As the clock ticks toward 2024, the landscape of enterprise technology unfolds like an uncharted territory. Leaders in this realm are not just participants but pioneers, where informed foresight is a guiding light as they step into the unknown. 

For business leaders, adaptation is a given and innovation a mandate. It’s not about catching up — it’s about leading the charge.

A 2023 PwC survey underscored this sentiment: 59% of business leaders are prioritizing new technology investments, with 46% specifically investing in generative AI. Changes in strategic planning based on current business conditions are on the agenda for 44%, signaling a proactive approach to the changing tech environment.

In the face of these transformative prospects, leaders confront pivotal questions. 

Which emerging technologies will become keystones of enterprise growth, and which will fade into obscurity? How will their choices not only propel their organizations forward but also redefine the enterprise landscape itself?

This strategic journey transcends mere adaptation. Through visionary thinking, prescient leaders can harness technology’s power to leapfrog into a future still taking shape.

Enterprise business leaders from Kin + Carta, Leaf Home, and tms offered a glimpse into the near future, sharing their visions and predictions for 2024. 

Their insights provide a roadmap for navigating the evolving terrain of enterprise technology, illuminating paths that could lead to innovation and success.

 

Klarissa Marenitch
Chief Information Technology Officer • Leaf Home

Leaf Home is a technology-driven provider of innovative home solutions, offering homeowners safety, enjoyment, convenience and peace of mind.

 

What is one tech trend you anticipate defining the enterprise landscape in 2024?

While AI is undoubtedly trending, it won’t define enterprise technology next year as enterprise-secure AI and machine learning products are still maturing. 2024 is poised to be the “Year of the Field,” empowering field workers with digital tools and technologies that were once exclusive to corporate employees. 

 

2024 is poised to be the ‘Year of the Field,’ empowering field workers with digital tools and technologies that were once exclusive to corporate employees.”

 

Advancements from companies like Salesforce have democratized technology, allowing those in the field to achieve greater effectiveness. Field workers will embrace digital tools, managing orders and offerings directly with customers through mobile devices and corporate applications.

 

How do you expect this trend to impact your business? How will you tap into this trend, either implementing or adapting to this technology as a result?

Adopting technology in the field will result in a better experience for employees and customers. This includes simplified task execution and data input, enhanced accuracy and faster completion times. These advancements will have a positive impact on the company’s overall financial and cultural health. 

The technology’s ease of implementation and experimentation will empower companies of all sizes to adapt and excel, fostering a more efficient, effective and secure work environment.

 

What is one tip you’d give to other enterprise business leaders hoping to future-proof their business in 2024?

Every business leader should feel empowered as a technologist. In today’s rapidly evolving digital landscape, leaders must embrace technology and become active participants in the innovation process. Technology is no longer a separate domain relegated to IT professionals; it is an integral part of every business function.

 

 

Jim McLaughlin
Senior Director of Engineering • tms

tms is a global company at the intersection of technology, marketing and sourcing, with a workforce spanning 26 countries and over 1000 employees, empowering brands in the age of the customer through a wide spectrum of solutions.

 

What is one tech trend you anticipate defining the enterprise landscape in 2024?

In 2024, we will realize the best use for AI is empowering people, not replicating them. We will get down to the serious business of figuring out how AI will improve people’s lives. Despite what we see on social media, we aren’t dealing with a shortage of real intelligence. If anything, we have a surplus that we are unable to actualize fully. I would like to ask all visionaries who think AGI is around the corner: If we are having difficulty harnessing the intelligence already available to us, why do they think AGI will be any better?

AI should help us understand and respond to the world better. Indeed, there are powerful capabilities here, but they complement human intelligence rather than replace it. I am confident AGI will not be achieved next year or for many years after. That’s perfectly fine. We don’t need more; we just need to better use what we already have. We should get some relief from the AI hype cycle in 2024. November was peak cringe with OpenAI Dev Day and Laundry Buddy, the ensuing Game of Thrones and Google’s faked Gemini Demo. The tech industry’s appetite for spectacle and self-importance will never be diminished, but we can stop taking them seriously.

 

How do you expect this trend to impact your business? How will you tap into this trend, either implementing or adapting to this technology as a result?

AI capabilities will transform customer experience over the next year. At the same time, we have all experienced the frustration of inaccurate or unhelpful responses from AI platforms after they’ve lost their novelty. At tms, we are focused on designing systems that empower and delight our end users rather than introducing AI capabilities for their own sake. We believe the future is in applications that demonstrate self-awareness, adapting their UI to meet the user’s reference frame rather than vice-versa. New customer experiences will be fluid, adaptable, conversational and build a sense of trust and rapport with our users.  

 

We believe the future is in applications that demonstrate self-awareness, adapting their UI to meet the user’s reference frame rather than vice-versa.”

 

tms has established its reputation for helping the world’s most recognizable brands connect with their customers, ensuring every touchpoint and interaction is a positive, lasting memory. We call this “The Power of And.” This value guides our mission as we are developing products that harness AI capabilities to create even more delightful, frictionless experiences between our brand partners and their customers. This is how we plan to unite AI with “The Power of And.”

 

What is one tip you’d give to other enterprise business leaders hoping to future-proof their business in 2024?

I hope this message has gotten through to those above: We already have a surplus of human intelligence in our organizations. If you want to future-proof your business, focus on helping your people make the most of their abilities. Identify real pain points and opportunities for your team, customers and business by initiating conversations. Only then should you move on to the solution. This may seem obvious, but the tech industry spends billions to get us to think in reverse: identify a solution, then find a problem it can solve.

If you think the current state of AI technology is good enough to replace human labor, you will have a bad time. Focus on how AI can unlock human intelligence and creativity or provide warmth and simplicity to a customer’s experience of your brand. Consider how to harness AI to bring meaningful improvement to the lives of those who support your business.

 

 

Mark Ardito
Chief Technology Officer • Kin + Carta

Kin + Carta is a Certified B Corporation and global digital transformation consultancy dedicated to fostering trust, human connection and a better world through technology.

 

What is one tech trend you anticipate defining the enterprise landscape in 2024?

I would be remiss if I didn’t mention generative AI. 2024 will be the year that organizations move from experimentation into production implementation. The clouds have all democratized their GenAI models to their customers, and this will impart a huge jump start in getting to production faster. Last year felt a little like a hammer trying to find a nail with GenAI, and I predict we will start to see some real high-value GenAI use cases hit production in 2024.

 

The clouds have all democratized their GenAI models to their customers, and this will impart a huge jump start in getting to production faster.”

 

How do you expect this trend to impact your business? How will you tap into this trend, either implementing or adapting to this technology as a result?

At Kin + Carta, we have been building GenAI solutions for our customers, but many of them have yet to see the light of day in production. In 2024, we will likely see a large uptick in the demand for consulting services in the generative AI space. We will build and expand on our existing footprint of consultants who are well-versed in GenAI and continue this momentum in 2024.

 

What is one tip you’d give to other enterprise business leaders hoping to future-proof their business in 2024?

Invest in technology. You can see it in your everyday life — it’s the website you go to that struggles to return a product or is not performant. It’s the mobile app that is buggy and doesn’t have real-time data. It’s the e-commerce site that takes your order but then emails you afterward and tells you the product is no longer available. 

In today’s digital world, the bar is set higher. We can all clearly see the companies that are not investing in technology and just relying on their name or brand. Those days are behind us, and organizations that aren’t investing in all aspects of technology will be left behind.

 

 

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