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The majority of business leaders are optimistic about revenue growth this year and believe technology will play a key role in driving it, a recent survey reveals.
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Business leaders look to technology to boost revenue in 2024
26 February 2024
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10 minute read
Emerging technologies including AI will be key to business success in 2024, according to the latest HLB Survey of Business Leaders.
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The survey, undertaken by HLB Mann Judd, interviewed C-suite executives globally to identify the key opportunities and challenges they see in the year ahead.
Inflation was the biggest concern with 74 per cent flagging this as a potential challenge this year, followed by geopolitical risk at 69 per cent and economic uncertainty at 68 per cent.
Despite some of the potential headwinds ahead, 84 per cent of business leaders are upbeat and remain confident in their ability to grow revenue in 2024.
Most business leaders believe technology will be key to achieving this growth with over two-thirds stating that they agree that emerging technology will be key to driving innovation, creativity and productivity in their businesses.
HLB Mann Judd Sydney, business transformation partner, Fiona Dixon said 60 per cent of business leaders plan to adopt new technologies in 2024 compared to 2020, to assist with improving operations efficiency, reducing costs, and launching new products or services.
“AI in particular was singled out as the most important technology for business success for the remainder of the decade, with 65 per cent of respondents ranking AI as the most important technology for their business over the next five years,” she said.
“Cloud computing, machine learning and “internet of things” are also seen as important, while other technologies such as blockchain have fallen down the scale of importance.
“Virtual reality also saw a significant jump in ranking, and it will be interesting to see how new technologies such as Apple’s Vision Pro play out over coming months, with businesses already looking at ways to use it.”
Ms Dixon said the research shows that AI is seen as having the potential to help businesses grow in many ways.
“Businesses are already using AI to improve operational efficiencies in areas such as process automation, document processing and customer analytics, and we expect to see this use grow exponentially as AI is integrated even deeper into business processes,” said Ms Dixon.
The survey identified three overall approaches to AI adoption by business leaders – innovators who are already using AI or eager to integrate it (44 per cent), explorers who are willing to give it a try but don’t see it as a priority (38 per cent), and conservatives who are averse to using it, or cautious about the risks (18 per cent).
Overall, small businesses, and those in the technology and manufacturing sectors, were more likely to be innovators, according to the survey.
They were also more likely to be confident about their ability to grow revenue over the next 12 months, with 88 per cent saying they are either confident or very confident compared to explorers (83 per cent) and conservatives (80 per cent).
At the other end of the spectrum, conservatives are more likely to be prioritising operation efficiency over new technologies, and are very concerned about data security and privacy, with 47 per cent saying this is the primary barrier to adopting AI.
“There is no doubt that business leaders are on a journey with AI, adapting their businesses to take advantage of the opportunities as they evolve,” said Ms Dixon.
“However, it is important that they treat AI integration as a journey – a marathon rather than a sprint – in order to make the most of its potential in a sustainable and long-term way.”
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