Forrester’s Predictions 2024: Fifty Percent Of Large European Firms Will Proactively Invest In AI Compliance
25 Oktober 2023 - 10:00AM
Business Wire
According to Forrester’s (Nasdaq: FORR) 2024 predictions,
released today, in anticipation of the European Union AI Act going
into enforcement in 2025, 50% of large firms in the region will
proactively invest in AI compliance. Before the Act is implemented,
European firms will need to define their AI compliance strategy,
including acquiring new technology and talent to securing the
third-party support they need. Additionally, as misinformation
fuelled by AI-generated images, deepfakes, and faux human
influencers rises — 81% of online adults in the US, UK, Spain, and
Italy agree that there is a lot of fake news and misinformation on
social media — news outlets like the BBC will become coveted
sources of information.
Forrester’s predictions analyse the dynamics and trends across
different topics and industries, including technology and
innovation; B2B marketing, sales, and product; AI and automation,
customer experience (CX), and the future of work. These insights
help leaders 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
generative AI. The key to CX improvements in 2024 will be
behind-the-scenes genAI that helps customer service agents answer
questions faster and better, resolve CX issues on first contact,
and leave customers feeling heard.
- 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.
- Enterprise AI initiatives will boost productivity and
creative problem-solving by 50% in the year ahead. Generative
AI is poised to increase productivity across all IT roles — not
just among developers. 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.
- Generational differences will alter B2B buying
preferences. Millennial buyers make up 75% of business buying
teams. In 2023, 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.
- Europe will lead hybrid work adoption. Forrester
predicts that Europe will outpace the US in flexible working in
2024, with 40% of Europeans working remotely at least some of the
time. The Netherlands leads the continent in its support for
flexible working, with 74% of workers allowed to work remotely in
2023. And only 11% of European business leaders expect employees to
return to the office full-time.
“While genAI applications are still emerging, enterprises can no
longer ignore or downplay its impact,” said Laura Koetzle, VP,
group director at Forrester. “Given the risks associated with the
technology, European firms will take proactive measures to stay
compliant and explore genAI use cases to enhance, empower, and
engage employees and customers.”
Resources:
- Download Forrester’s 2024 Predictions guide, covering
big-impact predictions for the coming year.
- Learn more about Forrester’s predictions and how genAI will be
a game changer for businesses in 2024.
- Visit Forrester’s 2024 Predictions hub to uncover additional
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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Hannah Segvich PR Manager, EMEA direct +44 20 7323 7602 | mobile
+44 7977 828017 | hsegvich@forrester.com
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