Agentic AI is redefining the future of marketing and Customer Experience (CX). Unlike traditional AI, which requires human initiation, agentic AI systems are autonomous, goal-driven agents capable of managing CX and marketing workflows end-to-end – acting, adapting, and optimizing in real time. Agentic AI shifts the model from funnel-based sequences to goal-driven journeys, where agents act on intent, not just clicks. AI agents can dynamically personalize interfaces, make autonomous decisions, and coordinate actions across commerce, loyalty, campaigns, and content platforms. For enterprises, agentic AI means a fundamental shift – from siloed automation to full autonomy, requiring rethinking talent, governance, and value delivery in the age of self-optimizing experiences. Enterprises that invest early in agentic design, orchestration, and governance will lead the next wave of CX innovation. The report outlines how this paradigm shift moves brands from campaign-based, channel-centric interactions to intelligent, intent-based, and outcome-oriented customer journeys. It provides a maturity framework for the adoption of agentic AI in marketing and interactive experiences. It also examines how leading MarTech providers, such as Salesforce, Adobe, and Oracle, are evolving offerings to support agentic AI, while start-ups and providers are accelerating innovation in building, deploying, and orchestrating AI agents. Scope All industries and geographies Services: marketing and interactive experiences Contents In this report, we examine: The evolution of AI The agentic AI framework and its applications in transforming the marketing and CX landscape Agentic AI’s impact on talent strategies, pricing strategies, and potential adoption challenges Big MarTech providers’ agentic AI offerings A few emerging start-ups in the agentic AI space Memberships Marketing and Interactive Experience Sourcing and Vendor Management

The Cannes Lions International Festival of Creativity 2024, stood as a pivotal event, spotlighting the profound impact of technology on the creative landscape. This year, the festival emphasized on the symbiotic relationship between technological advancements and creative innovation, heralding new paradigms in marketing and advertising. A distinct thematic thread emerged, highlighting the transformative potential of technology in the creative arena. From harnessing artificial intelligence to personalize and tailor content to the changing role of content creators in the marketing landscape, the festival showcased a plethora of innovative approaches. This report, titled "Cannes Lions 2024: How Technology is Driving Creativity to New Heights," delves deeper into this dynamic interplay between technology and creativity. By analyzing the key technology themes that dominated the Cannes Lions discourse, it offers a comprehensive exploration of the critical conversations, new innovations, and cutting-edge advancements presented during the event. The report further explores how these trends will propel the creative industry forward and provide insights to navigate this rapidly evolving landscape and leverage technology to craft impactful and future-proof campaigns. Scope All industries and geographies Contents In this report, we examine: Key themes shaping the future of creativity, including pivotal discussions and innovations from the Cannes Lions festival Impact of technological advancements, particularly AI on the creative and advertising landscape The growing importance of sustainability, DEI (Diversity, Equity, Inclusion), and purpose-driven initiatives in the creative industry, and how these elements are being integrated into marketing and advertising strategies Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

In today’s hyper-connected world, where customers actively engage with brands through various channels, including online and offline, the growing demand for seamless experiences and exceptional convenience has posed a challenge for marketers. They must effectively connect and personalize the customer journey amid the increasing complexity of customer interactions and rising customer expectations. To address this challenge, Customer Journey Orchestration (CJO) utilizes data, analytics, and automation tools to provide consistent and tailored experiences at every stage of the customer journey. This empowers organizations to better understand customer needs, anticipate their preferences, and engage with them.   In this report we unlock the CJO strategies through the People, Process, and Technology (PPT) framework. By effectively implementing the PPT framework, enterprises can gain a competitive edge by nurturing deeper customer relationships, fostering revenue growth, and enhancing their brand reputation in the market. Scope All industries and geographies The assessment is based on Everest Group’s tracking of the marketing technology landscape Contents In this report, we: Define CJO Identify and overcome technological and organizational roadblocks in implementing CJO Create a comprehensive guide to establish a CJO ecosystem that encompasses PPT aspects Develop a robust framework for selecting the right tools in CJO Explore emerging trends, use cases, market players, and key acquisitions in the CJO market Membership(s) Marketing and Interactive Experience Sourcing and Vendor Management

Generative AI (GAI) technology has been around for nearly half a century. But recent developments in the maturity of AI models, faster computation power of systems, and availability of high-quality training data are redefining the technology in 2023. While tech giants like Microsoft, Google, and Meta fight to dominate the GAI landscape, leading experience providers like Adobe, Salesforce, and Oracle are entering the market with significant investments. In this webinar, Everest Group’s experts highlighted the use cases and potential of GAI technology in crafting experiences, its limitations and risks in terms of full-fledged commercial adoption, and the industry’s predicted response. Our speakers discussed: How can enterprises leverage GAI to unlock business value, and what are the current use cases? What is the role of GAI in experience design? What challenges in the experience ecosystem is GAI helping to address? What is the future potential of GAI technology? How can service providers and enterprises leverage GAI for enhanced efficiency and productivity?

Enterprises have long been investing in the MarTech landscape to provide better customer experiences. However, the evolving MarTech landscape has also resulted in multiple challenges such as access to data, complexity, difficulty in integration, and talent gap. To overcome these challenges and assist enterprises in their marketing initiatives, Customer Data Platforms (CDP) are emerging as key solutions. Recognizing this, multiple startups have come up, aiming to differentiate themselves from the clutter by leveraging next-generation technologies such as Artificial Intelligence (AI) across the CDP value chain. Moreover, the recent spate of acquisitions is driving home the relevance of startups in this landscape. In this report, we study the CDP market trends and present the assessment of startups playing a key role in the CDP landscape; primarily focused on their innovation, growth story, and the impact created in the market. The report features the following 15 startups: 6Sense Insights, Inc., ActionIQ, Inc., Amperity, BlueConic, Inc., Blueshift, CleverTap, CrossEngage, Leadspace, Lytics, mParticle, Inc., NGDATA, Redpoint Global, Simon Data, Inc., Tealium, Zylotech Scope All industries and geographies Contents In this report, we: Outline the MarTech landscape and delve into how customer data platform aims to overcome these challenges Lay out the enterprise adoption of CDP and key trends across industries Discuss investor confidence and M&A activity in the CDP landscape List the top 15 CDP startups playing a key role in this space Membership(s) Data & AnalyticsDigital Services Sourcing and Vendor Management

In this uber-connected world, customers are more in contact with the enterprises than the enterprises realize. In fact, enterprises are now more accessible to customers than ever before. This has led to the rise of the experience economy with an increased focus on Customer Experience (CX). For an enterprise to deliver a superior customer experience, it needs to extend its CX strategy from its vision boards to their employees, their partners, and the brand as a whole. Keeping this in mind, enterprises need to revisit their CX strategy and take a more holistic and innovative approach. Most enterprises still view CX as only being limited to customer support and are, hence, lagging behind. The leaders in the CX space are making pointed investments across different facets of CX and are also measuring their impact frequently. What differentiates the leaders is the fact that they are defining a stakeholder-centric strategy and leveraging cutting edge technology to plug in digital solutions across different elements of customer experience and realizing the impact. In this research, we have demystified customer experience and analyzed 73 startups in the CX space, primarily focusing on their innovation, growth story, and the impact they have created in the market. We have identified 11 start-ups across the customer journey value chain elements such as, customer profiling, awareness, engagement, conversion, retention, and support, that have the potential and capability to transform customer experience as we know it. Membership(s) Digital Services