I was looking back through my posts and found a draft from 2021 that I never published. Probably because it didn’t feel relevant at the time. I’ve looked through it and this is the 2025 version.

I’ve been watching the learning market shift for a LONG time now. The biggest most recent change is fragmentation.

It doesn’t feel like there is a mass market anymore. The last few years have broken it apart into dozens of micro markets. Flexible work, hybrid expectations, and new technology (especially AI), mean buyers are sharper. They know content lifted and shifted from 2020 won’t cut it. They’re also more ruthless: Zoom/Teams/online fatigue is old news now, but tolerance for poor design and wasted time is even lower. Join an online session which I “know” isn’t going to be great? I’ll pass.

The real question now is: what does integrated working look like?

This is important because that’s what people will expect from their learning – integration.

That means AI-enabled, cross-team, cross-system work.

It also means L&D can’t hide hide behind events and delivery. Online doesn’t mean “class” or “e-learning” anymore. It also means workflow tools, nudges, podcasts, AI co-pilots, or manager-led practice.

For vendors, that means shifting the conversation or buyers will default to the narrowest definition which THEY understand, or you’ll be stuck selling yesterday’s answers to tomorrow’s problems.

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#LearningAndDevelopment #PeopleStrategy #FutureOfWork