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Author: Keith Kirkpatrick

Embeddable Contact
April 20, 2026
 

Twilio Flex as an Embeddable Contact Center: Will Platform Integration Redefine CX Sourcing for the Enterprise?

Twilio Flex's embeddable contact center capability intensifies CCaaS competition, offering enterprises deeper integration and AI-driven customization while challenging legacy providers....
Futurum Signal Update: Will Agentic AI Differentiate Sales, Marketing & Service?
April 20, 2026

Futurum Signal Update: Will Agentic AI Differentiate Sales, Marketing & Service?

Keith Kirkpatrick, VP and Research Director at Futurum, explains the core factors that are driving the evolution of the increasingly agentic-focused sales, marketing, and service platforms market....
Will Canva AI 2.0's Quest for Enterprise Relevance be Derailed by IP Concerns?
April 17, 2026
 

Will Canva AI 2.0’s Quest for Enterprise Relevance be Derailed by IP Concerns?

Keith Kirkpatrick, VP & Research Director at The Futurum Group covers the news from Canva Create 2026, particularly the announcement of Canva AI 2.0, and discusses the key issues buyers...
Will Adobe's Firefly Assistant Redefine Agentic Creative Workflows
April 17, 2026
 

Will Adobe’s Firefly Assistant Redefine Agentic Creative Workflows?

Keith Kirkpatrick, VP & Research Director at Futurum, covers Adobe’s announcement of a new creative agent and enhanced Firefly features and capabilities, and discusses the impact on Adobe and its...
Agentic AI
April 14, 2026
 

Can HubSpot’s Agentic AI Bet Disrupt Enterprise CRM’s Old Guard?

HubSpot's new AI agents and agentic capabilities position it as a credible challenger to Salesforce and Microsoft, capturing enterprise demand for AI-powered task automation....
Adobe Stock
April 14, 2026
 

Adobe Stock’s New Site: Can Enhanced Content Discovery Drive Creative ROI for Enterprises?

Adobe redesigned Stock for enterprises with smarter search and integrations, raising questions about whether better discovery delivers real business value amid AI-driven commoditization....
Technology Friction
April 13, 2026
 

Will Technology Friction Derail the ROI Promise of Enterprise AI Investments?

Despite record AI spending, enterprises lose 51 workdays per employee yearly to technology friction due to inadequate training, undermining ROI and requiring robust user enablement for platform-first strategies to succeed....
Who Will Win the Agent Orchestration Layer Battle?
April 13, 2026

Who Will Win the Agent Orchestration Layer Battle?

Keith Kirkpatrick, VP and Research Director at Futurum, shares his insights on the battle to control the agent orchestration layer, and discusses the key aspects that concern enterprise buyers as...
ServiceNow Embeds AI Across Platform. How Far Can This Model Scale?
April 13, 2026
 

ServiceNow Embeds AI Across Platform. How Far Can This Model Scale?

Keith Kirkpatrick, Research Director at Futurum, examines ServiceNow AI platform strategy, including Context Engine and developer tools, and highlights trade-offs around control, cost visibility, and enterprise dependence....
Agentic AI
April 10, 2026
 

Oracle’s Fusion Agentic Apps: Can Platform-First AI Finally Deliver Enterprise ROI?

Oracle launches Fusion Agentic Applications with autonomous AI agents in enterprise platforms. Research shows 38.8% of enterprise buyers now expect GenAI delivery via agents, signaling a fundamental shift in how...
42.9% of Buyers Prefer Consumption Pricing for GenAI; Reject It for Core SaaS
April 10, 2026

42.9% of Buyers Prefer Consumption Pricing for GenAI; Reject It for Core SaaS

Futurum’s Keith Kirkpatrick finds enterprise buyers prefer consumption-based pricing for GenAI at 42.9%, while rejecting it for core software, a pricing bifurcation reshaping vendor strategy among 830 IT decision-makers....
Canva Doubles Down on AI and Martech to Bolster its Creative OS
April 9, 2026
 

Canva Doubles Down on AI and Martech to Bolster its Creative OS

Keith Kirkpatrick, VP and Research Director at Futurum, covers Canva’s Simtheory and Ortto acquisitions, and discusses the impact on Canva and its competitors in the highly competitive enterprise content creation...

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