Summary
In 2024, digital commerce will continue to see massive changes. Generative AI (genAI) will move into a valuable position for digital businesses, while cutting-edge tech like augmented reality (AR) will help a small number of firms improve efficiency. Tech shifts will become hyperfocused as big replatforming projects happen half as often, but businesses will finally begin to defund legacy solutions to reallocate resources toward changes with measurable results. Social and retail media players will partner, creating new investment opportunities for digital leaders. In 2024, digital leaders will experiment when benefits are less risky and reduce spend on expired initiatives that no longer deliver results.
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