Predictions Report

Predictions 2024: Europe

AI, Data Protection, And Sustainability Compliance Will Claim Center Stage

October 24th, 2023
With contributors:
Laura Koetzle , Paul McKay , Diego Lo Giudice , Christian Prandi , Demi Starks


Europeans can expect turbulence in 2024; the EU expects an anemic 1.3% in GDP growth for 2024, plus an uptick in unemployment to 6.1% (that’s still near a 20-year low), and there’s no end in sight to the war in Ukraine. While regulatory compliance sets very few hearts afire, the investments required by a combination of the GDPR’s applicability to AI usage, the forthcoming AI Act, and the EU’s corporate sustainability reporting directive will position European firms favorably to compete in 2024 and beyond. This report outlines Forrester’s five most important predictions for European business, marketing, and technology leaders in 2024.

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