Digital leadership is no longer about having the latest technology. In 2025, it is about creating trust in a world powered by AI. Companies that combine automation with human authenticity are setting the pace for the next era of transformation. Our Digital Leaders Study 2025 reveals how 98 leading organizations in the Netherlands are navigating this shift, and what it takes to lead. The question every executive should ask: Are we ready to compete in a market where AI is everywhere, but trust is everything?
Digital Leaders Study
Access the Digital Leaders Study 2025 now and learn how leading brands are shaping the future.
2025: The year of Augmented Authenticity and AI Transformation
Generative AI has moved from hype to reality. Two years ago, only a handful of companies experimented with AI-driven tools. Today, 60 per cent of marketing departments actively use Generative AI for content creation, personalization, and predictive analytics. This is not a trend; it is the new baseline.
But technology alone does not create leadership. Consumers demand authenticity and transparency. They want brands that communicate openly, act responsibly, and integrate sustainability into every digital touchpoint. Our research shows that companies combining AI-driven efficiency with human-centred design outperform those that rely solely on automation.
Want to know what we've learnt from the past 7 years speaking to Digital Leaders? Check out 5 key insights here.
Industry report
The study benchmarks performance across four dimensions and 12 industries, providing a clear view of market dynamics. Retail remains the leading industry, driven by immersive product experiences and frictionless E-Commerce. Travel and Telecom follow closely, leveraging conversational AI and adaptive interfaces to meet rising consumer expectations.
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Retail
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Retail |
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Travel
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Travel |
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Telecom
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Telecom |
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Retail - Fashion
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Retail - Fashion |
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Retail - Food
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Retail - Food |
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Banking
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Banking |
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Water & Energy utilities
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Water & Energy utilities |
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Insurance
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Insurance |
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Energy
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Energy |
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FMCG
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FMCG |
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Charging Solutions
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Charging Solutions |
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Postal
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Postal |
Key findings
Out of the 4 researched dimensions Digital Marketing stands out as the only dimension to advance this year. The primary driver of this growth is influencer marketing, which businesses are increasingly leveraging to good effect. Download the full report to see what trends are impacting the other dimensions.
Top 10 Digital Leaders in the Netherlands
The 2025 Digital Leaders Study introduces exciting shifts in the leaderboard. While established brands continue to perform strongly, several newcomers have entered the top 10, proving that innovation and agility pay off. IKEA and Bol.com share the number one spot, setting a new benchmark for digital maturity. Close behind, Rituals and ING Bank demonstrate how authentic experiences combined with AI-driven strategies can deliver exceptional results.
Breakthrough brands to watch
2025 is not only about the established leaders. A new wave of challengers is reshaping the digital landscape with bold strategies and innovative use of AI. These brands are proving that agility and authenticity can disrupt entire industries and redefine what leadership looks like.
The Next Wave of Digital Leaders
- ASOS is setting a new standard for personalization with AI-powered styling tools and conversational commerce.
- Upfront is making waves through a social-first approach and influencer-driven campaigns that capture niche audiences.
- Amazon Netherlands is blending sustainability messaging with AI-driven product experiences to deliver impact at scale.
Curious to see how these brands are changing the game, and which other players are breaking through? Download the full Digital Leaders Study 2025 for exclusive insights into the breakthrough players redefining digital leadership.
Turn insights into action
The Digital Leaders Study 2025 is more than a benchmark. It is a roadmap for transformation. By analyzing 98 companies across 12 industries, we have uncovered what truly drives digital leadership in an era defined by AI and authenticity. Our goal is not just to share data, but to help you act on it. Whether you want to accelerate AI adoption, embed sustainability into your digital strategy, or strengthen customer trust, our experts are ready to guide you.
Download the full report and connect with us to translate these insights into measurable impact for your organization.
