Rapid AI adoption is reshaping the enterprise technology landscape, driving businesses to seek solutions that enhance performance, streamline operations, and support innovation. Organizations seeking to harness AI are increasingly adopting hybrid AI models that offer flexibility, control, and cost efficiency. Lenovo is at the forefront of this movement with its Hybrid AI Advantage. The solution, developed in collaboration with NVIDIA, Intel, and VMware, delivers practical AI capabilities tailored to specific enterprise needs. The Hybrid AI Advantage offers a pre-integrated AI stack, edge-to-cloud compatibility, and the Lenovo AI Library with industry-specific templates for rapid AI deployment. It also enables enterprises to scale AI, ensuring smoother transitions to hybrid environments. In this report, we examine Lenovo’s market positioning, strategic partnerships, and challenges it faces in driving hybrid AI adoption. The report explores how Lenovo’s offerings empower organizations to simplify AI integration while prioritizing sustainability and social impact. It analyzes key hybrid AI adoption drivers and inhibitors. The report examines the platform’s capabilities, such as its pre-integrated AI stack and edge-to-cloud compatibility and improvement areas. It provides valuable insights for IT decision-makers to assess Lenovo’s AI strategy, strengths, and growth opportunities, focusing on hybrid cloud partnerships and balancing AI performance, compliance, and cost. Scope All industries and geographies This assessment is based on Everest Group’s review of Lenovo’s Hybrid AI Advantage solution Contents In this report, we: Offer an overview of the hybrid AI market, highlighting its key drivers and inhibitors Examine Lenovo’s positioning in the hybrid AI market Review Lenovo’s Hybrid AI Advantage Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Recent advancements in AI have transformed the way enterprises deliver Customer Experiences (CX), enhancing every CX function’s capabilities. AI adoption in CX is increasing, varying across functions and industries, as enterprises integrate new AI features into their CX platforms. The productivity gains AI is facilitating across all functions are primarily driving AI-enabled CX’s growing demand. Generative AI has significantly impacted CX by enabling numerous use cases across different segments, providing tangible benefits to enterprises. However, amidst these advancements, enterprises face challenges in scaling AI for CX operations, mainly due to regulatory hurdles. Responsible AI practices could potentially serve as a solution to this problem. In this report, we examine AI’s rising significance in CX across various functions and industries, highlight key use cases and trends, present an integration framework, and outline the ideal technology partnership ecosystem. We also discuss the metrics and outcomes enterprises prioritize and generative AI’s real-life applicability, risks, and impact on CX. Additionally, we address the challenges enterprises face, strategies to navigate global regulations, and AI’s future in CX. Scope All industries and geographies Contents In this report, we examine: AI adoption in CX across functions and industries: key use cases and trends driving adoption The AI in CX framework: embedding AI features across CX functions for long-term success The enterprise AI partnership ecosystem: ideal technology partnerships for CX Key metrics and outcomes and top priorities for enterprises Generative AI in CX’s real-life use cases, impact, and associated risks AI in CX’s future and challenges Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Generative AI’s landscape is swiftly evolving, marked by frequent announcements that highlight its rapid progress. Traditionally, automation has had limited impact on creativity; however, the emergence of generative AI has shifted this paradigm, unlocking new levels of productivity through streamlined workflows. These advances empower marketers to perform daily tasks with greater efficiency. As a leader in this field, Adobe has introduced a range of generative AI solutions and announced significant updates during the Adobe Summit 2024. These innovations will enhance the efficiency of generative AI while expanding its integration into various categories within MarTech. In this report, we examine Adobe’s announcements at the Adobe Summit 2024 regarding its generative AI offerings. It explores the primary areas of growth and challenges within generative AI, outlines Adobe’s current suite of offerings, highlights their distinguishing features, and identifies areas where Adobe can further enhance its offerings. Scope All industries and geographies The assessment is based on Everest Group’s participation and tracking of announcements at the Adobe Summit Contents In this report, we: Key enterprise issues and objectives in generative AI Adobe’s current positioning in generative AI Adobe Summit 2024 announcements in generative AI Everest Group’s review of Adobe Summit 2024 Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The Customer Experience (CX) landscape is evolving rapidly with significant changes occurring in customer behavior and expectations. Consumers have high expectations and are unlikely to return if they encounter a subpar experience. This makes it extremely important for businesses to anticipate customer needs and adapt their offerings accordingly. Consequently, there is growing interest in Voice of the Customer (VoC) platforms that provide solutions for enterprises to collect, analyze, and visualize customer feedback across various touchpoints. These platforms enable businesses to pinpoint pain points effectively and deliver enhanced experiences to their customers. VoC allows businesses to engage customers proactively, not solely relying on direct feedback received via surveys. This facilitates real-time identification of focus areas, ultimately improving customer loyalty and reducing churn. In this report, we examine the evolving landscape of VoC platforms and the challenges they address. We also discuss current trends and future prospects as customer journeys become increasingly complex and data driven. Additionally, we provide a comprehensive roadmap for enterprises to develop their VoC program. Scope All industries and geographies The assessment is based on primary interactions with selected providers and Everest Group’s tracking of the marketing technology landscape Contents In this report, we examine: VoC platforms’ evolution Challenges and trends shaping the VoC market Roadmap to build a VoC program Profiles of notable participants in the VoC space Membership(s) Marketing and Interactive Experience Outsourcing Excellence

The Customer Data Platform (CDP) landscape is swiftly evolving due to the growing demand for data-driven real-time personalization, loyalty, and engagement. This evolution has heightened the significance of CDP providers adapting their offerings to meet changing customer needs. CDPs are expanding beyond their initial marketing-centric role into sales, service, and support domains. Many CDPs are now incorporating additional modules for CIAM, ECPM, loyalty, media activation, and behavioral intelligence, while some are even on the verge of transforming into Digital Experience Platforms (DXPs). This evolution provides enterprises with unprecedented options, including gen AI’s foray into the CDP landscape, enabling use cases that ease the lives of marketers. Additionally, there is a rising interest in custom CDP development, offering enterprises even more flexibility to address their data needs. This report examines the primary drivers propelling the expansion of the CDP market and hones in on emerging market trends shaping the CDP landscape and influencing the future trajectory of this product category. Scope All industries and geographies Contents In this report, we: Discuss the origin of CDP and its market growth trajectory Highlight key market trends shaping the CDP landscape in 2023 and beyond Explore the long-term evolution and characteristics of this product category Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The rising digital native population demands seamless and innovative experiences driven by emerging technologies. Providing such experiences necessitates a robust and interconnected set of solutions to deliver seamless connected experiences supported by technology. The emphasis on experience has reached a point where consumers consider a real-time, all-encompassing, highly personalized, and channel-agnostic experience as a basic expectation rather than a distinguishing factor. Enterprises recognize the significance of well-designed experiences and user-friendly interfaces, driven by innovative technologies, as a key driver of business growth, social responsibility, and a necessity for their continued relevance and expansion. To achieve a seamless and forward-thinking connected experience, enterprises require a Digital Experience Platform (DXP) that consolidates essential capabilities (content, engagement, and digital commerce) within a unified and interoperable framework. Thus, a DXP functions as a comprehensive enterprise solution, enabling businesses to construct, deliver, and monitor exceptional connected experiences effectively. In this report, we assess 16 DXP product providers on the Digital Experience Platform (DXP) Products PEAK Matrix® Assessment 2023 and categorize them as Leaders, Major Contenders, and Aspirants based on their capabilities and offerings. Each profile offers a comprehensive picture of the provider’s vision and strategy, geographical spread, enterprise adoption, investments, partnerships, case studies, and innovative solutions. Scope All industries and geographies The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the DXP market Contents In this report, we provide: A summary dashboard – market impact and vision and capability assessment Providers’ DXP products business – vision, revenue earned from product, geographical spread, and adoption across enterprise segments Key DXP products’ case studies Providers’ DXP investments, key component offerings, and partnerships Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

The rising digital native population seeks seamless and innovative experiences driven by emerging technologies. Providing such connected experiences supported by technology requires a robust and interconnected set of solutions. In our digitally driven society, Digital Experience (DX) holds unprecedented significance, especially with the rise of a generation inherently familiar with digital technologies. The emphasis on experience has grown to the extent that consumers now consider a real-time, all-encompassing, highly personalized, and channel-agnostic experience as a basic expectation rather than a distinguishing factor. Enterprises must recognize that delivering an outstanding DX is not just a competitive advantage but a necessity for their continued relevance and expansion. To achieve a seamless and forward-thinking connected experience, enterprises need a Digital Experience Platform (DXP) that consolidates essential capabilities (content, engagement, and digital commerce) within a unified and interoperable framework. Thus, a DXP serves as a comprehensive enterprise solution, enabling businesses to effectively construct, deliver, and monitor exceptional connected experiences. In this report, we assess 16 DXP providers featured on the DXP Products PEAK Matrix®, a comprehensive matrix that evaluates and categorizes technology providers in terms of their product capabilities and wider market acceptance. Each provider profile offers a comprehensive overview of its key strengths and limitations and includes enterprise sourcing considerations. The research will help buyers select the right-fit technology provider for their needs, while technology providers will be able to benchmark themselves against the competition. Scope All industries and geographies. The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the DXP market. Contents In this report, we: Examine 16 DXP providers’ capabilities and offerings Position the providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants List providers’ key strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Government regulations regarding privacy, the impending demise of third-party cookies, and the increasing demand for personalized experiences have propelled the widespread adoption of Customer Data Platforms (CDPs). Enterprises, recognizing the inherent value in their organizational data, are actively seeking solutions to amalgamate scattered organizational data from various sources to create a unified, comprehensive view of their customers. As CDPs continue to evolve and mature, their strategic importance within the MarTech ecosystem grows exponentially. They now function as mission-critical platforms that consolidate and analyze data, as well as facilitate the execution and orchestration of multichannel campaigns. By seamlessly integrating with other marketing technologies, such as Customer Relationship Management (CRM) systems, email marketing platforms, and Content Management Systems (CMS), CDPs form the nucleus that powers an organization’s customer-centric initiatives. This compendium provides comprehensive and fact-based snapshots of 26 providers featured on the Customer Data Platform (CDP) Products PEAK Matrix® Assessment 2023 and categorizes them as Leaders, Major Contenders, and Aspirants based on their CDP capabilities and offerings. Each profile offers a detailed overview of the provider’s vision and strategy, adoption across enterprise segments and geographies, investments, partnerships, case studies, and strengths and limitations. Scope All industries and geographies The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market Contents In this report, we feature 26 CDP provider profiles and include: A summary dashboard – market impact and vision and capability assessment Providers’ key strengths and limitations A general overview of providers’ CDP business – vision and adoption across enterprise segments and geographies Key CDP case studies An overview of providers’ CDP investments, key solutions, and partnerships Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Government regulations regarding privacy, the impending demise of third-party cookies, and the increasing demand for personalized experiences have propelled the widespread adoption of Customer Data Platforms (CDPs). Enterprises, recognizing the inherent value in their organizational data, are actively seeking solutions to amalgamate scattered organizational data from various sources to create a unified, comprehensive view of their customers. As CDPs continue to evolve and mature, their strategic importance within the MarTech ecosystem grows exponentially. They now function as mission-critical platforms that consolidate and analyze data, as well as facilitate the execution and orchestration of multichannel campaigns. By seamlessly integrating with other marketing technologies, such as Customer Relationship Management (CRM) systems, email marketing platforms, and Content Management Systems (CMS), CDPs form the nucleus that powers an organization’s customer-centric initiatives. In this report, we assess 26 technology providers featured on the Customer Data Platform (CDP) Products PEAK Matrix® Assessment 2023. Each provider profile provides a comprehensive overview its key strengths and limitations and includes enterprise sourcing considerations. The research will help buyers select the right-fit technology provider for their needs, while technology providers will be able to benchmark themselves against the competition. Scope All industries and geographies The assessment is based on Everest Group’s annual RFI process for the calendar year 2023, interactions with leading technology providers, client reference checks, and an ongoing analysis of the CDP market Contents In this report, we: Examine 26 CDP providers’ capabilities and offerings Position the providers on Everest Group’s PEAK Matrix® framework as Leaders, Major Contenders, and Aspirants List providers’ key strengths and limitations Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management