To help plan for the year ahead, companies are focusing on personalization, enabling customers to control their experience and using data to surface relevant information. Live streaming and synchronous virtual events are becoming increasingly popular, offering more meaningful engagement than videos and asynchronous virtual events. Marketers are adopting a more informal tone and edgy copy to create an authentic brand voice, while also navigating a volatile political environment where consumers expect brands to stand up for their values. The use of AR/VR is expanding beyond gaming into practical applications, such as virtual showrooms and apps that let users try on makeup and clothing. Companies are turning to API-first platforms to build custom stacks from composable microservices, and IT teams will focus on API security and Zero Trust Security to ensure network security. There will be more emphasis on providing lasting value through digital experiences rather than one-off entertainment.