Forrester’s Predictions 2024: Sixty Percent Of Generative AI Skeptics Will Embrace The Technology — Knowingly Or Not
24 Oktober 2023 - 2:00PM
Business Wire
According to Forrester’s (Nasdaq: FORR) 2024 predictions,
released today, 60% of generative AI skeptics will use and value
the emerging technology in 2024, whether they realize it or not.
Consumers who are genAI skeptics will embrace the technology for
tasks that enhance creativity and productivity, including seeking
support from conversational assistants and translating and
summarizing content. Additionally, business, technology, and
marketing leaders’ investment in genAI in the year ahead will
augment employees’ creative problem-solving time by up to 50% —
driving customer-centric innovation and creating greater business
value.
Forrester’s predictions analyze the dynamics and trends across
different topics and industries, including technology and
innovation; B2B marketing, sales, and product; artificial
intelligence and automation; customer experience (CX); and the
future of work. These insights help leaders see around the corner
and gain a competitive edge to thrive in the year ahead.
Highlights from Forrester’s 2024 predictions include:
- CX will improve for the first time in years — thanks to
genAI. The key to CX improvements in 2024 will be
behind-the-scenes genAI that helps customer service agents answer
questions faster and better and resolve CX issues on first contact,
leaving customers feeling heard.
- Agencies will invest in custom AI solutions for enterprise
clients. In 2024, the top 10 advertising agencies will spend a
combined $50 million in partnerships to build custom AI solutions
that enable their clients to scale personalized marketing campaigns
and brand experiences.
- Clouds will launch prompt engineering services — to no
avail. Cloud hyperscalers will announce either a preview or the
general availability of prompt engineering, the process of
structuring text so that it can be understood by a genAI model.
Enterprise adoption, however, will be limited: 80% of enterprises
will add prompt engineering talent internally to drive model
grounding and value delivery.
- Regulators will have genAI in their sights. An app using
ChatGPT will be fined for how it handles personally identifiable
information (PII). Companies will need to identify apps that
increase their risk exposure while also increasing investments in
third-party risk management.
- Generational differences will alter B2B buying
preferences. Millennial buyers make up 75% of business buying
teams. In 2024, 40% of these buyers will demand early access to B2B
product experts. When engaged in face-to-face buying, these buyers
find personal interactions with product experts more meaningful
than all other in-person activities.
- An “EX winter” will freeze employee experience
investments. Many teams that drive employee experience (EX)
will suffer from a lack of funding in 2024. For example, the
percentage of companies that fund a diversity, equity, and
inclusion (DEI) function will fall to 20%. Instead, many companies
will prioritize spending that makes HR functions efficient over
improving EX outcomes.
“Generative AI’s influence is dominating all aspects of business
and consumers’ lives,” said Sharyn Leaver, chief research officer
at Forrester. “Despite some risks, genAI will serve as the fulcrum
that businesses rely on to enhance, empower, and engage employees
and customers. In the year ahead, successful leaders will be the
ones who embrace genAI and experiment further with this technology
to both improve customer experiences and accelerate business
growth.”
Resources:
- Download Forrester’s 2024 Predictions guide and register to
attend Forrester’s accompanying webinar, both covering big-impact
predictions for the coming year.
- Learn more about Forrester’s predictions and how genAI will be
a business game-changer in 2024.
- Visit Forrester’s 2024 Predictions hub to uncover additional
complimentary resources.
- Explore Forrester Decisions to uncover research, models,
frameworks, and hands-on guidance to execute critical business
priorities.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research
and advisory firms in the world. We help leaders across technology,
customer experience, digital, marketing, sales, and product
functions use customer obsession to accelerate growth. Through
Forrester’s proprietary research, consulting, and events, leaders
from around the globe are empowered to be bold at work — to
navigate change and put their customers at the center of their
leadership, strategy, and operations. Our unique insights are
grounded in annual surveys of more than 700,000 consumers, business
leaders, and technology leaders worldwide; rigorous and objective
research methodologies, including Forrester Wave™ evaluations; 100
million real-time feedback votes; and the shared wisdom of our
clients.
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Ira Kantor ikantor@forrester.com
Forrester Research (NASDAQ:FORR)
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