Predictions 2024: Asia Pacific

October 24th, 2023

Ashutosh Sharma VP, Research Director

Biswajeet Mahapatra Principal Analyst

Daryl Wright Principal Analyst

Charlie Dai VP, Principal Analyst

Tom Mouhsian Principal Analyst

Frederic Giron VP, Senior Research Director

With contributors:

Dane Anderson , Sam Higgins , Leslie Joseph , Subhendu Pattnaik , Arjun Kalra , Bill Nagel

Summary

In 2024, firms in Asia Pacific (APAC) will navigate a complex path between legacy opportunities and growth opportunities driven by generative AI (genAI). In 2023, many APAC firms were mired in the status quo; in most markets, customer experiences (CX) stagnated as firms dealt with haphazard post-pandemic IT investments and waited for the global slowdown to end. Then genAI burst onto the scene, shaking up well-laid plans and thrusting firms into a new reality. As companies grapple with this sudden shift, they must now reconcile their meticulously crafted strategies with the emergent, transformative power of AI. This report explores Forrester’s top five predictions for the APAC region in 2024.

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