Ironically, according to a study by the Information Technology Association of America (ITAA) entitled Race to the Horizon -- "U.S. leadership in high technology faces challenges domestically and abroad. This pressure comes from global competitors who share America�s appreciation for the economic, political and social benefits of high tech; and from domestic legislators who would subject parts of the IT industry to burdensome regulation or discriminatory taxation. Foreign nations are willing and able to do what it takes to race ahead of today�s market incumbents and our own lawmakers seem to always rationalize the need for further control � despite the negative impacts this control would have on the industry. Over the next four years the next Administration, the Congress and the states will play a critical role in determining whether the U.S. retains its lead or, through lack of clear vision and halting public policy resolve, allows itself to slip into also ran status."
Enterprise marketing faces a critical turning point in 2024, mirroring the shift from traditional outsourced media buying to digital marketing practitioners. A rapidly changing landscape of technological advancements demands a similar leap forward. Just as digital disrupted legacy media strategies, these trends render current enterprise marketing methods inadequate. Embracing a data-driven, agile, and purpose-driven approach isn't a suggestion, it's the imperative for survival and success in today's dynamic market. Applying generative artificial intelligence ( GenAI ) to a range of enterprise marketing tasks will result in a significant productivity increase by 2029, according to the latest worldwide market study by International Data Corporation (IDC). Marketing GenAI Apps Market Development "In the next five years, GenAI will advance to the point where it will handle more than 40% of the work of specific marketing roles," said Gerry Murray, research director at