A year ago, cybersecurity marketers were worried about the effect generative AI would have on our storytelling jobs, sparking debates about whether machines could replace human creativity.
In 2025, we’re worried about an entirely different problem with generative AI: attackers using it to do their jobs faster and better, just like we do. From crafting hyper-realistic phishing emails to automating malware deployment, this evolution is a reflection of the overall cybersecurity landscape, where bad actors use the same innovations we rely on to engage audiences—with far more malicious intent.
Attackers are no longer confined to poorly crafted scams or rudimentary exploits. Instead, they combine cutting-edge technology with strategic precision to breach defenses, steal sensitive data, and disrupt critical business operations.
Awareness of current cyber trends is crucial to successful operations and building cybersecurity marketing content. Understanding the threats shaping the industry helps you craft stories and solutions that resonate with our audiences, empowering them to take proactive steps. Here are the top cyber trends we suggest you keep an eye on in 2025 to build useful, timely cybersecurity content.
1. AI-augmented cyber threats and defenses
Cybercriminals are using AI to enhance the speed and precision of their phishing, malware, and deepfake attacks. Remember the days when phishing emails were easy to spot from their poor grammar, nonsensical punctuation, and variable font sizes? Now, bad actors can send messages that sound like they were written by your grandma—and they can use AI to send them more effectively. Adding AI deepfake tech means phishing, vishing, and smishing messages can appear entirely legitimate even if you always score 10/10 on the mandatory company phishing test.
For example, attackers can now replicate a CEO’s voice or generate a realistic video message to trick employees into transferring funds or sharing sensitive information. These AI-enhanced scams blur the line with reality and fabrication, making them increasingly difficult to identify and resist.
What we’re doing about it: AI-enabled cybersecurity solutions use machines to catch machines, leveraging machine learning to support human workers. AI can identify anomalies in data or origin a human might miss, and they aren’t swayed by how “convincing” a message sounds. Advanced threat detection systems paired with ongoing employee training help humans and machines work together to mitigate threats.
2. Multi-pronged ransomware attacks
Ransomware attacks have evolved into sophisticated operations combining encryption, data exfiltration, and extortion for maximum disruptive impact. These attacks often involve carefully coordinated entry points (such as phishing emails or compromised remote access systems). After breaking in, bad actors escalate privileges and deploy ransomware across entire networks in hours, getting what they need and getting out of the environment within 24 hours, in some cases. If they don’t get the money they want, they will delete sensitive data, alert regulatory bodies to the gap in standards they caused, and target business operations to customers for maximum financial damage.
Organizations have reported skyrocketing costs from ransomware incidents, not just in terms of ransomware payments but also in the aftermath: operational downtime, customer attrition, and regulatory penalties. Worse, some attackers now operate ransomware-as-a-service models, enabling inexperienced cybercriminals to execute devastating attacks.
What we’re doing about it: Multi-pronged attacks demand a multi-layered defense. Organizations should be using endpoint detection and response, zero trust architecture, and proactive incident response planning to avoid being caught in a ransomware web.
3. Quantum computing is coming
Quantum computing is still in its infancy, but it made a few waves in 2024 when NIST announced a shortlist of quantum-safe algorithms and a planned deprecation date of 2030 for current cryptographic standards. This timeline underscores the urgency of the situation: the computing power of quantum machines could break the algorithms we use now, rendering long-lived sensitive data such as medical records vulnerable. Plus, the last time we upgraded algorithms, it took an average of ten years to meet new standards. With 2030 only five years away, it sounds like the time to act is now.
What we’re doing about it: A handful of organizations have risen to advocate for the concept of crypto-agility, using thought leadership to set new best practices and establish standards for post-quantum cryptography. Crypto-agility is defined as the ability to nimbly adjust cryptographic standards regardless of attack method, positioning organizations to remain secure in an increasingly uncertain future.
4. IoT exploitation and security gaps
Billions of Internet of Things (IoT) devices are connected worldwide, spanning far beyond smart speakers and mood lighting systems. These devices play critical roles in industrial and operational infrastructure, managing processes like energy distribution or manufacturing operations. But many IoT devices have limitations to their security and power, making them easy targets for attackers. Healthcare IoT is particularly at risk here, with real-world consequences if these medically necessary devices are compromised. A successful attack on devices that control insulin pumps, heart monitors, or ventilators would disrupt patient care, compromise medical data, and seriously threaten patient safety—high stakes for IoT security.
What we’re doing about it: To prevent this exploitation, organizations are embracing the safe-by-design approach, embedding security into devices during development rather than as an afterthought to authenticate users and encrypt data. Plus, over-the-air updates allow IoT devices to receive security patches and firmware upgrades remotely so they can keep up with evolving threats.
5. State-sponsored cyber espionage
This one blew our minds last year. State-sponsored actors from DPRK (North Korea) used a sophisticated gambit to gain illegal employment at U.S.-based companies with part-time contractor needs. They actually do the job, collecting a wage and donating part or all of it to the state. This approach not only funded a hostile regime but exposed lax verification vulnerabilities in corporate hiring processes. We’re expecting an escalation in creative attacks like these: state-sponsored actors aiming to gather intelligence, disrupt operations, or spread misinformation.
Nation-states have deep resources and often operate over long timelines, making them particularly dangerous adversaries. They use advanced persistent threats (APTs) to infiltrate networks and remain undetected for extended periods, gathering critical intelligence or positioning themselves to cause maximum disruption during strategic moments.
What we’re doing about it: These campaigns test the limits of our prevention techniques, making education and awareness foundational to strategy. Sharing knowledge within insider communities helps distribute best practices across the cybersecurity industry, strengthening all of us at the same time. Cybersecurity marketers can amplify this collaborative approach by creating content that highlights lessons learned, actionable guidance, and real-world examples of successful detection and mitigation efforts.
Make timely content by tracking these trends
These top five cybersecurity trends are more than just headlines—they’re opportunities for cybersecurity marketers to educate, empower, and engage your audience. Translating these evolving threats into actionable insights and compelling narratives can help your customers stay ahead of the curve and establish your brand as a trustworthy resource for cybersecurity advice.
As marketers, our role extends beyond raising awareness. We’re here to build trust, set standards of thought leadership, and drive meaningful change through actionable solutions. To do that, we leverage timely data, craft relatable stories, and share best practices within our community—strengthening our brands and contributing to a safer, better-informed digital world. Tracking these trends and turning them into impactful solution-oriented content will help our audiences navigate the threat landscape with confidence.
By addressing these pressing issues and staying ahead of the curve, we can position ourselves as leaders in cybersecurity marketing—not just in 2025 but for years to come. Let’s make this the year we turn challenges into opportunities, advancing security through the power of storytelling and community collaboration.
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Top 5 Cyber Trends to Track in 2025