Business Wire

Forrester’s Predictions 2024: Fifty Percent Of Large European Firms Will Proactively Invest In AI Compliance

Share

According to Forrester’s (Nasdaq: FORR) 2024 predictions, released today, in anticipation of the European Union AI Act going into enforcement in 2025, 50% of large firms in the region will proactively invest in AI compliance. Before the Act is implemented, European firms will need to define their AI compliance strategy, including acquiring new technology and talent to securing the third-party support they need. Additionally, as misinformation fuelled by AI-generated images, deepfakes, and faux human influencers rises — 81% of online adults in the US, UK, Spain, and Italy agree that there is a lot of fake news and misinformation on social media — news outlets like the BBC will become coveted sources of information.

Forrester’s predictions analyse the dynamics and trends across different topics and industries, including technology and innovation; B2B marketing, sales, and product; AI and automation, customer experience (CX), and the future of work. These insights help leaders gain a competitive edge to thrive in the year ahead.

Highlights from Forrester’s 2024 predictions include:

  • CX will improve for the first time in years — thanks to generative AI. The key to CX improvements in 2024 will be behind-the-scenes genAI that helps customer service agents answer questions faster and better, resolve CX issues on first contact, and leave customers feeling heard.
  • Clouds will launch prompt engineering services — to no avail. Cloud hyperscalers will announce either a preview or the general availability of prompt engineering, the process of structuring text so that it can be understood by a genAI model. Enterprise adoption, however, will be limited.
  • Enterprise AI initiatives will boost productivity and creative problem-solving by 50% in the year ahead. Generative AI is poised to increase productivity across all IT roles — not just among developers. Additionally, business, technology, and marketing leaders’ investment in genAI in the year ahead will augment employees’ creative problem-solving time by up to 50% — driving customer-centric innovation and creating greater business value.
  • Generational differences will alter B2B buying preferences. Millennial buyers make up 75% of business buying teams. In 2023, 40% of these buyers will demand early access to B2B product experts. When engaged in face-to-face buying, these buyers find personal interactions with product experts more meaningful than all other in-person activities.
  • Europe will lead hybrid work adoption. Forrester predicts that Europe will outpace the US in flexible working in 2024, with 40% of Europeans working remotely at least some of the time. The Netherlands leads the continent in its support for flexible working, with 74% of workers allowed to work remotely in 2023. And only 11% of European business leaders expect employees to return to the office full-time.

“While genAI applications are still emerging, enterprises can no longer ignore or downplay its impact,” said Laura Koetzle, VP, group director at Forrester. “Given the risks associated with the technology, European firms will take proactive measures to stay compliant and explore genAI use cases to enhance, empower, and engage employees and customers.”

Resources:

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 100 million real-time feedback votes; and the shared wisdom of our clients.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Hannah Segvich
PR Manager, EMEA
direct +44 20 7323 7602 | mobile +44 7977 828017 | hsegvich@forrester.com

About Business Wire

For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

IFF Declares Dividend for Third Quarter 202530.7.2025 23:20:00 EEST | Press release

IFF (NYSE: IFF) announced that its Board of Directors has declared a regular quarterly cash dividend of $0.40 per share of its common stock, payable on October 10, 2025 to shareholders of record as of September 29, 2025. Welcome to IFF At IFF (NYSE: IFF), we make joy through science, creativity and heart. As the global leader in flavors, fragrances, food ingredients, health and biosciences, we deliver groundbreaking, sustainable innovations that elevate everyday products—advancing wellness, delighting the senses and enhancing the human experience.Learn more at iff.com, LinkedIn, Instagram and Facebook. © 2025 by International Flavors & Fragrances Inc. IFF is a Registered Trademark. All Rights Reserved. View source version on businesswire.com: https://www.businesswire.com/news/home/20250730368333/en/

IFF Appoints Paul J. Fribourg and Jesus B. Mantas to Board of Directors30.7.2025 23:15:00 EEST | Press release

IFF (NYSE: IFF)—a global leader in flavors, fragrances, food ingredients, health and biosciences—today announced the appointment of Paul J. Fribourg and Jesus B. Mantas to its board of directors, effective immediately. These appointments bring extensive international leadership experience, and industry and strategic insight to IFF as the company continues to advance its innovation agenda and strengthen its market position. “I am delighted that Paul and Jesus are joining the IFF board,” said Kevin O’Byrne, chair of the IFF board. “They bring a strong combination of digital innovation, global market insight and operational excellence. Their experience, leadership and vision will help guide IFF through its next phase of growth as we continue to deliver breakthrough solutions for customers and create long-term value for our stakeholders.” Paul J. Fribourg Fribourg brings more than four decades of global leadership experience in agribusiness, food and investment sectors, and currently serve

Estithmar Holding Reports Record Half-Year Results for 202530.7.2025 20:46:00 EEST | Press release

Revealing an exceptional performance across all key financial metrics, Estithmar Holding Q.P.S.C. announced its financial results for the six-month period ended 30 June 2025, following board approval. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250730991496/en/ Estithmar Holding Reports Record Half-Year Results for 2025 (Graphic: AETOSWire) The company reported revenue of QAR 3.073 billion, an 87% year-on-year increase. Gross profit soared by 134% to QAR 1.054 billion, while EBITDA rose 97% to QAR 732 million compared to H1 2024. Net profit reached QAR 465 million, up 97% year-on-year, while earnings per share (EPS) doubled, reaching QAR 0.130. While Estithmar Holding continues its upward trajectory in its financial and operational indicators across all its financial disclosures, this remarkable leap in results for H1 2025 is mainly attributed to increased revenue through its international expansions across its 4 sectors

Andersen Consulting Expands AI-Enablement Capabilities with Addition of NextGen Invent30.7.2025 16:30:00 EEST | Press release

Andersen Consulting enters into a Collaboration Agreement with NextGen Invent, an AI enablement and technology services company focused on delivering innovative, data-centric solutions, strengthening the organization’s digital transformation platform by integrating advanced data science, AI, and intelligent automation capabilities. Headquartered in the U.S., NextGen Invent brings deep expertise in generative AI, machine learning, data strategy, advanced analytics, digital product development, IoT, and intelligent automation. Their solutions are behind some of the most recognizable brands in the healthcare, financial services, life sciences, and manufacturing industries. With a strong emphasis on innovation, NextGen Invent helps organizations across these industries to accelerate digital maturity, optimize operations, and uncover new opportunities for growth. The company is known for its technology thought leadership and ability to drive business outcomes through intelligent insights. “

Armis Honored with Inaugural Wiz Integrations (WIN) Partner Award30.7.2025 16:00:00 EEST | Press release

Armis, the cyber exposure management & security company, has been recognized by Wiz as a winner in the inaugural WIN awards, earning the WINspiration Award for its outstanding partnership. This recognition highlights Armis' track record of delivering real outcomes for joint customers through the WIN program. Armis, recognized for its commitment to customer success and innovation, brings the power of Armis Centrix™, the Armis Cyber Exposure Management Platform, to WIN, enabling customers to seamlessly integrate Wiz into their existing workflows. This partnership empowers Wiz and Armis to share prioritized security findings with context, including inventory, vulnerabilities, issues and configuration findings. Mutual customers can operationalize the remediation lifecycle by: Gaining deep situational awareness of every asset and its details across the digital landscape Consolidating, contextualizing and prioritizing Wiz findings in Armis based on asset profile and business risk weighting A

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom
World GlobeA line styled icon from Orion Icon Library.HiddenA line styled icon from Orion Icon Library.Eye