered hiring only underscore the need for human oversight.
Marketing takeaway: Skills are the pain point to anchor around. Frame solutions as strategic partners in workforce transformation, helping HR leaders identify, measure and close skills gaps. Stories of long-term talent development and mobility will resonate beyond quick hiring wins.
Looking Ahead
HR Tech 2025 proved that HR leaders are shaping the front lines of transformation. Agentic AI is no longer theoretical, but adoption requires patience, governance and culture change. Global volatility makes change management a non-negotiable skill. And the skills gap? It’s not going away anytime soon.
For HR tech marketers, the opportunity lies in alignment. Show measurable outcomes from AI adoption. Position your product as a resilience-builder. Anchor messaging in the workforce skills imperative. Vendors that tell these stories with clarity and credibility will win both mindshare and market share in 2025.
