Published: 24 January 2024
4Q23 ended with mixed results as end-of-year spending remained subdued. This creates a guarded view on 2024, with high-tech product leaders having to contend with generative AI and the need to reignite demand.
The 4Q23 results have created guarded pessimism as there is no clear consensus on the strength of technology demand in 2024. High-tech product leaders are taking a different approach, including adopting a wait-and-see attitude, including continued cost management.
Interest in generative AI (GenAI) remains high going into 2024, but the need for real opportunity and action is replacing the hype around GenAI in 4Q23.
Reigniting demand, a primary focus for 2024, will require moving beyond a focus on current customers and solutions to open new markets.
Materialize demand by getting even closer to your customers to build a relationship and
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