IDC FutureScape Figure

Executive Summary

IDC FutureScape Predictions

Summary of External Drivers

Predictions: Impact on Technology Buyers

Prediction 1: By 2024, 35% of Brands Will Openly Incentivize Consumers to Share Personal Data in Exchange for Cash Rewards, Services, and Exclusive Experiences

Associated Drivers

IT Impact

Guidance

Prediction 2: By 2024, 25% of Brands Will Partner to Build Shared Customer Data Hubs to Deliver Innovative Connected Experiences and Reduce Data Acquisition Costs

Associated Drivers

IT Impact

Guidance

Prediction 3: By 2023, 25% of Global Banks Will Use AI-Based Sentiment Analysis to Improve Customer Experience on Current and Future Products and Services

Associated Drivers

IT Impact

Guidance

Prediction 4: By 2025, 50% of the Global 2000 Will Increase Data Scientist Diversity by 50% to Improve Trust in Customer Engagements, Driven by Data Privacy and Trustworthy AI Regulations Across the Globe

Associated Drivers

IT Impact

Guidance

Prediction 5: By 2026, B2B Companies Will Use AI Interactions and Analytics Technology to Deliver Deeply Personalized Journey Engagement, Eliminating 40% of Marketing and Sales Human Touch Points

Associated Drivers

IT Impact

Guidance

Prediction 6: By 2023, 25% of Companies Will Offer Tracking Transparency for Customer Complaints, and This Will Become a Best Practice and a Driver of Brand Choice, Causing Broader Adoption by 75% of Companies by 2025

Associated Drivers

IT Impact

Guidance

Prediction 7: By 2024, 30% of Fortune 2000 Companies Will Deploy Next-Best Action Across Their Omni-Channel Environment, Driving Demand for CDPs, Omni-Channel Management, and Customer Service Solutions

Associated Drivers

IT Impact

Guidance

Prediction 8: By 2024, Organizations Will Be Forced to Revamp Their Customer Authentication Process to Reduce Friction and Recognize and Authenticate Customers Securely Within Five Seconds of Connection

Associated Drivers

IT Impact

Guidance

Prediction 9: By 2023, to Counter Digital Fatigue, 60% of Leading Organizations Will Look to Differentiate by Delivering Trusted and Memorable Engagements That Recreate Physical Experiences

Associated Drivers

IT Impact

Guidance

Prediction 10: By 2025, More Than 65% of Luxury Hotels Worldwide Will Have Deployed a Customer-Facing Smart Assistant That Leverages AI to Drive a Better Customer Experience

Associated Drivers

IT Impact

Guidance

Advice for Technology Buyers

External Drivers: Detail

Pervasive Disruption Continues -- Volatility, Opportunity, and Resilience

Embracing Digital First -- New Strategies for Complexity and Ubiquity

The Velocity of Connectedness -- The Future Is Data in Motion

Intelligence on Demand -- Navigating the Torrent of Data

Digital Ecosystem -- Thriving in a Multiplatform World

Workforce Outlook -- Redefining Teams, Reinventing Models, and Rethinking Leadership

Engagement Reimagined -- From Responsive to Anticipatory

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