Category: Research

This report by Nasscom, Oliver Wyman, and R Systems, Forging Ahead: Strategic Partnerships Between Global Capability Centers and Service Providers, outlines this shift and provides a framework for senior leaders to navigate this new era of collaboration.

The Smarter Sorting study, Product Truth in the Age of Agentic Commerce: A Multi-Platform Evaluation of AI Shopping Systems’ Accuracy, Completeness, and Regulatory Reliability (2025), exposes persistent challenges in delivering “product truth”—a SKU-level representation that is accurate, complete, and regulatory-aligned.

While ad executives increasingly leverage AI in creative processes, The AI Gap Widens, new research from IAB and Sonata Insights reveals that consumers hold significantly less positive views on AI-generated advertising than advertisers assume. For senior marketing and customer experience (CX) leaders, addressing this disconnect through strategic disclosure and…

According to Smartcat’s The State of Global Enterprise Growth in 2026 report, for senior marketing and CX leaders, navigating this environment requires more than isolated efficiency gains; it demands a strategic approach to AI integration, workflow orchestration, robust governance, and structured training. 

Answer Led Journeys, a new report from Scratch Marketing and Media and Trendemon indicates that the traditional sales funnel has not merely evolved; it has migrated off-site into AI chat interfaces.

Displaying and Discounting Perishables: Impact on Retail Profits and Waste. Management Science, a recent study by Atan, Honhon, and Pan provides critical insights into how strategic product display and dynamic discounting can be leveraged to achieve both profit maximization and substantial waste reduction.

A recent study, The 2026 State of SPM Report by Tempo Software, reveals that while many organizations aspire to strategic alignment, significant gaps exist between intention and execution.

Workplace culture no longer remains confined to internal discussions; it has become public culture, broadcast across social feeds. This shift coincides with a decline in trust in traditional institutions and …

The landscape of marketing and customer experience (CX) has been fundamentally reshaped by artificial intelligence (AI), particularly concerning how content is created, governed, and delivered. Senior leaders now face increasing …

Artificial intelligence is rapidly transforming the e-commerce landscape, moving beyond incremental improvements to fundamentally redefine consumer interactions and operational capabilities. The Stord 2026 State of AI in E-Commerce Report highlights this shift, revealing that AI will not merely optimize existing models, but will revolutionize how brands connect with customers…