Cheryl Ragland, Chief Marketing Officer, Spirent Communications

What was the most significant change/evolution your respective industry underwent in 2024?

The biggest trend is that 2024 was an AI Renaissance.  Everything became focused on how AI helps across all elements in the marketing organization, from creating content operational efficiency to helping personalize the customer journey. AI can take a large amount of data and cipher it down into helping us understand what that journey looks like and how we can personalize it.

In terms of your respective industry, which industry/market trend are you betting big on for 2025?

In 2025, I think it becomes not even just that AI is in this Renaissance, but AI is here. Now we need to figure out how we better utilize it and align it with human skills. Cyber security is also going to continue to be a huge trend with the amount of information and data that’s being shared. How do you protect the privacy of a customer? How do we balance what AI offers with the needs we have around security?