Forrester：2025实验优势：企业规避创新风险之道研究报告（英文版）（15页）.pdf

1、The Experimentation Advantage:Research On Derisking InnovationIn A Rapidly Evolving Landscape,Business Experimentation Can Provide A Safe,Structured,And Scalable Path To Adopting AI And Accelerating Innovation Get startedFORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY MASTERCARD|OCTOBE

2、R 20252Key FindingsMost organizations understand that innovation is critical to staying competitive.The challenge comes from a lack of infrastructure,not a lack of intent.OverviewWith volatility and uncertainty now the status quo,innovation is even more critical to staying competitive.Although many

3、companies recognize its potential,few have capabilities in place to innovate effectively,especially when it comes to embedding AI.In our survey of 324 senior leaders across innovation,strategy,data,marketing,product,and portfolio management,we found that the tension between innovation and risk is ho

4、lding businesses back.When companies dont have the necessary tools,processes,and culture to test,learn,and scale new business ideas,even the best innovation initiatives can fall short of expectations.By applying data and analytics best practices,especially experimentation,businesses can adopt AI and

5、 scale innovation while minimizing risk.Over two-thirds of respondents say implementing AI is critical or very important,yet 69%struggle to apply AI toward innovation.Experimentation capabilities can accelerate innovation,quantify business impact,and manage risk.In fact,80%of respondents are looking

6、 for capabilities to test initiatives on a small scale before a full rollout.THE EXPERIMENTATION ADVANTAGE:RESEARCH ON DERISKING INNOVATIONOverviewCurrent StateChallengesOpportunityConclusionOverview3Negative Impact On Ability To Innovate(Showing“Moderate”to“Very large”)Innovation Roadblocks In Toda