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Executive summary

Businesses are poised for meaningful change in 2025. They’ ve aligned priorities and technologies to deliver truly personalised customer experiences – powered by advanced tools and smarter use of data, which have unlocked insights that were once out of reach. Most notably, the adoption of artificial intelligence( AI) is moving beyond the pilot stage and delivering measurable returns as leading organisations redefine how they connect with customers, streamline operations, and drive innovation.

Key learnings: complexities demands greater focus and resources. Early adopters set clear objectives and metrics.

Agentic AI opens new opportunities to enhance both experiences and workflows. Autonomous AI agents working together will deliver efficiency gains and smarter support for marketers while providing consumers with a conciergelike experience of convenience, speed, and personalisation. As this emerging solution gains a foothold, agentic AI is poised to reshape how marketers scale their efforts, improve quality, and boost conversions. x

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Companies are taking bold steps to unlock the potential of generative AI. The benefits are transformative – accelerating revenue growth, boosting productivity, and enabling more efficient content creation. Establishing clear ROI metrics is critical for scaling these initiatives, and starts with fostering data unity and strong crossdepartmental collaboration.

Privacy concerns and the complexity of AI adoption remain significant hurdles. Integrating customer data demands robust privacy, security, and governance frameworks. As organisations deepen their AI adoption, managing these

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