Predictions 2024: Exploration Generates Progress

To succeed in 2024, business leaders will need to embrace the spirit of exploration. The AI inflection point is here. It’s time to move fast, think bold, and be willing to pivot. The most dangerous move is to take a conservative “wait and see” approach.

AI is far from the only dynamic that will define 2024, however. Challenges abound: The macroeconomic picture remains cloudy, employee engagement is poised to slump, and political division isn’t going anywhere.

Explore what 2024 will mean for your organization, your function, and your career.

Forrester clients: Take advantage of your exclusive access to our full suite of Predictions 2024 resources.


Predictions 2024: Exploration Generates Progress

Our message to clients for 2024 is simple: Don’t wait. Read Predictions 2024 to discover why you need to move on genAI now, plus our takes on dozens of other critical topics.

Trending Topics

The AI hype of 2023 will recede, replaced by a year of practical exploration. Leading organizations will aggressively explore ways to leverage the technology and build a cogent AI strategy.

But AI isn’t the only name in town. Other emerging technologies and dynamics present massive opportunities. Explore our predictions for trending topics including automation, sustainability, and the future of work.


Predictions 2024: Generative AI Transitions From Hype To Intent

Will generative AI live up to the hype in 2024? The short answer is yes. Learn more in our 2024 predictions for artificial intelligence.

Predictions 2024: Automation Influenced By LLMs, Regulators, And Enterprise App Vendors

In 2024, firms will surge ahead with automation initiatives, fueled by new AI enthusiasm. Learn more in our 2024 automation predictions.

Predictions 2024: An EX Recession And An AI Revolution Reshape The Future Of Work


Predictions 2024: A Lethargic Enterprise Software Market Goes Cutting-Edge

In 2024, we’ll see SaaS sales hit 75%, genAI drive modernization efforts, and at least one vendor megadeal. Learn more in Forrester’s 2024 enterprise software predictions.

Predictions 2024: With The Right Preparation, Your Organization Can Win Trust While Others Lose It

A focus on fundamentals such as empathy, dependability, and accountability will equip companies to weather a tumultuous year ahead.

Predictions 2024: The Heat Is On For The Green Market

From wildfires to floods to heat waves, 2023 has been marked by climate chaos. Learn what businesses can expect in 2024 with Forrester’s environmental sustainability predictions.

Marketing & CX

Customers are looking for a calm 2024. Expect them to prioritize economic value over social values. But moments of acute social tension will still spring up, in part due to high-stakes political elections across the globe. And as businesses infuse their operations with genAI, customers will (at least initially) remain skeptical of the novel technology. Discover how marketing and customer experience leaders can navigate 2024’s uncertain waters.


Predictions 2024: CMOs Prioritize Practicality Over Purpose


Predictions 2024: Consumers Embrace Calm After The Revenge Spending Storm

In 2024, consumers will embrace better habits with their wallets and minds, but moments of acute social tension could cause chaos for brands. Discover our consumer predictions for 2024.

Predictions 2024: CX Teams Should Buckle Up For A “Fun” Ride

In 2024, we expect that CX leaders will continue to navigate variable footing, in some cases finding themselves caught in the crossfire between new tech and old policies. Prepare yourself for the new year with a preview of our 2024 predictions.

Predictions 2024: Digital Commerce Will Go Small, Artificial, And Augmented

Digital commerce in 2024 will adopt artificial intelligence and augmented reality to solve specific use cases. Overall, digital businesses will apply surgical precision, rather than sweeping change, to their technology decisions. Read our predictions.

Predictions 2024: GenAI And Partners Help B2B Marketing, Sales, And Product Endure A Wild Ride Ahead

B2B marketing, sales, and product functions in 2024 will face disruption and opportunity from generative AI, making alignment more critical than ever. Learn more about what’s coming in 2024.

Predictions 2024: The Winners Will Be Those Who Weave Value Around Payments

The payments players who will make a difference in the coming year will be those who realize that it’s not what you do but how you do it.

Predictions 2024: The AI Era Accelerates Agencies From Services To Solutions

Agencies will take full advantage of AI in 2024 and build custom “brand language models.” But fear of mismanagement will read to an increase in reviews. Learn more about what will shape the agency world in 2024.

Predictions 2024: Big Media Gets Its Mojo Back

Big media gets its mojo back in 2024. Check out this preview of Predictions 2024: Media And Advertising and discover the trends that will define the year ahead.


Tech leaders will invest heavily to build first-to-market and best-in-market AI capabilities. To win, they’ll need to move with speed, without losing focus on driving long-term growth. This will require tech leaders to simultaneously modernize other parts of the tech stack — for example, the compute power required to operate AI will put pressure on infrastructure. Dive into our 2024 Predictions blogs on key topics such as tech leadership, infrastructure, cloud computing, cybersecurity, and more.


Predictions 2024: Tech Leaders Boost Ops To Grow With AI

In 2024, tech leaders will struggle to find the skills and talent to make the most of AI and power growth. Learn more in our 2024 predictions for tech leaders.

Predictions 2024: Data And Analytics Set The Stage For Generative AI

The future success of generative AI relies on leveraging quality data effectively. Learn more in our 2024 data and analytics predictions.

Predictions 2024: AI Will Boost Big Cloud Players — But Threaten Them, Too

The disruptive forces of AI will shake up the cloud market in 2024. Learn more in our 2024 cloud computing predictions.

Predictions 2024: Software Development Adapts To TuringBots, Ajar Source, And Backstage

In 2024, software developers will have to adapt to the rise of TuringBots, ajar source, and Backstage in the development cycle. Learn more in our 2024 predictions for software development.

Predictions 2024: Technology Infrastructure Addresses A Tumultuous Environment

Dynamic changes are occurring in the technology infrastructure landscape, impacting the data center, remote work, edge environments, and connectivity. Learn more in our 2024 technology infrastructure predictions.

Predictions 2024: Security And Risk Pros Will Apply Guardrails Beyond Regulatory Mandates

In 2024, as more organizations launch new genAI initiatives, they will need to balance fast innovation with governance and accountability. Learn more in our 2024 predictions for cybersecurity, risk, and privacy.


Big industry players across insurance, banking, healthcare, and more will stay focused on profitability amid an uncertain economic environment. GenAI will generate huge opportunities but bring with it massive misuse risks. Combined with increased regulatory requirements, 2024 will require a set of complex negotiations to achieve success, but this shouldn’t discourage experimentation, which is essential to growth. Read our Predictions blogs for specific industries.


Predictions 2024: Retailers Will Need To Brace For A Tough 2024

As retailers gear up for 2024, they must confront an array of challenges, from theft and culture wars to the adoption of new technologies such as AR, VR, and genAI. Despite the challenges, the retailers that rise to the occasion and make the right strategic decisions will position themselves for success.

Predictions 2024: Smart Manufacturing Walks Back Prior Plans

In 2024, Forrester predicts that a healthy pragmatism will take hold in manufacturing. Learn more from our 2024 smart manufacturing predictions.

Predictions 2024: Banks Face A Boring, Yet Dangerous, Year Ahead

The year ahead may be relatively uneventful for the banking industry — but don’t count it out. Here are a few of the key trends to look out for.

Predictions 2024: Global Turmoil And Technologies, Both New And Mundane, Will Make Their Mark On Wealth Management

The wealth management industry will once again see the rise of new and old forces that will confuse, help, and hinder investors. Savvy, forward-thinking managers will detect clear signals amid the noise.

Predictions 2024: Insurers Will Seek Stability In The Face Of Uncertainty

Climate change and geopolitical turmoil will help shape a rocky landscape for insurers heading into the new year. Explore a few of our predictions.

Predictions 2024: Healthcare Organizations Will Get Ahead By Forging New Paths

Healthcare in 2024 will be a dynamic space, with tech innovations and nontraditional thinking stepping up to address myriad health needs. Learn more.

Predictions 2024: The Global Public Sector Addresses Seismic Political And Technology Changes

Managing imminent challenges at home and abroad will require continued bold action from government leaders.


European and APAC organizations will contend with the AI inflection point, with the best organizations successfully leveraging the technology to outmaneuver their competitors.

European firms will face a complex regulatory landscape, with EU CSRD reporting deadlines coming up and increased GDPR violation risks due to AI.

APAC is positioned to pull ahead in the AI race: We predict that 30% of the region’s organizations will benefit from AI in 2024. But APAC’s multinational corporations will struggle to gain customer trust. Explore our region-specific predictions here.


Predictions 2024: Invest In AI And Sustainability Compliance To Flourish As The EU Pursues Regulatory Superpowerdom

Forrester’s Predictions 2024 for Europe show a dynamic year ahead, with new technologies, reporting requirements, and ways of working. Read our predictions for Europe.

Predictions 2024: APAC Firms Inspired By The GenAI Wave

In 2024, the APAC region will see a significant amount of change driven by generative AI. Learn more in our 2024 APAC predictions.



Predictions 2024 Global

Explore Forrester’s 2024 predictions to unlock business growth and revenue in an uncertain global market. Gain firsthand knowledge from the analysts who spearheaded the research and delve deeper into the predicted highlights and lowlights that businesses must navigate to succeed. 

Predictions 2024 Australia & New Zealand Live

Secure your spot to gain insights into the evolving business landscape of Australia and New Zealand in 2024. Our expert panel will delve into the predicted highlights and lowlights that your organization must navigate, not only to survive but also to thrive in the pursuit of progress in this interactive live session.

Predictions 2024 For B2B Marketing, Sales, And Product

Discover and understand the profound effect of genAI on B2B marketing, sales, and product priorities. 

Predictions 2024 For CX & Digital Leaders

Explore our 2024 CX predictions with insights to help you tie our research to untapped opportunities to create digital, customer, and employee experiences that generate business growth and value.

Predictions 2024 For Technology Leaders

Learn how to put our 2024 tech predictions into action and tackle some of the top challenges tech leaders will face – like talent and growth by leveraging the power of AI.

Predictions 2024: Exploration Generates Progress

Get our 2024 predictions guide to embrace experimentation and think big.

The prospect for 2024 success is clear: Amid increasing disruption and uncertainty come opportunities to grow business and revenue with exploration and experimentation.

AI is grabbing many of the headlines, but that’s not the only trend helping companies stay ahead of change and capture global market opportunities.

Download our 2024 predictions guide for fifteen insights you can use to gain a competitive edge, knowing where US, APAC, and EMEA business success is headed.

Get the guide so you don’t risk poor 2024 business outcomes by sitting on the sidelines of emerging trends in sales, hybrid work, trust, cloud, open source, and more.

What’s Inside?

  • Why millennial buyers want to engage with experts
  • Why generative AI will be embraced by skeptics
  • Which CMOs will fund privacy initiatives


What Will You Learn?

  • The top opportunities to generate value from AI
  • The trust imperative for APAC multinational corporations
  • The European workforce reality to prepare for today

Thank you!