UCES tells you the future: What’s coming in 2025 and 2026

The world is spinning very fast. What is new today seems normal tomorrow. And since we like to keep up with the latest trends, we consulted specialists from the University of Business and Social Sciences (UCES), who shared the trends for 2025 and 2026 in their respective fields. So, here we go, no further ado... In Digital Marketing, Human Resources, Psychology, and more, this is what’s coming.

1. The new duo in Human Resources: AI and emotional intelligence

Artificial Intelligence (AI) is already established in organizations, but now the focus is not only on what it can do, but on what it shouldn’t replace: human sensitivity. For Verónica Dobronich, UCES professor and specialist in emotional intelligence, the true challenge for HR will be to become a bridge between technological efficiency and the humanity of work. “The future is not just digital. It’s human-digital. And HR is at the center of that conversation,” she told us.

"The true challenge for HR will be to become a bridge between technological efficiency and the humanity of work"

AI frees up time and automates processes, yes, but it cannot empathize, listen, or lead with ethical judgment. Therefore, future leadership will require more than technical skills: we will need emotionally intelligent leaders capable of interpreting data without losing sight of people.

2. Psychology without borders: virtual counseling is here to stay

Since the pandemic, digital platforms have permanently transformed clinical practice. Today, teleconsultations are a key tool to expand access to mental health. “Digital technologies allow treatments to continue even when patients move, or to start therapies that were previously impossible due to geographic distance,” said Damián López, director of the Psychology Degree program at UCES. Thanks to this technological mediation, psychologists can now serve patients anywhere in the world.

3. Online advertising: less shouting, more connection

As online advertising has become widespread and video formats consolidated, online ads are starting to resemble TV commercials. “You can’t just go straight to ‘buy me, buy me’... It requires understanding people’s pain points; solving problems; being anchored in insight (understanding ‘hidden’ truths), and above all, connecting. Humor, tenderness, emotions: always welcome!” said Joy Klinko, strategic marketing specialist and UCES professor.

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Additionally, technical quality is increasingly important: good lighting, clear sound, dynamic shots, music, and subtitles. And all that... in under 15 seconds! Because while social media democratized reach, capturing and retaining attention is getting harder.

"Advertising requires understanding people’s pain points; solving problems"

4. The entrepreneur as a personal brand: connecting through authenticity

More and more, brands without a visible face lose strength. “Social media rewards the personal: the story, the process, vulnerability,” she said. Today, building a personal brand is key for any entrepreneur who wants to stand out. It’s no longer just about selling a product, but about telling who makes it, why, and how.

"Brands without a visible face lose strength"

Showing behind the scenes, sharing real decisions (and mistakes too), and speaking from experience generates empathy. Perfection distances; authenticity connects. Instagram, TikTok, and LinkedIn have already caught onto this logic, and both algorithms and audiences respond better to what’s genuine, Klinko explained.

5. From influencer to content creator: the new ally for brands

Influencer marketing is undergoing a profound transformation. Having thousands of followers or making a reel go viral is no longer enough. “It’s not about who shouts the loudest, but who resonates,” said Julieta Lico, digital strategy specialist. Trendsetting brands today prioritize authenticity, consistency, and community building over likes.

"Trendsetting brands prioritize authenticity, consistency, and community building over likes"

Content creators are emerging as the new strategic allies: people who not only communicate, but believe in what they say, integrate the product organically into their narrative, and create real connections with their audience. The focus shifts from reach to meaning.

6. Artificial intelligence breaks into process improvement (and redefines roles)

According to Carolina Sierra, continuous improvement specialist, by 2026 AI will keep gaining ground in areas previously exclusive to humans, such as programming or process improvement. “It’s no longer surprising that AI writes code, automates repetitive tasks, or proposes improvements based on analyzing large data sets,” she told us.

"By 2026, AI will continue to gain ground in areas previously exclusive to humans, like programming or process improvement"

In continuous improvement, this is also transforming the profiles companies seek: “Before, it was enough to understand processes and propose improvements, but now companies want hybrid profiles who, besides knowing methodologies, can automate workflows, create interactive dashboards, or develop bots to speed up internal tasks.” So, knowing programming or data analysis tools is becoming a huge advantage.

"Knowing programming or data analysis tools is becoming a huge advantage"

7. Low-code and no-code: innovation within everyone’s reach

Sierra also told us about a strong trend in IT: low-code and no-code. What does it mean? That you no longer need to be a programming expert to create quality solutions.

Low-code and no-code tools are allowing more and more people without technical training to automate processes, create internal apps, or integrate systems without relying on the IT team. “This is democratizing innovation and greatly accelerating improvement times in areas like finance, supply chain, or quality,” said Sierra.

This trend not only empowers teams but is also giving rise to new technical-functional roles capable of leading transformations from within the business. For the expert, by 2026 this digital autonomy will be key to driving efficiency in companies.

8. From data to emotional insight: combining performance with empathy

Data, data, data… Today, measuring everything is no longer enough. “The difference is made by those who read it with strategic sensitivity,” explains Julieta Lico, digital marketing specialist. Today, the real challenge is interpreting the emotional context behind every interaction, understanding that 95% of purchase decisions are based on emotions.

"The challenge is interpreting the emotional context behind every interaction, understanding that 95% of purchase decisions are based on emotions"

A reel is not the same as a Google search, nor is TikTok the same as a newsletter: each channel awakens different intentions. To make a real impact, brands must combine data analysis with tools that reveal deep motivations, like social listening or empathy maps. This way, performance is enhanced by a more human and strategic reading.

9. Music therapy gains ground

Although music therapy is not new in Argentina, it is undergoing a key evolution today: its growing integration in specific medical settings. “One of the strongest trends we see is its application in non-pharmacological treatments for pain, palliative care, and neonatal intensive care,” explained Jerónimo Araneo, music therapist and UCES professor. According to the expert, UCES is committed to innovative, musician-centered training where the relationship with sound is not just a resource, but the core of clinical care.

Currently, UCES participates in research on music therapy in the NICU (Neonatal Intensive Care Unit) for babies, families, and medical teams, as well as in an international Alzheimer’s study alongside universities in Norway and Austria.

10. Hybrid education: flexibility without losing depth

After the pandemic, distance and hybrid education models not only consolidated but expanded the reach of university education, allowing more people to access degrees that were previously unthinkable outside of in-person attendance. “One of the challenges I’m committed to is how to articulate rigorous teaching of concepts with the practical dimension of a discipline like psychology, which necessarily requires in-person support,” said Gabriel Belucci, director of UCES’s distance Psychology Degree, adding that although the models have already proven effective, there is still a long way to go.

What now?

These ten trends are not predictions but signals of transformation already underway. Changes in how we work, learn, communicate, start businesses, or care for our health.

At UCES, professors and specialists are reading the present with strategic vision and human sensitivity. Feeling inspired to learn more about any of the disciplines UCES offers? Check out the degrees you can choose to study here, and remember that registration for August intake is already open.