AI Strategy Headed for a Reset, according to Forrester

Forrester Research anticipates that 2025 will be a transformative year for businesses as they pivot from bold experimentation to focusing on tangible value. Following the initial excitement surrounding generative AI, companies are recalibrating their strategies to pursue sustainable, long-term benefits. 

Organizations are beginning to recognize that immediate returns on investment (ROI) may not always be realistic. As a result, many are adjusting their approaches to better align with practical outcomes.

In 2024, numerous organizations sought quick wins without robust long-term planning, leading to obstacles as they attempted to scale their initiatives. Forrester suggests that in 2025, businesses should concentrate on strategic and practical implementations of AI, balancing short-term gains with lasting impact. For some companies, unrealistic expectations could result in scaled-back efforts that may hinder future growth potential.

Forrester predicts that technology-focused enterprises will prioritize strengthening their infrastructure, optimizing operations, and investing in workforce upskilling to solidify the foundations of their AI initiatives. Additionally, regulatory pressures are expected to compel 40% of regulated companies to unify their data and governance frameworks. 

The complexity of advanced AI architectures, such as agentic AI, presents significant challenges. Forrester forecasts that 75% of firms attempting to build these systems independently will encounter difficulties due to high technical complexity. To navigate these challenges effectively, many organizations may turn to AI service providers for assistance.

Infrastructure demands are projected to continue growing. However, Forrester also predicts that at least one major tech vendor might reduce its investment in Artificial Intelligence infrastructure by 25% due to supply chain issues and unmet performance expectations. This potential reduction could prompt other companies to reevaluate their investments as well.

Service desks are evolving too; by 2025, it is expected that 50% of companies will adopt self-service as the primary point of contact for customer support. Automation improvements in troubleshooting will enhance self-service capabilities, enabling human support teams to focus on more complex cases.

 It is unlikely to fully replace developers. Forrester anticipates that at least one organization will face challenges after trying to substitute developers with AI, underscoring the broader roles developers play beyond mere code creation.

While generative AI will support process efficiencies, traditional automation will continue to oversee core business processes. In asset-heavy industries, it is expected that 25% of physical robotics projects will integrate cognitive features aimed at improving operational efficiency.

Finally, Forrester emphasizes the role of citizen developers in scaling generative AI applications. These non-IT professionals possess domain expertise that positions them well to create practical solutions, thereby helping companies expand their capabilities without heavy reliance on technical resources. 

In 2025, organizations will increasingly focus on aligning their AI initiatives with overarching business goals for sustainable growth amid evolving opportunities and challenges.

Key Findings

Accelerating Growth, But Growing Skepticism

AI technologies are advancing rapidly, yet businesses are increasingly skeptical of AI’s true business value. Forrester analysts Jayesh Chaurasia and Sudha Maheshwari caution that, while initial AI implementations promised quick wins, many organizations neglected the long-term strategies needed for success.The Reality Check: No Shortcuts to Success

Forrester predicts that in 2025, AI leaders will recognize that shortcuts don’t yield lasting results. Companies pursuing immediate returns on AI investments may face disappointing setbacks if they scale back prematurely. To avoid stalling growth, AI strategies should blend short-term wins with sustained ROI, focusing on differentiating use cases that align closely with business objectives.

Data and Governance: 40% of Regulated Enterprises to Combine Efforts

New regulatory demands, especially the EU AI Act, are pushing organizations toward integrated data and AI governance frameworks. For highly regulated industries, unified governance not only ensures compliance but also supports transparency, ethical practices, and long-term value in AI deployment.

Agentic AI: 75% of DIY Efforts Expected to Struggle

While agentic AI remains a hot topic, Forrester predicts that 75% of companies attempting to develop these systems independently will encounter significant obstacles. Without specialized expertise and infrastructure, many firms will turn to AI service providers to help navigate the technical complexity involved.

AI Reshapes Infrastructure and Service Desks

Infrastructure Investments to Face New Pressures

As businesses strive to demonstrate AI ROI, Forrester foresees that some high-tech vendors may scale back AI infrastructure investments due to challenges in supply, unmet expectations, and financial pressure. This retrenchment may impact infrastructure availability, potentially driving up costs across the industry.

Self-Service Service Desks to Overtake Human Support

Forrester predicts that 50% of companies will shift to self-service as the primary service desk contact point. Enhanced by digital troubleshooting and workflow automation, self-service will provide faster, more efficient support, freeing up human resources for complex inquiries.

AI-Driven Software Development: Hits and Misses

Over-Reliance on AI for Development? One Company’s Plan Likely to Falter

In 2025, at least one organization is expected to attempt a massive shift toward AI-driven development, aiming to replace half its developers. Forrester’s research suggests this may lead to challenges, as developers spend considerable time on non-coding tasks like testing, design, and collaboration—roles that AI cannot fully replicate.

Mixed Impact on Enterprise Operations: Balancing Innovation and Reliability

Gen AI’s Limited Role in Core Processes

Forrester anticipates that Gen AI will impact peripheral business processes but play a minor role in orchestrating core functions. Instead, RPA and traditional automation will remain central, while AI provides targeted insights and efficiency.

Cognitive and Physical Automation to Combine in 25% of Robotics Projects

Gen AI innovations are paving the way for robots capable of adaptive responses. Forrester projects that a quarter of robotics initiatives will focus on merging cognitive and physical capabilities, offering asset-heavy industries new efficiencies.

Citizen Developers to Lead Gen AI Application Growth

Citizen developers, driven by domain-specific knowledge, will contribute significantly to Gen AI-infused automation, accounting for 30% of application development. Their expertise will allow companies to scale Gen AI initiatives more practically.

Challenges Expected for 25% of Agentic AI Projects

Forrester warns that vague objectives and premature AI integration may hinder one in four agentic AI projects. Success will require clarity in AI autonomy levels, strong oversight, and reliable data access, while a fragmented vendor landscape could further complicate integration efforts.

Source: Forrester