More money for knowledge and visibility
But what to do with the money? Specifically, the experts at Forrester recommend, among other things, increasing the budget in the areas of enterprise context and brand visibility.
Companies should prepare information so that it is machine-readable and create a clearly regulated corporate context in which AI agents can act safely and purposefully. The analysts also recommend investing more money in brand visibility in AI response engines, as these would increasingly influence customers’ purchasing decisions.
Shortening without clear-cutting
Where companies should cut budgets is, among other things, in the fight against legacy technology. The experts recommend that companies focus on targeted improvements that lead to higher data quality and accessibility or increase the productivity of developers or agents.
Additionally, they recommend eliminating AI initiatives that lack governance, clearly defined responsibilities, success criteria, or a concrete plan for scaling.
Try more
According to Forrester, one area for experimentation is synthetic data as a supplement to traditional customer surveys. In this way, insights can be gained more quickly, concept tests can be optimized and clear guidelines can be set as to how synthetically obtained knowledge can be used reliably and responsibly.
Additionally, they recommend using AI agents to support marketing operations and customer-facing interactions. Companies should also explore agent-based features that improve content production, audience building, brand management and customer interaction.
