Companies experimented boldly with generative AI and other emerging technologies in 2024. Now, the focus is shifting. 2025 will be about the pursuit of near-term, bottom-line gains while competing for declining consumer loyalty and digital-first business buyers. Some leaders will pursue that goal strategically, in ways that set up their organizations for long-term success. Others won’t — and will come up against the limits of quick fixes.
Savvy leaders will use expected budget increases to shore up fundamentals, bolstering infrastructure, streamlining operations, and upskilling employees. As they look to operationalize lessons learned through experimentation, they will deliver short-term wins and successfully play the genAI — and other emerging tech — long game. Strengthening foundations will serve companies well as they navigate looming unknowns, from the outcome of the US presidential election to early enforcement of the EU AI Act.
Our Predictions 2025 reports, which publish this week, delve into the forces that will define the business landscape next year. (Clients can access the reports and other Predictions resources here.) The reports shed light on how genAI will evolve and what to expect from a tighter regulatory climate. They explore what’s ahead for private cloud, customer experience, and shifting business buying dynamics (and much more). They explain how trust will be won and lost across global regions. They will help you navigate 2025’s unique dynamics to come out ahead.
If you’re not yet a Forrester client, you can access our Predictions hub with complimentary resources, including guides for technology and security, B2B marketing and sales, and B2C marketing and customer experience leaders. You can also register for our companion webinars, which will include live Q&As with the analysts behind our predictions.
The year ahead will be pivotal in positioning your company to win in a future increasingly shaped by AI. Use our predictions to help light the way.
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