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Research Oct 2025
... client? CMOs and their teams must adapt their advertising strategy to keep up with shifts in media consumption and the advancement of GenAI-powered ad tools. Genius brands are adapting by investing more in streaming ads, using GenAI to increase creative production and adjusting display ad investments. Introduction ...

Analyst(s):   Brad Jashinsky   |   Eric Schmitt   |   Emily Weiss
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Premium Research Oct 2025
... Organizations must navigate a complex landscape of platforms and tools when implementing GenAI. This framework offers a structured approach to evaluating and selecting the right implementation method, helping minimize risk and ensuring an effective, efficient strategy tailored to each use case. Overview ...

Analyst(s):   Raúl Arrabales
Premium Research Jul 2025
... internal tech organization of tech providers being their first customer, known as “Customer Zero,” is an increasingly important and powerful competitive tool in a world of fast cycle AI-fueled innovation. Product leaders’ investment can lead to higher product quality, faster feedback loops and stronger credibility ...

Analyst(s):   Dave Aron   |   Daniel Sun   |   Liz Pellegrini
Premium Research May 2025
... Marketing mix modeling is a key tool to optimize resource allocation and improve overall return on marketing. Utilizing recommendations requires trust from marketing operations leaders, their teams and their executive peers. CMOs can use this guidance to build trust and sell MMM to different parts of ...

Analyst(s):   David Walters
Premium Research Jun 2025
... candidate screening to find talent for hard-to-fill roles. CHROs should charge their recruiting leaders to first understand candidates’ trust in these tools and how that might impact investment. Data Insights Directions for Use About This Research Recommended by the Authors Recommendations Gartner Research ...

Analyst(s):   Emily Meltzer   |   Autumn Archuleta   |   Satyanshu Sapra
Premium Research Oct 2025
... Organizations must adopt workflow augmentation tools to reduce alert fatigue and improve incident response, maximizing efficiency with existing resources. This research is the second in a series that helps security operations specialists understand AI SOC agents and their role in the AI-enhanced SOC. ...

Analyst(s):   Alex Tytarenko   |   Steve Santos   |   Kevin Schmidt
Premium Research Jul 2025
... Unchecked project risks are silent killers of innovation and most R&D teams are flying blind. R&D leaders should use these tools and templates to ensure project risks are mitigated with an efficient use of resources. This will improve outcomes and avoid barriers to project success. When to Use Directions ...

Analyst(s):   Trevour Kelleher
Premium Research May 2025
... OpenAI announced the acquisition of popular AI coding assistant vendor Windsurf, strengthening its position in the AI software engineering tools race and raising the bar for other model vendors. Software tech product leaders must be agile and anticipate their development portfolio needs as the race changes ...

Analyst(s):   John Lovelock   |   Matt Brasier   |   Jim Hare   |   David Yockelson   |   Mark O'Neill
Premium Research May 2025
... AI is rapidly changing the way service and support operates, impacting everything from how customers interact to the tools agents use. This research provides a clear vision for leaders, highlighting trends in technology, service delivery and shifting customer behaviors to help navigate the future. Overview ...

Analyst(s):   Daniel O'Sullivan   |   John Quaglietta   |   Kim Hedlin   |   Olivia Foster   |   Patrick Quinlan   |   Brad Fager
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