Optimizely’s thought leaders share insights into the imminent technological landscape, predicting key developments for the upcoming year. Anticipated trends include the ascendance of artificial intelligence (AI) from a “nice to have” to a “must have,” with Rupali Jain emphasizing the assured value it will bring to workflows.
Jain also foresees a surge in mergers and acquisitions (M&A), particularly in the AI sector, driven by a consolidation among vendors and a decline in the perceived value of startups emulating OpenAI. This presents unique acquisition opportunities for product executives in 2024.
CEO Alex Atzberger anticipates a noticeable uptick in IT spending, attributing it to a rebound from weakened investments in the previous year. While AI is expected to claim a significant share, Atzberger highlights increased investments in solutions like Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), and Digital Experience Platform (DXP).
The martech landscape is poised for a pivotal year in 2024, as Atzberger predicts a boost in ad budgets, significant advertising events, and the U.S. presidential election shaping the industry’s trajectory.
Addressing content generation, Deane Barker envisions a surge in generative AI use leading to a heightened interest in human-generated content. This parallels the fascination with lab-made diamonds as a comparable analogy. Barker also suggests a potential shift towards older delivery frameworks like server-side rendering and static site generation.
Tina Nelson, Product Strategy Director, predicts a pronounced shift towards prioritizing customer loyalty in the coming year. The emphasis is on establishing meaningful connections with customers through personalized experiences using first-party data.
Nelson also anticipates a growing recognition of generative AI’s role in streamlining work tasks and heightened interest in the total cost of operations (TCO) as organizations seek integrated tools for their martech stack.
In summary, 2024 is poised for significant technological strides, driven by the prominence of AI, dynamic shifts in M&A, and an increased focus on customer loyalty. The year ahead is expected to witness amplified IT spending and noteworthy developments in content generation.
