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Predictions 2025: Hard-Won Insights Drive Growth

Companies experimented boldly in 2024, catalyzed by generative AI. In 2025, a new phase will begin as leaders look to turn lessons learned into profit. Those who succeed will be deliberate, balancing short-term wins with foundational improvements. Their actions won’t happen in a vacuum: A tightening regulatory climate, ongoing geopolitical turmoil, and waning consumer trust will pose challenges.

Learn what 2025 will mean for your industry, your function, and your role. Use Forrester’s Predictions resources to peer into the future and gain a competitive edge.

Download and read one of our three Predictions 2025 guides below.

Technology & SecurityB2B Marketing & SalesB2C Marketing & CX

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Predictions 2025

Blog

Predictions 2025: Hard-Won Insights Drive Growth

Business focus is shifting from experimentation to bottom-line gains. Our Predictions 2025 resources reveal what’s next for your industry and role — and the moves that will set you up for competitive advantage.
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Technology & Security

Technology and security teams learned some valuable lessons in 2024. They experimented with AI and launched emerging tech pilots; they managed through crippling IT outages; and they dealt with more market turmoil. In 2025, it’s time to put those lessons into practice by focusing on projects and use cases that deliver measurable returns.

Guide

Predictions 2025: Technology & Security

Are you ready to put the lessons of 2024 into use in 2025? Download Forrester’s 2025 Predictions guide for technology and security to learn what’s coming in areas such as AIOps, the EU AI Act, coding assistants, private cloud, and more.

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Webinar

Technology & Security Predictions 2025: Join Us!

Find out where AI, cloud, and security are headed in 2025. Join our analysts on January 30 for a 45-minute webinar diving deep into our 2025 predictions for technology and security leaders.

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Blog

Predictions 2025: Tech Leaders Chase High Performance

After a period of strong technology investment, the emphasis in 2025 will shift to making existing technologies work harder through improved adoption, integration, and optimization. Learn more in our 2025 predictions for technology leaders.
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Blog

Predictions 2025: An AI Reality Check Paves The Path For Long-Term Success

There is no easy path to AI success, and tech and business leaders need to prepare for the grind. This year’s AI predictions highlight the importance of marrying data and AI strategies, bringing business and technical expertise together, and leveraging partners for excellence.
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Blog

Predictions 2025: Security And Risk Pros Will Brace For Regulations And Resilience

With cybercrime expected to cost $12 trillion in 2025, regulators will take a more active role in protecting consumer data while organizations pivot to adopt more proactive security measures to limit material impacts. Find out more in our 2025 predictions for cybersecurity, risk, and privacy.
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Blog

Predictions 2025: Clouds Shift From Riches To RAGs

In 2025, public cloud AI offerings will continue to expand and mature, but private cloud will also thrive in the year ahead due to some complex industry dynamics. Get the details in our 2025 cloud predictions.
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Blog

Predictions 2025: Accelerated Demand For AI-Powered Infrastructure And Operations

The normally slow-moving technology infrastructure space will see significant disruption in 2025, driven by accelerated appetite for all things AI. Find out more in our 2025 predictions for technology infrastructure and operations.
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Blog

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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Blog

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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Blog

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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Blog

Predictions 2025: Will You Stall Or Soar By Embracing The Future Of Work?

In 2025, businesses will stand at a critical crossroads, with choices to make in areas such as return to office, employee experience, and AI skills. Get a preview of what’s coming in our 2025 future of work predictions.
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B2B Marketing & Sales

B2B organizations will face a two-pronged challenge next year: realizing ROI on AI investments and navigating the generational shift in business buying. Meanwhile, as AI-related regulation heats up, enforcement will have a ripple effect that shakes trust in some B2B companies. Learn what to expect in 2025 so that you can navigate these shifts effectively.

Guide

Predictions 2025: B2B Marketing & Sales

In their quest to show ROI, some leaders will fall into the trap of quick fixes. Savvy leaders will take a longer-term view, mending broken revenue processes, upskilling workers, and adapting to the preferences of new generations of buyers. Explore the trends that will define B2B marketing and sales in 2025.

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Webinar

2025 B2B Marketing Predictions: What You Need To Know

Join us for a live webinar on the human and tech-related challenges ahead for B2B teams. Explore our 2025 predictions for CMOs and CSOs that you’ll want to plan for now.

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Blog

Predictions 2025: GenAI As A Growth Driver Will Put B2B Executives To The Test

In 2025, the true potential of generative AI as a growth driver will be tested. B2B marketing, sales, and product teams should prepare for the good, bad, and even ugly outcomes of trying to generate value from this hot technology.
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Blog

Predictions 2025: AI’s Mishaps And Patchy Rules Lead To Uneven Pockets Of Trust

Patchy AI standards and regulations across the globe will result in some organizations faring better than others when it comes to building and maintaining trust. Learn more in this preview of our 2025 trust predictions.
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Dive Into Our Predictions At B2B Summit

Learn how to harness our predictions and discover actionable tools and frameworks to ignite growth in the coming year. Join us at B2B Summit North America 2025 or explore our global events.

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B2C, CX & Digital

In 2024, B2C and CX professionals learned that success with AI is a long game. But reviving dismal CX quality and tepid brand loyalty can’t wait. In 2025, leaders will prioritize operational efficiency — but to pull ahead, they will need to keep a laser focus on customers’ expectations.

Guide

Predictions 2025: B2C Marketing & Customer Experience

Marketers get down to brass tacks. Consumers’ contradictions sow confusion. A controversial social platform keeps on dancing. Learn what’s on the horizon for B2C marketers, advertisers, and CX professionals.

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Webinar

Explore 2025 B2C Marketing And CX Predictions

Get ahead of the 2025 shifts in B2C marketing and customer experience trends. Explore our predictions for customer and brand loyalty, genAI, privacy, tech stacks, and more.

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Blog

Predictions 2025: CX Fortune Will Favor The Bold

2025 will be another year of CX mediocrity — unless you’re ready to kick things into high gear. Learn about the challenges (and opportunities) awaiting CX leaders in the coming year.
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Blog

Predictions 2025: A Tale Of Consumer Contradictions

A clash between consumer sentiment and consumer behavior will confound brands in the coming year. Those that succeed will distinguish the noise from the reality.
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Industry & Region

After a tumultuous year, our analysts expect growth across a number of industries and in many corners of the world. The lessons learned from testing new technologies and approaches will drive foundational improvements in 2025. Companies will focus their AI investments to deliver on ROI across a range of purposes, from bolstering health plan member advocacy to tuning regionally trained language models.

Webinar

Join Us For An APAC Tech Predictions Deep Dive

Explore the 2025 technology predictions that Asia Pacific leaders need to prepare for today. Reserve your seat for our November 26 live webinar to discover the AI, privacy, data, and customer trends driving success.

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Blog

Predictions 2025: Europe Will Weather Satellite Interference, Enforce Its AI Regulations, And Invest In Sovereign Cloud

Europeans feel decidedly grouchy about the region’s economic prospects. But despite all that, the economic outlook for Europe in 2025 remains mildly positive. To help European business, technology, and marketing leaders navigate this complex environment, Forrester has a number of predictions for the year ahead.
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Blog

Predictions 2025: AI Shapes The Business Agenda In The APAC Region

Get ready for some major changes in the APAC business landscape in 2025! AI-driven initiatives will be the driving force behind tech improvements for companies in the region.
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Blog

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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Blog

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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Blog

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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Blog

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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Blog

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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Guide

Predictions 2025: Technology & Security

Are you ready to put the lessons of 2024 into use in 2025? Download Forrester’s 2025 Predictions guide for technology and security to learn what’s coming in areas such as AIOps, the EU AI Act, coding assistants, private cloud, and more.

Download Now
Guide

Predictions 2025: B2B Marketing & Sales

In their quest to show ROI, some leaders will fall into the trap of quick fixes. Savvy leaders will take a longer-term view, mending broken revenue processes, upskilling workers, and adapting to the preferences of new generations of buyers. Explore the trends that will define B2B marketing and sales in 2025.

Download Now
Guide

Predictions 2025: B2C Marketing & Customer Experience

Marketers get down to brass tacks. Consumers’ contradictions sow confusion. A controversial social platform keeps on dancing. Learn what’s on the horizon for B2C marketers, advertisers, and CX professionals.

Download Now

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