The Middle East has evolved significantly over the past decade, with major strides in digital innovation, sustainability, and AI-infused projects. As nations seek to reduce their reliance on the oil and gas sector, they are actively diversifying into emerging industries. Complementing this shift, the engineering services market in the region is substantially growing, fueled by investments in infrastructure, clean energy, and next-generation technologies. Guided by national visions and digital innovation strategies, industries are now pursuing strategic partnerships to accelerate progress. This report explores the Middle East’s engineering services landscape, analyzing region-specific nuances, growth dynamics, talent availability, demand themes across dominant industries, and outsourcing trends across key verticals. It highlights major countries in the region and offers insights into their growth drivers, inhibitors, talent profiles, and active enterprises. Additionally, the report provides a forward-looking perspective on growth opportunities and serves as a guide for providers aiming to navigate this evolving market.arti

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

Becoming a data-driven business is vital for improving stakeholder experiences and operational efficiencies. Manual techniques limit visibility into processes and tasks. Process mining analyzes structured data in processes, but user interactions with business applications go uncaptured. As most employees work on third-party applications, capturing user interaction data is essential for completely understanding end-to-end processes. Digital Interaction Intelligence (DII) addresses this gap by capturing and analyzing user interactions, offering insights into workflows, and enabling enterprises to unlock increased business value through more informed decisions and process optimizations. Everest Group’s DII Playbook comprehensively explains the DII solution’s key components and functionalities, including its applications, benefits, and use cases across industries and business functions. It highlights DII market characteristics, including its current market status and adoption across market segments. Additionally, the playbook offers valuable insights, methodologies, and practical guidance to enterprises at different stages of their process automation and transformation journeys to maximize their DII impact. Scope All industries and geographies Contents In this report, we: Evaluate the need for data-driven decision-making Analyze process mining limitations Examine DII, including its key components and product functionalities Assess DII applications, associated benefits, and use cases Understand DII market characteristics, including DII’s state of market and adoption Explore enterprises’ DII journeys Membership(s) Service Optimization Technologies Sourcing and Vendor Management

Following the pandemic, industries began investing in personalized Customer Experience (CX) worldwide, including the life sciences commercial sector. To stay resilient and keep pace with the evolving landscape, the life sciences industry is adopting technology to differentiate for end-users. However, outdated tools and data fragmentation across business functions hinder enterprises from delivering personalized experiences. Currently, commercial technology in the life sciences industry primarily includes basic tools such as Customer Relationship Management (CRM) systems, content management systems, and marketing tools. These tools mainly serve as information repositories with limited insights into customers. Therefore, enterprises are enhancing these solutions with data analytics and AI/ML to develop customer-centric solutions that assist in targeted sales and effective messaging. This, in turn, boosts business performance and provides a competitive edge. Additionally, these solutions help internal stakeholders (such as IT departments, sales and marketing teams, and the medical affairs function) understand customer behavior and adapt their strategies accordingly. Scope: Industry: life sciences (biopharmaceuticals and medical devices) Geography: global Service: life sciences commercial technology Contents: In this report, we examine: Customer Experience Platforms (CXP) adoption market trends CXP adoption framework CXP landscape’s supplier ecosystem Implications for enterprises, service providers, and technology providers Membership(s) Life Sciences Information Technology 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

The COVID-19 pandemic, coupled with industry drivers such as the increasing preference for digital engagement and consumerism, has shifted life sciences enterprises’ investment priorities to Customer Experience (CX). Given that traditional Customer Relationship Management (CRM) platforms are not positioned to deliver a true hyper-personalized customer experience, this shift necessitates the move to a Customer Experience Platform (CXP), which can allow life sciences enterprises to not only ensure an optimal experience across all customer touchpoints, but also unlock business and operational benefits. CRM platform vendors, both cross-industry and life sciences-specific are looking to address this shift by developing end-to-end CXP functionalities with a focus on delivering a superior experience. In this report, we deep dive into the evolution of traditional CRM to CXP solutions, analyze adoption trends, and provide an overview of the CXP platforms available in the market. Scope Industry: life sciences Geography: global Contents This report studies: The life sciences industry’s shift to a customer-first approach The shift from traditional CRM to CXP The CXP supplier landscape Membership(s) Life Sciences Information Technology Sourcing and Vendor Management

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

With the dissemination of digital technology, the entire economy has changed drastically. As multichannel marketing, virtual assistants, and social commerce replace the traditional customer contact centers and newspaper advertisements, enterprises are investing significantly to digitally drive the experience they deliver. A superior Digital Experience (DX) starts from catering to the most basic functionalities, such as data management, and goes up to managing brand perception of an enterprise. Enterprises are investing in a range of solutions such as Customer Relationship management platform, campaign management tools, and data management platforms for enabling different aspects of DX. Taking this approach, they end up with a suite of fragmented solutions that are not interoperable. Enterprises should invest in Digital Experience Platform (DXP), which is a comprehensive suite of solutions enabling them to deliver a content-rich, seamless, and stakeholder-driven DX, encompassing all digital touch points. In this research, we have demystified DXPs and analyzed 12 DXP platform providers, primarily focusing on their vision, capabilities, investments, and the impact they have created in the market. We have identified five providers as the leaders in this area, through the breadth of their core and ancillary services. Membership(s) Digital Services

In this age of digital innovation, consumers can reach out to organizations using any of the multiple channels at their disposal. While this proliferation of communication and support channels provides companies the opportunity to engage with their customers and build deeper relationships, the challenge is to integrate these channels to create a more seamless experience. Indeed, while the market is abuzz with plenty of talk around omnichannel, and despite many years of effort, it is still difficult for most organizations to achieve a true omnichannel customer experience. Recognizing this as an opportunity, companies have started making focused investments to enable a better omnichannel customer experience. In this research, we present an assessment of start-ups building capabilities in the omnichannel customer management space, primarily focusing on their capability, growth story, and investor confidence. The assessment is based on Everest Group’s ongoing research in the Customer Experience Management (CXM) space. The following information is analyzed and captured in the report: Market demand of omnichannel Customer Experience (CX) delivery: The study focuses on the value proposition of an omnichannel engagement and how several industry stakeholders have gone ahead with building omnichannel CX capabilities Assessment of key omnichannel CX start-ups: The study identifies and analyzes 90 startups, delivering customer experience services across multiple channels, to shortlist the top 14 trailblazers enabling an omnichannel CX delivery. The assessment was done using various parameters around investments/funding received by these start-ups, the market impact & success garnered, and the solution capabilities of the start-ups identified Detailed view of key omnichannel CX start-ups: The report also provides profiles of the 14 trailblazers, with a qualitative & quantitative commentary on their market success, solution expertise, and investor confidence Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing