The economic, demographic, and technological forces of change are continuing to drive disruption, confusion, and chaos. Against the backdrop of this ever-shifting landscape, TA Leaders are expected to deliver greater value to their organizations than ever before. So how are they planning to do this in the next 12 months? What are the strategic priorities, how are budgets being impacted, and where and how is AI being deployed to help?



My guest this week is Sven Elbert, Head of Analyst Services at Fosway Group. Fosway recently published TA Realities Research, a survey of European TA Leaders on their strategic priorities and budgets for the coming year. In our conversation, we dig into the details, discuss surprising results, and identify a significant issue with how AI is currently being used.



In the interview, we discuss:




TA's challenges and shifting priorities




Budget pressure and significant implications for agencies





How will TA deliver value to their organizations in 2026?





The AI adoption cycle and cutting through the hype




Why isn't AI being used to solve strategic problems?





Basic AI features versus transformational AI features





What does the future look like?



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