Industry analysts are the market pulse, connecting insights from end-users, tech buyers, investors and suppliers to create a clear view of the industry. But accessing these insights often requires a budget for analyst inquiries —a luxury many start-ups and SMBs can’t afford.
That’s where predictions season comes in. Each year, leading analyst firms host predictions events or publish research where they share forecasts for the year ahead. These predictions distil analysts’ collective expertise into actionable insights for their specialised areas. Many are of the events are free to attend and reports free to access, offering an invaluable chance for smaller companies to tap into industry-leading knowledge.
So what are the analysts predicting for 2025?
For 2025, analysts are clear: having an AI strategy is imperative for success. In 2024, generative AI (GenAI) and agentic systems were in the experimental phase, with enterprises boldly testing their potential. Predictions from major firms, including the FIGs, have emphasised that agentic AI remains a critical area. But in 2025, the narrative shifts: AI is no longer an experiment but a mission-critical tool. Companies will operationalise AI to automate complex decisions, enhance customer experiences and transform business models. However, patience is key as ROI won’t be instantaneous. The winners will align AI projects with business transformation, balancing short-term wins with long-term potential.
But AI isn’t the only name in the game, analysts also picked up on other key areas of the tech landscape for 2025:
- The sustainability question lingers as Verdantix predicts that in 2025 at least 10 vendors will launch dedicated starter packages to support EU sustainability regulation compliance, while conversely, PAC believes progress towards regulation is slowing down but the market is growing fast.
- The telco drive continues as CCS Insights predicts 6G will arrive on time, with lead operators deploying the standard in 2030.
- Business Process Outsourcing will feel the impact of AI as HFS Research predicts the evolution of BPO services is expected to move toward an autonomous, AI-driven future, impacting hiring in the space.
This is just a handful of predictions that we noted, so search for your category on key analyst firm sites and see if any have been published which relate to your business!
What to do with those predictions?
If your business area is featured in analyst predictions, it’s a clear signal of opportunity. Analysts are highlighting your market as a focus area, which means increased attention from customers, investors and competitors. To capitalise on this momentum, align your messaging with those trends analysts emphasise and position your offerings as solutions to any challenges they identify. Use the predictions to validate your market relevance and bolster your credibility in conversations with stakeholders. Most importantly, ensure you’re building strong analyst relationships, being part of the narrative can amplify your influence and help shape how your market evolves in the coming year.
What if there are no predictions relating to your business?
If analysts aren’t making predictions about your business area, it could signal trouble. Analysts have a deep understanding of market trends and being absent from their radar might hurt your valuation. Companies in high-demand areas like AI and data science are seeing significant valuation boosts and investment, while those in less trendy areas risk being overlooked. It might also indicate a slowdown in your market’s momentum, as customers often prioritise solutions and services endorsed by analysts. Additionally, being off the analysts’ radar means missing out on the visibility and credibility that strong analyst relationships can provide, making it harder to influence the market and drive growth.
So what now?
If you haven’t started planning yet, use analyst predictions as a springboard to get started on a 2025 plan that can keep up with the fast-moving technology market. From product to marketing to sales, analyst insights can help across your business but it should not be an afterthought. Start with our 4 steps to ensure you have an AR strategy that delivers value next year:
- Check out analyst predictions for 2025. Not just from the FIGs but from any analyst firm that covers your space for a broad view of the market.
- Align internally. Collaborate with marketing, product and sales teams to ensure you have an AR program that supports broader business objectives. If you don’t know where to start, consider outsourcing your analyst relations with an agency like Starsight.
- Explore analyst research calendars. Keep an eye on upcoming RFIs and reports—not just the Gartner Magic Quadrant but other key opportunities in your category. Need inspiration? Check out our curated list of MQ alternatives.
- Refine your analyst tiering. Review and update your analyst tiering list to match your goals with analyst expertise. A well-crafted list is your foundation for AR success.
Check out the latest transmissions.
- How to use analyst predictions to drive business in 2025?
- Starsight voted #1 IIAR> AR Agency of the Year, EMEA 2024.
- Don’t tier industry analysts with prejudice.
