In 2025, businesses are embracing transformative change through AI, data unification, and personalization to drive growth and innovation. Generative AI is delivering measurable ROI by enhancing content creation, productivity, and revenue, though success hinges on clear metrics and cross-functional collaboration. Privacy, governance, and complexity remain key challenges in AI adoption. Agentic AI—autonomous, collaborative agents—is emerging to streamline workflows and improve customer experiences. Companies are shifting from understanding to anticipating customer needs, but fragmented data systems and unclear ownership of the customer journey continue to hinder seamless engagement and operational efficiency.

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