Is your investor relations strategy ready for the new year? As 2025 approaches, investor relations professionals are facing a landscape that’s becoming more technology-driven and complex. The dynamics of public markets are shifting, presenting both challenges and opportunities for public companies striving to maintain clear communication, transparency, and connection with investors.
The coming year presents an opportunity for IR teams to fine-tune their approaches. By understanding and adapting to the trends shaping the industry, teams can stay ahead of challenges and maximize their impact. Below, we explore five trends set to define IR in 2025 and offer practical insights to help you prepare.
Trend 1: AI Finds Its Place in IR
Artificial intelligence (AI) is becoming a cornerstone of effective IR operations. While 2024 saw the technology gaining traction, 2025 will be the year AI becomes fully embedded in the day-to-day work of IR teams.
Laura Hayter, CEO of The Investor Relations Society, notes:
“Our 2024 member survey indicates that, whilst there is widespread use of AI by suppliers, AI tools are yet to have a transformative impact on day-to-day IR. However, identifying how, when, and where to use AI to best effect features heavily as a priority issue for 2025.”
For IR teams, AI offers practical solutions for routine yet time-consuming tasks. These include analyzing engagement data, synthesizing investor interaction histories, and generating first drafts of reports or presentations.
Darrell Heaps, Founder and CEO of Q4, adds:
“In 2025, AI will solidify its role as a transformative force in investor relations, becoming a defining trend for the industry. The divide will grow sharper between businesses that fully embrace and innovate with AI and those that lag behind. Organizations that harness AI effectively—strategically integrating it to enhance insights, streamline processes, and deepen stakeholder engagement—will be best positioned to navigate challenges, uncover new opportunities, and deliver impactful outcomes in an increasingly competitive landscape.”
Incorporating AI effectively doesn’t require an overhaul—start small by automating repetitive processes and scale up as your team becomes more comfortable with the technology. For additional tips on how to harness AI in IR, check out our AI White Paper for trends, challenges, and use cases.
Trend 2: AI Gets Scary—Navigating the Risks of Synthetic Media in IR
As AI capabilities advance, 2025 will see an explosion of synthetic media technologies such as avatars, deepfakes, and hyper-realistic AI-generated content. While these tools offer innovative ways to personalize and scale investor engagement, they also introduce significant ethical and security concerns for IR teams.
The potential for misuse—such as creating deceptive communications or impersonating company representatives—raises questions about trust and authenticity in IR. For instance, what happens if a malicious person uses a deepfake to mimic an executive delivering false guidance or shareholder updates?
These risks highlight the need for a proactive approach to AI adoption in IR:
- Authentication Standards: Implement strict measures, such as blockchain-based verification or watermarking, to ensure the authenticity of digital assets.
- AI Transparency: Choose solutions that provide a clear understanding of how AI-generated content is created and used, avoiding the opacity of “black box” systems.
- Ethical Guidelines: Develop a framework for how and when synthetic media can be used, ensuring alignment with corporate values and compliance regulations.
- Human Oversight: Maintain human review processes for all AI-generated content to prevent unintended or unethical uses.
“As synthetic media becomes more pervasive, IR teams must balance innovation with responsibility. By embracing secure AI tools like those offered by Q4, companies can harness the potential of AI-driven communications while safeguarding their reputations and shareholder trust,” remarks Heaps.
Trend 3: The Rise of IR Ops—Solidifying a New Category in Investor Relations
In 2025, the investor relations landscape will witness the solidification of the IR Ops (Investor Relations Operations) category. As IR evolves into a more strategic function, the demand for unified platforms like Q4’s IR Ops software is transforming how teams operate. IR Ops represents a paradigm shift, consolidating fragmented tools, workflows, and data into a single, cohesive ecosystem designed to streamline operations and elevate IR practices.
This new category redefines what’s possible for IR teams by providing:
- Integrated Data: Seamless connectivity between engagement analytics, investor targeting, reporting, and communications, offering a comprehensive view of investor activity.
- Enhanced Collaboration: Breaking down silos within IR teams and across organizations to foster efficient workflows and stronger strategic alignment.
- Real-Time Insights: Instant access to actionable insights, enabling quicker and more informed decision-making in response to market dynamics.
As IR Ops becomes the standard, IR teams will shift from managing logistical challenges to focusing on strategy and value creation. Platforms like Q4’s not only consolidate tools but also drive better outcomes by empowering professionals with the intelligence and tools needed to thrive in an increasingly complex market environment.
To explore how IR Ops is redefining investor relations, read our eBook: “Revolutionizing Investor Relations with AI-Driven IR Ops Software”.
Trend 4: Experimenting with Short-Form Video for Retail Investor Engagement
Retail investors are an increasingly significant audience, and in 2025, connecting with them will require creativity. Short-form videos, inspired by the popularity of platforms like TikTok, are emerging as a powerful tool to engage this demographic.
“Retail investors are an important and increasing part of the UK stock market, providing significant amounts of liquidity in daily trading as well as driving share price moves,” explains Hayter. However, nearly a third of IROs surveyed in 2024 found engaging with retail investors ‘fairly’ or ‘very difficult,’ a challenge that rises to over half within the FTSE 100.
To address this, companies are utilizing a variety of tools to create interactive experiences. Platforms like X (formerly Twitter) and LinkedIn allow companies to share video updates that resonate with retail investors globally.
“Video is transforming how companies engage retail investors by making complex financial information accessible, transparent, and relevant,” remarks Heaps. “By pairing clear headlines with engaging visuals, IR teams can turn earnings results into concise, impactful content that resonates with a broader audience, driving deeper investor trust and engagement.”
Trend 5: Moving Away from Open Systems – Emphasis on Secure Platforms
As cyber threats grow more sophisticated, protecting material non-public information (MNPI) has become a top priority. Open systems, like email, pose significant risks for IR teams handling sensitive communications.
“The recent flurry of US enforcement action on cybersecurity disclosure is a stark reminder that IR teams must ensure that cybersecurity reporting is as informative as possible,” says Hayter. She suggests that disclosing reverse stress tests can help demonstrate how businesses are addressing cybersecurity threats.
Jamie Stanton, Senior Director of Investor Relations at Q4, highlights the importance of this shift: “By moving to secure platforms, companies can safeguard sensitive information like MNPI, prevent leaks, and build trust with shareholders by showcasing their commitment to robust data security and risk management.”
Looking Ahead
AI, consolidated operations, short-form video, and secure platforms are just a few of the trends that will take shape in 2025. To succeed, IR teams must be adaptable, innovative, and ready to embrace new technologies and strategies.
If you’re ready to equip your IR strategy for success in 2025, the Q4 Platform gives you the tools you need. From AI-powered insights to streamlined communication tools, the Q4 Platform can help you build stronger relationships with investors and tell your company’s story in a more compelling way.
Want to see how Q4 can help you achieve your IR goals? Book a demo today!
