Community Trends 2025: AI, Engagement, and the Future of Digital Communities
AI isn't coming for your community—it’s already here. And if your enterprise isn’t adapting, you’re already behind. From hyper-personalized experiences to automated moderation, AI isn’t just a tech trend—it’s fundamentally changing how businesses engage with their customers and stakeholders. But what does that mean for companies investing in online communities? How can executives ensure AI-driven engagement enhances rather than replaces human connection?
During the Community Trends 2025 webinar, hosted by Shaveta Sharma of Grazitti Interactive, I had the opportunity to share insights alongside Michel Da Silva and Brian Oblinger. We tackled the future of online communities, how AI is driving transformation, and what businesses need to know to maximize their investments in digital engagement.
AI and Personalization in Online Communities
The future of AI in online communities isn’t theoretical—it’s happening now. Brian Oblinger pointed out that while AI is the buzzword of the moment, most enterprises are still waiting for AI-powered solutions to be truly plug-and-play. Right now, it’s a collection of technologies—APIs, developer tools, and backend automation—that hasn’t been fully productized in ways that make implementation seamless.
Michel Da Silva shared how AI is already being used for content moderation, sentiment analysis, and personalization—automating the tedious while keeping engagement meaningful. AI-driven moderation is helping to detect inappropriate content faster than ever, and personalization engines are surfacing the right discussions to the right people. However, there’s a fine line—if AI replaces too much of the human touch, communities risk feeling like automated, transactional spaces rather than dynamic ecosystems.
I built on these points by emphasizing that AI can be incredibly powerful—but only if businesses understand how to implement it correctly. AI should be enhancing engagement, not replacing it. Enterprises need to ensure their AI strategy is focused on delivering real value to their customers rather than just automating for efficiency’s sake.
Take Action:
Use AI to enhance, not replace, human engagement.
Implement AI-driven moderation and personalization with careful oversight.
Prioritize relevant, timely interactions over automation for automation’s sake.
Hybrid and Niche Communities: The Shift Towards Personalization
The era of massive, generic communities is over. Brian Oblinger highlighted that we’re seeing a shift toward smaller, hyper-targeted niche communities where participants seek deeper, more relevant engagement. People are leaving large, noisy platforms in favor of highly curated spaces that offer more meaningful interactions.
Michel Da Silva echoed this sentiment, explaining how platforms like Khoros are enabling organizations to build more segmented and localized communities. Brands are creating regional sub-communities or industry-specific groups, allowing members to connect on a more personal level. Additionally, hybrid models—where digital engagement complements in-person events—are proving to be essential in creating lasting relationships.
I added that this shift is inevitable because enterprises are realizing that engagement without relevance is meaningless. A smaller, well-targeted community with high-value discussions is far more impactful than a bloated one with empty engagement. The businesses that win in this space will be those that prioritize depth over breadth.
Take Action:
Build micro-communities tailored to industry or regional needs.
Combine digital engagement with in-person meetups to strengthen relationships.
Use data-driven insights to personalize and refine the community experience.
Gamification and User-Generated Content: The Key to Engagement
Gamification isn’t just about slapping badges on profiles and calling it a day. Michel Da Silva emphasized that successful gamification strategies focus on driving quality engagement rather than vanity metrics. Points and badges should reward real contributions—problem-solving, peer-to-peer support, and meaningful discussions.
Brian Oblinger raised another key point: User-generated content (UGC) is more important than ever. With the declining trust in mainstream social platforms, enterprise-owned communities have an opportunity to create trusted spaces where industry professionals and customers can share real insights. But as AI-generated content floods the space, companies need to consider how to ensure authenticity.
I followed up by stressing that gamification must be built for the right audience. The best communities don’t just hand out points—they reinforce behaviors that drive real business impact. And on the AI-generated content front, enterprises need to set clear guidelines on how and when AI can be used to generate user contributions. Blindly allowing AI-driven posts can damage credibility, but when done thoughtfully, it can also enhance engagement.
Take Action:
Reward meaningful contributions rather than just participation.
Feature and amplify high-value user-generated content.
Set clear AI content guidelines to maintain trust and credibility.
Trust, Moderation, and Data Privacy: The Business Risks of Community Management
Trust is everything in an online community. Brian Oblinger didn’t hold back when he said that most community moderation today is just plain bad. Many organizations rely too heavily on basic tools—ban, delete, block—without investing in real community management strategies. Effective moderation is about more than just removing bad actors; it’s about setting the right tone, fostering productive discussions, and ensuring a safe space for all users.
Shaveta Sharma highlighted another pressing concern: data privacy and compliance. With GDPR, CCPA, and other evolving regulations, enterprises need to be smarter about how they collect and use community data. Too many companies still gather unnecessary information, exposing themselves to risks while failing to use the data effectively.
I emphasized that companies must treat trust as a currency. If businesses fail to create a safe, transparent, and well-moderated community, they will lose the confidence of their members—and once trust is gone, it’s nearly impossible to rebuild.
Take Action:
Upgrade moderation strategies—it’s more than just deleting problematic content.
Make data policies clear, transparent, and minimalistic.
Empower community members with control over their data and interactions.
Final Thoughts: Why This Matters for Enterprise Leaders
The use case for online communities has evolved beyond engagement. They’re a strategic business asset. The companies that invest in community-driven engagement, backed by AI and personalization, will build deeper relationships, stronger brand loyalty, and more sustainable business models.
Executives need to be thinking not just about how to start a community, but how to make it an indispensable part of their go-to-market strategy. AI and data-driven engagement will set the next generation of communities apart.
Is your enterprise ready?
