AI is transforming business operations, yet its potential often outpaces adoption. Despite rising investments in AI and agentic AI, many organizations struggle to translate these into measurable business outcomes due to limited people readiness. Digital Adoption Platforms (DAPs) are emerging as essential enablers, evolving from simple onboarding tools to intelligent systems that guide, educate, and empower users within their workflows. By embedding contextual guidance, analytics, and compliance guardrails, DAPs bridge the gap between technology and human capabilities, making AI more intuitive, accessible, and effective. This report examines how enterprises can leverage DAPs to overcome adoption challenges and accelerate AI-driven value realization through a structured 6R framework. It also explores role-based use cases across IT, HR, and sales, highlighting how DAPs enhance productivity, compliance, and user engagement. Finally, it provides guidance to evaluate AI-ready DAP providers, positioning DAPs as a cornerstone of sustainable, user-centric AI transformation.

As marketing becomes more digital, dynamic, and data-intensive, enterprises face growing pressure to deliver personalized, real-time experiences that drive measurable results. Traditional systems of record and engagement merely store data or manage interactions, but they do not convert insights into action. Despite access to rich customer insights, marketing teams remain burdened by disconnected tools, manual processes, and delayed execution. Systems of Execution address this gap by processing behavioral signals, applying AI-driven decision-making, and autonomously orchestrating actions across the marketing value chain. This report explores how Systems of Execution transform fragmented MarTech environments into unified, AI-powered ecosystems that act, automating personalization, journey orchestration, and campaign optimization across touchpoints. Designed for CMOs and CIOs, the report highlights how Systems of Execution enables adaptive engagement, accelerates decision-making, and improves key outcomes, from customer lifetime value to marketing RoI. Scope All industries and geographies Contents In this report, we examine: What Systems of Execution means for marketing Pre- Systems of Execution and post- Systems of Execution tech stack Functional transformation through Systems of Execution in marketing The Systems of Execution implementation roadmap in marketing Strategic Systems of Execution considerations for CMOs and CIOs

Unified Customer Experience (CX) is a transformative approach that addresses the challenge of fragmented and disjointed customer interactions common in traditional systems. By integrating all touchpoints – websites, mobile apps, social media, and call centers – into a single, cohesive framework, businesses can eliminate siloed data, streamline operations, and deliver consistent, personalized experiences that meet modern consumers’ evolving expectations. This unified approach ensures a comprehensive customer view, reduces inefficiencies, and lowers costs, all while enabling real-time insights and better decision-making. Generative AI is essential in this transition, offering the ability to enhance personalization, improve product recommendations, and drive innovative strategies. By adopting a unified CX platform, organizations position themselves to deliver seamless customer journeys, foster trust, and secure sustainable growth, establishing an edge in today’s competitive landscape. This viewpoint discusses the case for unifying CX through an AI-native CX platform, the challenges enterprises face scaling AI initiatives leading to the need for unification, how to overcome implementation pitfalls, and the future of CX driven by innovation. Scope All industries and geographies Contents In this report, we examine: The challenges enterprises face when scaling AI initiatives The unification of CX architecture for the AI age Next-generation CX through AI-native CX platforms The implementation pitfalls and how to avoid them The future outlook of CX with technology innovation Membership(s) Customer Experience Management (CXM) Services, including Contact Center Outsourcing CX Excellence CXM Technology Sourcing and Vendor Management

The democratization of the internet has given us access to information and better tools to make informed decisions on products and services. It has also encouraged open conversations and vocalization of experiences through online forums and discussions. In the last decade, customer experience has taken center stage, powered by major advances in technology and data processing. Enterprises have shifted from a product-first to a customer-first approach and are prioritizing customer sentiments and pain points over just products, service quality, speed, and functionality. The availability of smartphones, low-cost internet, and multiple digital channels have facilitated the true democratization of the internet. Customers now not only consume information but also share it and voice their opinions on different brands. In response, enterprises are providing customers a seamless omnichannel experience and AI-/ML-powered personalization. They are also developing experiences for all other stakeholders, such as employees, partners, and society. In this viewpoint, we unravel the key aspects of creating scalable digital product experiences. Readers can use this report as a strategic playbook to assess and adapt their experience strategies and develop meaningful experiences that are relevant both today and in the future. Scope All industries and geographies Contents In this report, we: Define digital product experiences Examine enterprise challenges to create and adapt digital experiences Outline key enterprise principles for creating digital experiences Provide a comprehensive approach to operationalize scalable digital experiences Membership(s) Enterprise Platform Services (EPS) Sourcing and Vendor Management

The retirement plan industry in the US is evolving rapidly. With over US$37.5 trillion of assets under management as of Q1 2022, it is one of the largest retirement markets in the world. However, about 25% of the working-class population lacks adequate retirement coverage due to insufficient financial awareness and/or limited access to retirement plans. At the same time, factors such as growth challenges, fee pressures, regulatory changes, low interest rates, and excessive costs to maintain legacy systems are further impacting the industry. The COVID-19 pandemic compounded these pressures and led to several large-scale consolidation activities / exits in and from the market. In this report, we explore how participant awareness, efficient operations, and personalized offerings are valuable experience differentiators that can enable retirement plan providers and sponsors to plug gaps in plan participants’ expectations from traditional retirement/pension products and develop their own target-state vision of SUPERior retirement experiences. We also list the drivers of delightful experiences for retirement firms by analyzing the participant journeys of four key demographic groups – young working professionals, mid-career professionals, near-retirees, and retirees – in the US. Scope: Industry: retirement technology Geography: North America Contents: In this report, we: Examine the impact of investments on building innovative retirement experiences and explore the business benefits they realize Offer recommendations on data and technology investments that can help retirement plan providers and sponsors craft SUPERior retirement experiences for their participants Membership (s) Insurance Information Technology Sourcing and Vendor Management