Gartner defines access management (AM) as tools that include authentication and single sign-on (SSO) capabilities, and that establish, manage and enforce runtime access controls for modern standards-based and classic web applications and APIs. AM’s purpose is to enable SSO access for people (employees, consumers and other users) and machines to protected applications in a streamlined and consistent way that enhances the user experience. AM is also responsible for providing security controls to protect the user session in runtime, enforcing authentication and authorization using adaptive access. Lastly, AM can provide identity context for other cybersecurity tools and reliant applications to enable identity-first security.

Gartner defines account-based marketing (ABM) platforms as software that enables B2B marketing and sales teams to run ABM programs at scale, including account selection, planning, engagement and reporting. Platforms enable the creation of target account lists by unifying first- and third-party data. In addition, platforms may engage audiences by activating channels such as display advertising, social advertising, email and sales engagement, using a mix of native capabilities and integrations. ABM platforms help B2B marketers and sellers to create a set of target accounts and engage buying team members with relevant outreach and content to help buyers explore and evaluate their solutions.

Active metadata management is a set of capabilities that enables continuous access and processing of metadata that support ongoing analysis over a different spectrum of maturity, use cases and vendor solutions. Active metadata outputs range from design recommendations based upon execution results and reports of runtime steps through, and indicators of, business outcomes achieved. The resulting recommendations from those analytics are issued as design inputs to humans or system-level instructions that are expected to have a response.

Advertising technology (ad tech) platforms help digital marketing leaders plan, buy and manage digital advertising campaigns across channels, including, but not limited to, display, video, streaming TV and audio, mobile, social media and search. They provide functions for campaign planning, media buying, advertising analysis and optimization and automation. Ad tech platforms can be used by buy-side and sell-side agents.

The adaptive project management and reporting (APMR) market is defined by technologies that can support multiple delivery models to optimize project management practices and complex resource management needs across an organization. These tools promote continuous collaboration and unification of diverse and distributed teams. To support accelerating rates of change and continuous value delivery, these tools adapt to changing customer needs and governance approaches across multiple organizational designs and operating models. They provide multiple execution approaches that are grounded in value-based decision making and the time-to-value perceptions of their customers. Organizations need tools to support the integration of traditional development practices alongside agile, adaptive and hybrid ways of working while driving high levels of productivity from contributors and team members. The dynamic and complex multiple organizational operating model design of all organizations makes the correct governance approach imperative, yet difficult to achieve. To drive organizationwide outcomes, APMR tools need to support adaptive decision making without incurring additional bureaucracy.

Gartner defines the market of AI in communications service provider (CSP) customer and business operations as commercial off-the-shelf (COTS) products. They are either capabilities embedded in CSP-specific operational technology (OT) applications (such as channels, CRM and other business support system [BSS] applications) or industry-agnostic horizontal applications delivering AI/machine learning (ML)-based customer and business operations in CSPs. CSP customer and business operations refer to marketing, sales, customer acquisition, customer journey, billing and revenue management, revenue assurance, and related risk management. The scope of AI products covers data readiness, life cycle management of algorithms and their application to CSP customer and business operations. AI in CSP customer and business operations helps CSPs utilize AI/ML to generate insights and automate business processes across a wide range of customer and business operations areas. These areas include marketing, sales, configure-price-quote (CPQ), order management, product management, billing and revenue management, customer journey and care, revenue assurance, and fraud/risk management. An example can be intelligent chatbots utilizing natural language processing for customer interaction use cases to automate call center operations. These products assist with insights and automation and help CSPs manage the life cycle of AI/ML algorithms, gradually enabling ModelOps/AIOps.

AI Writing Assistant Software allows users to create original and high-quality content in different styles and tones. To create such content, it leverages machine learning and natural language processing (NLP) technologies, which provide suggestions based on previously entered material and perform writing-related jobs, including spell check, grammar check, text predictions, and plagiarism detection. In addition, the scope of content ranged from creating long-form content to short-form content, including blogs, landing pages, product descriptions, website headlines, and more. The typical user of the software are copywriters, content marketers, communication leaders, customer service agents, authors, journalists, bloggers, and other wordsmiths.

Gartner defines analytics and business intelligence platforms (ABI) as those that enable organizations to model, analyze and visualize data to support informed decision making and value creation. These platforms facilitate the preparation of data and the creation of interactive dashboards, reports and visualizations to uncover patterns, predict trends and optimize operations. By doing so, they empower users to collaborate and effectively communicate the dimensions and measures that drive their organization. The platforms may also optionally include the ability to create, modify or enrich a semantic model, including business rules. Analytics and business intelligence platforms integrate data from multiple sources, such as databases, spreadsheets, cloud services and external data feeds, to provide a unified view of data, breaking down silos and transforming raw data into meaningful insights. They also allow users to clean, transform and prepare data for analysis, in addition to creating data models that define relationships between different data entities.