predictions
Forrester’s predictions help business leaders see what’s coming and what’s most critical for business success. Read on to explore market-defining trends in emerging technology, consumer behavior, B2B sales, customer experience, and much more.
Insights
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A Run On The Bank: Lack Of Headline Failures Hasn’t Changed Consumer Attitudes
When Silicon Valley, Signature and First Republic failed last year four out of five US online consumers knew about it. This year, bank failures have been less visible. Find out why and what to expect in the future.
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B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
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Anti-Predictions 2025: What Won’t Happen In The Year Ahead
It’s predictions season at Forrester. Find out what won't come to pass next year in our 2025 anti-predictions.
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Predictions 2025: Global Flexing Of Regulatory Might Threatens Operational Stability In The Public Sector
Governments, fueled by populism, are now taking regulatory aim at the tech industry, which the public considers a source of disinformation and discord. But curbing the might of the tech giants is a challenge that will require governments to use new regulatory tactics.
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Predictions 2025: Younger Business Buyers And GenAI Will Upend The Status Quo
B2B organizations won’t succeed without adapting to the preferences of younger business buyers. Find out how they will shape the landscape in the year ahead.
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Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns
Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.
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Predictions 2025: Environmental Sustainability Drivers Shift From Regulation To Efficiency And Savings
While regulatory compliance will remain a driver for sustainability efforts, in 2025, sustainability teams will need to change their focus to show savings. Find out more in our 2025 environmental sustainability predictions.
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Predictions 2025: Agencies Jettison Legacy Structures To Form New Agency Types
The coming year will see the rise of something new as existing agency capabilities are recombined and new ones are created. Read a few of our top predictions.
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Predictions 2025: Fundamental Disconnects Will Challenge Digital Commerce
Consumer and business buyers are more comfortable with digital than ever. Indications are that they’re ready to go even further — but they may have to wait.
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Predictions 2025: Retail — Tech Investments Will Support Retailer Profitability
As retailers brace for a challenging 2025, technology will play a crucial role in offsetting the impact of waning consumer demand on their business.
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Predictions 2025: Healthcare Tackles Tough Terrain To Reach New Horizons
Healthcare organizations will have a challenging yet opportunity-abundant year in 2025 as they prioritize cybersecurity enhancements and generative AI investments. Find out more in our 2025 healthcare predictions.
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Predictions 2025: Tech Spending Will Surge, But Can AI Deliver On Its Promises For Insurance In 2025?
AI’s promise of transforming underwriting, claims, and customer experience remains untapped, and only a tiny fraction of insurers will harness its full potential by 2025. Tech-driven product innovation such as embedded insurance and usage-based insurance may yield faster results, but long-term AI gains remain on the horizon.
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Predictions 2025: A Changing Of The Generational Guard, Adoption Of AI, And An Embrace Of Tokenized Assets
The upcoming year will see investment firms wrestle with restless offspring and technologies that have moved from “emerging” to “almost there.” In other words, 2025 will feel like a centuries-old industry has just hit its teens.
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Predictions 2025: Smart Manufacturing And Mobility Firms Adapt With Tech
After a challenging 2024, manufacturing and transportation firms and leaders will use technology to adapt to the tricky environment in which they and their customers find themselves. Find out more in our 2025 predictions for smart manufacturing and mobility.
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Predictions 2025: GenAI, Citizen Developers, And Caution Influence Automation
The key to automation success in 2025 will be balancing AI innovation with the scale and reliability of traditional automation tools and methods. To help you strike that balance, here’s a preview of Forrester’s automation predictions for 2025.
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Predictions 2025: A Year Of Reckoning For Enterprise Application Vendors
After a challenging 2024, two themes will dominate the enterprise software market in 2025: trust and value. Learn more in our 2025 predictions for enterprise software.
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Predictions 2025: Banks Must Innovate To Reverse The Double Whammy Of Declining CX And Profitability
Banks need to get ready for a major challenge in 2025: a simultaneous decline in customer experience and worsening profitability. But fear not, because there is a solution to this double whammy: innovation.
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Predictions 2025: GenAI Reality Bites Back For Software Developers
AI assistants are only the beginning of the generative AI software development revolution. Find out what’s in store for software developers in our 2025 predictions for software development.
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Predictions 2025: Payments Disruption Roars Ahead
It’s been quite a ride for payments in recent years. So what awaits us in 2025? More fits and starts, and significant disruptions to the status quo.
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