Tech4biz

TRENDS 2024
CONTENTS

03. #BUSINESS
It’s Time to Make the Complex 18. #DATA
In Search of a Generalized and
Reliable AI
Data Journey Simple

07. #DATAMANAGEMENT
Shunning the Standard and
Seeking Customization in
21. #AGILE
Value Orientation Will Drive
Agile Practices
Organizational Data Strategies

11. #CLOUD
5+1 Keys for Public Cloud
Providers
Keepler Tech4Biz Trends 2024 It’s Time to Make the Complex Data Journey Simple 3

#BUSINESS ěȃȈɰɰȈɽʍƃɽȈɁȶȢljƃǁɰƺɁȴɥƃȶȈljɰɽɁǹƃƺlj
common challenges in the data realm,
ɰʍƺȃƃɰɽȃljǹɁɨȴƃɽȈɁȶɁǹȈȶǹɁɨȴƃɽȈɁȶɰȈȢɁɰӗ
limited trust in data, talent shortages, and a

It’s Time to Make

ȢƃƺȟɁǹǁƃɽƃƺʍȢɽʍɨljӗƃȢɁȶǼʥȈɽȃɽȃljƃƹɰljȶƺlj
ɁǹƺȢljƃɨǼɁƃȢɰƃȶǁ¶ĀŽɰɨljȢƃɽljǁɽɁǁƃɽƃӝ

the Complex Data AʍɨȈȶǼїѕїјӗʥȈɽȃƃɰȈǼȶȈˎƺƃȶɽǹɁƺʍɰȈȶ

Journey Simple 2024, a trend is observed among large

enterprises recognizing the urgent need to
reorganize information according to
Pedro Matos | ĀɨȈȶƺȈɥƃȢ9ʍɰȈȶljɰɰAljʤljȢɁɥȴljȶɽӗĀɁɨɽʍǼƃȢ business domains. This allows the creation

Ana Manzanares | 9ʍɰȈȶljɰɰAljʤljȢɁɥȴljȶɽ Ɂǹdata products that can subsequently

serve various business applications and
Photo by Freepik
use cases, democratizing their use and
providing both internal and external servi-
ces through these products.
The year 2024 is anticipated, as has been the BUILDING PLATFORMS ORIENTED
1
trend in the last decade, to be an exciting TOWARDS DATA PRODUCTS
KÇAӳěÝӳKÇAAěĀ¸ěyÝĄÃČӖ
2
ɥljɨȈɁǁȈȶɽȃljˎljȢǁɁǹ9ȈǼAƃɽƃƃȶǁɨɽȈˎƺȈƃȢ BUILD, BUY, OR BOTH?
Intelligence / Machine Learning. These techno- AljɰɥȈɽljɽȃljljʯɥɁȶljȶɽȈƃȢǼɨɁʥɽȃɁǹƺʍɨɨljȶɽ
logies continue to evolve and increasingly play ǁƃɽƃɥȢƃɽǹɁɨȴɰɁʤljɨɽȃljɥƃɰɽǁljƺƃǁljӗʥȈɽȃƃ ɰʥljȴɁʤljȈȶɽɁїѕїљӗƹʍɰȈȶljɰɰljɰƃɨlj
a crucial role in decision-making, innovation, ɰȈǼȶȈˎƺƃȶɽȈȶƺɨljƃɰljȈȶɰɽɁɨljǁǁƃɽƃƃȶǁ increasingly turning to cloud-based data
and problem-solving across various industries. ƺɁȶɽȈȶʍɁʍɰǁljʤljȢɁɥȴljȶɽɁǹȶljʥɽljƺȃȶɁȢɁ- ɥȢƃɽǹɁɨȴɰɽɁȃƃɨȶljɰɰɽȃljɥɁʥljɨɁǹɽȃljȈɨǁƃɽƃӝ
gies, products, and associated services, ‰ɁʥljʤljɨӗʥȈɽȃƃʤƃɨȈljɽʰɁǹɁɥɽȈɁȶɰƃʤƃȈȢƃƹȢljӗ
Next, we will explore some prominent trends there is still a noticeable lack, particularly in the question arises: Should organizations
ǹɁɨɽȃljʍɥƺɁȴȈȶǼʰljƃɨƃȶǁɁʍɨɥljɨɰɥljƺɽȈʤljɁȶ many sectors, regarding the business build their own data platforms, buy one
them at Keepler. strategy supporting their implementation. from a vendor, or take a mix approach?
Keepler Tech4Biz Trends 2024 It’s Time to Make the Complex Data Journey Simple 4

ɽ¶ljljɥȢljɨAƃɽƃěljƺȃӗʥljɨljƺɁǼȶȈ˃ljɽȃƃɽ
the optimal approach is not a one-si-
˃ljӸˎɽɰӸƃȢȢɰɁȢʍɽȈɁȶӝŽȶɰɽljƃǁӗʥljƃǁʤɁƺƃɽljǹɁɨ
a pragmatic approach that considers the
ɰɥljƺȈˎƺȶljljǁɰƃȶǁƺƃɥƃƹȈȢȈɽȈljɰɁǹljƃƺȃ
client.

In many cases, a mix approach that combi-

nes both build and buy strategies can
ɥɨɁʤȈǁljɽȃljȴɁɰɽljǹǹljƺɽȈʤljɰɁȢʍɽȈɁȶӝěȃȈɰ
approach involves starting with a pre-built
ƺȢɁʍǁǁƃɽƃɥȢƃɽǹɁɨȴӗȢljʤljɨƃǼȈȶǼȈɽɰƺɁɨlj
ǹʍȶƺɽȈɁȶƃȢȈɽȈljɰƃȶǁɥɨljӸƺɁȶˎǼʍɨljǁƺɁȴɥɁ-
ȶljȶɽɰɽɁƃƺƺljȢljɨƃɽljɽȈȴljɽɁʤƃȢʍljӝɰɽȃlj
organization's data needs evolve and 3 GENERATIVE AI However, similar to other innovative
ɰɥljƺȈˎƺɨljɧʍȈɨljȴljȶɽɰljȴljɨǼljӗ technologies that have emerged in the
custom-built components can be integra- AȈɰƺʍɰɰȈȶǼ{ljȶljɨƃɽȈʤljɨɽȈˎƺȈƃȢŽȶɽljȢȢȈǼljȶ- market in the last two decades, driven by
ted to address unique complexities and ƺljӯ{ljȶŽӰȈɰȶɁɽǼɨɁʍȶǁƹɨljƃȟȈȶǼȈȶɽȃlj ɽȃljɥɁɥʍȢƃɨȈɽʰɁǹɥʍƹȢȈƺƺȢɁʍǁӗɽljƺȃȶɁȢɁ-
ljȶȃƃȶƺljɽȃljɥȢƃɽǹɁɨȴӡɰƺƃɥƃƹȈȢȈɽȈljɰӝ past year, and asserting that it will be a gical democratization with pay-as-you-go
trend in 2024 is simply acknowledging an ȴɁǁljȢɰӗƃȶǁɽȃljɨȈɰljɁǹƹȈǼǁƃɽƃӗɽȃljɽɨʍlj
Especially in complex organizations, we ljʤȈǁljȶɽɽɨʍɽȃӝ:ȃƃȢȢljȶǼljɰǹƃƺljǁƹʰɰɁƺȈljɽʰ ƺȃƃȢȢljȶǼljȢȈljɰȈȶɽɨƃȶɰǹɁɨȴȈȶǼɽȃljʍɰljɁǹ
see a strong need to leverage the build and the technology sector, particularly in ɽȃljɰljɽljƺȃȶɁȢɁǼȈljɰƹljʰɁȶǁȴljɨljɥɨɁɁǹɁǹ
approach to address the associated ɽljɨȴɰɁǹɨljǼʍȢƃɽȈɁȶƃȶǁljɽȃȈƺɰӗƃɨlj concepts.
complexities. This allows organizations to well-known. The creation and application
ɽƃȈȢɁɨɽȃljǁƃɽƃɥȢƃɽǹɁɨȴɽɁɽȃljȈɨɰɥljƺȈˎƺ ɁǹɨljǼʍȢƃɽɁɨʰǹɨƃȴljʥɁɨȟɰƹljƺɁȴljljɰɰljȶ- The key is to provide organizations with
needs and address unique challenges that tial to ensure responsible and ethical use the necessary mechanisms and tools to
may not be addressed by pre-built solu- of Gen AI, avoiding potential abuses or govern and deploy products and services
tions. negative impacts on society. ȈȴɥȢljȴljȶɽljǁʥȈɽȃ{ljȶŽӝěȃljgoal is to
Keepler Tech4Biz Trends 2024 It’s Time to Make the Complex Data Journey Simple 5

create scalable solutions that have sustainable ƹljȢȈljʤljɰɽȃƃɽɽȃljƺɁɨȶljɨɰɽɁȶljɁǹʤƃȢʍljɨljȴƃȈȶɰ

use, considering the current costs associated Merely reporting on the the same: dataӝŽȶɽȃljȴȈǁɰɽɁǹɽȃljɰljɽɨƃȶɰǹɁɨ-
with these models, and ensure the return on sustainability of a business mative trends, it's crucial to remember that
ȈȶʤljɰɽȴljȶɽɁǹǁljʤljȢɁɥljǁʍɰljƺƃɰljɰӗƃȟȈȶɽɁɽȃlj contributes little to the data is the foundation upon which
ȴƃȶƃǼljȴljȶɽɁǹɁɽȃljɨɽljƺȃȶɁȢɁǼȈljɰɽɁǁƃʰӝ culture and commitment of everything else is built.
companies.
4 SUSTAINABILITY ɽ¶ljljɥȢljɨӗʥljƃǁʤɁƺƃɽljǹɁɨsimplicity in the
data journeyӗǹɨɁȴɰɁʍɨƺljɽɁɥɨɁǁʍƺɽȈɁȶӝȴȈǁɰɽ
ȶɁɽȃljɨɰɽƃȶǁɁʍɽɽɁɥȈƺǁʍɨȈȶǼїѕїјӗɥɁȈɰljǁɽɁ the hype surrounding cloud hyperscalers
ȃƃʤljƃɰȈǼȶȈˎƺƃȶɽȈȴɥƃƺɽȈȶїѕїљӗȈɰɰʍɰɽƃȈȶƃ- attractive use cases. These cases will have a clear promising "seamless" data journeys, we believe
ƹȈȢȈɽʰӝŚȃljɽȃljɨǁʍljɽɁɽȃljljȶǹɁɨƺljȴljȶɽɁǹ return on investment and will help them ɽȃƃɽƃȴɁɨljǹʍȶǁƃȴljȶɽƃȢƃɥɥɨɁƃƺȃȈɰɨljɧʍȈɨljǁӖ
various regulations or the growing awareness minimize their carbon footprint on the planet. making data simple and accessible for all users.
ȈȶɁʍɨɰɁƺȈljɽʰƃƹɁʍɽɽȃljȶljljǁɽɁƺƃɨljǹɁɨɽȃlj
world we inhabit, more companies are not ĀɨɁȴɁɽȈȶǼɰʍɰɽƃȈȶƃƹȈȢȈɽʰɽȃɨɁʍǼȃɽȃljȈȴɥȢlj- ěȃljƃȢȢʍɨljɁǹɽȃljӠȴɁǁljɨȶǁƃɽƃɰɽƃƺȟӠȈɰ
only striving to be more sustainable but also ȴljȶɽƃɽȈɁȶɁǹɰɁȢʍɽȈɁȶɰɽɁȈȴɥɨɁʤljljȶljɨǼʰ ʍȶǁljȶȈƃƹȢljӗƹʍɽɽȃljɥɨɁȢȈǹljɨƃɽȈɁȶɁǹɽɁɁȢɰ
ȴljƃɰʍɨȈȶǼƃȶǁɨljɥɁɨɽȈȶǼɽȃljȈɨljǹǹɁɨɽɰӝ ljǹˎƺȈljȶƺʰӗljǹˎƺȈljȶɽȢʰȴƃȶƃǼljʥƃɰɽljӗɥɨɁȴɁɽlj and solutions can lead to overwhelming
sustainable mobility, adopt green technologies, ƺɁȴɥȢljʯȈɽʰӝŚljƹljȢȈljʤljȈȶɰɽɨljƃȴȢȈȶȈȶǼɽȃlj
However, it has been observed that merely optimize the supply chain, and responsibly ǁƃɽƃȚɁʍɨȶljʰӗȴƃȟȈȶǼȈɽȈȶɽʍȈɽȈʤljǹɁɨljʤljɨʰɁȶlj
reporting on the sustainability of a busi- manage water will encourage adoption by to collect, manage, analyze, and utilize data.
ness contributes little to the culture and business users.
ƺɁȴȴȈɽȴljȶɽɁǹƺɁȴɥƃȶȈljɰӝ Our vision for 2024 is one of data simplici-
AěծǸťěŽ:ČŽÇїѕїљӖ tyӝŚljljȶʤȈɰȈɁȶƃǁƃɽƃȢƃȶǁɰƺƃɥljʥȃljɨlj
4
KEEPLER'S VISION FOR SIMPLICITY
Nevertheless, when it comes to achieving ɁɨǼƃȶȈ˃ƃɽȈɁȶɰƺƃȶljǹǹɁɨɽȢljɰɰȢʰȶƃʤȈǼƃɽljɽȃljȈɨ
IN A COMPLEX LANDSCAPE
ɰʍɰɽƃȈȶƃƹȈȢȈɽʰɽȃɨɁʍǼȃɽȃljȈȴɥȢljȴljȶɽƃɽȈɁȶɁǹ data assets without getting bogged down
use cases aimed at improving operational ěȃljʥɁɨȢǁɁǹAƃɽƃծȶƃȢʰɽȈƺɰȈɰƃƹʍ˃˃ʥȈɽȃ in technical intricacies. This simplicity will
ljǹˎƺȈljȶƺʰƃȶǁƺɁɰɽɰƃʤȈȶǼɰȈȶʤƃɨȈɁʍɰƃɨljƃɰӣ {ljȶljɨƃɽȈʤljŽӗČʍɰɽƃȈȶƃƹȈȢȈɽʰǼɁƃȢɰӗƃȶǁ:ȢɁʍǁ empower organizations to derive actiona-
ɥɨɁƺljɰɰljɰӗʥljƃɨljɁȶɽȃljƹɨȈȶȟɁǹƹljȈȶǼƃƹȢlj AƃɽƃĀȢƃɽǹɁɨȴɰӝŚȃȈȢljɽȃljɰljƃǁʤƃȶƺljȴljȶɽɰ ble insights, drive innovation, and achieve
ɽɁɁǹǹljɨɁʍɨƺȢȈljȶɽɰƃȶǁɽȃljȈɨƹʍɰȈȶljɰɰljɰ hold immense potential, Keepler Data Tech their strategic objectives.
Keepler Tech4Biz Trends 2024 It’s Time to Make the Complex Data Journey Simple 6

In conclusion, the year 2024 is poised to be a

ǁʰȶƃȴȈƺɥljɨȈɁǁǹɁɨɽȃljȈȶɽljɨɰljƺɽȈɁȶɁǹ9ȈǼ
AƃɽƃƃȶǁɨɽȈˎƺȈƃȢŽȶɽljȢȢȈǼljȶƺljӣÃƃƺȃȈȶlj
¸ljƃɨȶȈȶǼӝ¶ljʰɽɨljȶǁɰȈȶƺȢʍǁljɽȃljɰȃȈǹɽɽɁʥƃɨǁɰ
ƹʍȈȢǁȈȶǼɥȢƃɽǹɁɨȴɰɁɨȈljȶɽljǁɽɁʥƃɨǁɰAƃɽƃ
ĀɨɁǁʍƺɽɰӗɽȃljɰɽɨƃɽljǼȈƺǁljƺȈɰȈɁȶӸȴƃȟȈȶǼ
ƹljɽʥljljȶƹʍȈȢǁȈȶǼӗƹʍʰȈȶǼӗɁɨƃƺɁȴƹȈȶƃɽȈɁȶɁǹ
ƹɁɽȃǹɁɨAƃɽƃĀȢƃɽǹɁɨȴɰӗɽȃljƺɁȶɽȈȶʍljǁljʤɁȢʍ-
ɽȈɁȶɁǹ{ljȶljɨƃɽȈʤljŽʥȈɽȃƃǹɁƺʍɰɁȶɨljɰɥɁȶɰȈ-
ble deployment, and the increasing emphasis
on sustainability in business practices.

ɰɁʍɽȢȈȶljǁƹʰ¶ljljɥȢljɨAƃɽƃěljƺȃӗthe impor-
tance of data remains paramount amidst
these transformative trendsӝěȃljʤȈɰȈɁȶǹɁɨ
2024 revolves around achieving simplicity in
the data journey, ensuring that organizations
can navigate their data assets seamlessly.
This ɰȈȴɥȢȈƺȈɽʰȈɰɰljljȶƃɰƃƺɨʍƺȈƃȢǹƃƺɽɁɨȈȶ
empowering organizations to derive actiona-
ƹȢljȈȶɰȈǼȃɽɰӗǹɁɰɽljɨȈȶȶɁʤƃɽȈɁȶӗƃȶǁɰʍƺƺljɰɰǹʍȢȢʰ
ƃɽɽƃȈȶɽȃljȈɨɰɽɨƃɽljǼȈƺɁƹȚljƺɽȈʤljɰӝȴȈǁɰɽɽȃlj
various advancements, Keepler advocates
ǹɁɨƃǹʍȶǁƃȴljȶɽƃȢƃɥɥɨɁƃƺȃɽȃƃɽɥɨȈɁɨȈɽȈ˃ljɰ
ȴƃȟȈȶǼǁƃɽƃɰȈȴɥȢljƃȶǁƃƺƺljɰɰȈƹȢljǹɁɨƃȢȢ
ʍɰljɨɰӗʍȶǁljɨɰƺɁɨȈȶǼȈɽɰɨɁȢljƃɰɽȃljǹɁʍȶǁƃ-
ɽȈɁȶʍɥɁȶʥȃȈƺȃɽȃljǹʍɽʍɨljɁǹAƃɽƃծ
ȶƃȢʰɽȈƺɰʥȈȢȢƹljƹʍȈȢɽӝ
Keepler Tech4Biz Trends 2024 Shunning the standard and seeking customization in organizational data strategies 7

#DATAMANAGEMENT with a ǁljˎȶljǁǼɁʤljɨȶƃȶƺljȴɁǁljȢ (on

ɥƃɥljɨӗƃȶǁǼljȶljɨƃȢȢʰʤljɨʰӡɰɽƃȶǁƃɨǁӡӰ
without being operationalized and
without being embedded in the daily

Shunning the Standard work of business users.

and Seeking Customization ÝȶljɁǹɽȃljȴƃȈȶɨljƃɰɁȶɰʥȃʰʥljˎȶǁ

in Organizational Data
many governance programs that do not
have the expected success is that the
Strategies ǼɁʤljɨȶƃȶƺljȴɁǁljȢǁljˎȶljǁɁȶɥƃɥljɨ
does not adapt to the reality of the
companyӯǁʍljɽɁɽȃljȢƃƺȟɁǹljʯȈɰɽljȶƺlj

Pablo Álvarez | AƃɽƃÃƃȶƃǼljȴljȶɽɰɰɁƺȈƃɽlj ɁǹɥɨɁˎȢljɰʥȈɽȃƺljɨɽƃȈȶɽljƺȃȶȈƺƃȢƺƃɥƃ-

ƹȈȢȈɽȈljɰӝӸǹʍȶƺɽȈɁȶƃȢӗʥȃljɽȃljɨǁʍljɽɁ
ɁɨǼƃȶȈ˃ƃɽȈɁȶƃȢƺʍȢɽʍɨljӗȃljɽljɨɁǼljȶljȈɽʰɁǹ
ƹʍɰȈȶljɰɰʍȶȈɽɰӗljɽƺӝӰӝ

It is nothing new to say that data is the oil ȴƃȶƃǼljȴljȶɽȈȶɽȃljƹʍɰȈȶljɰɰȈɽɰljȢǹӝ AljˎȶȈȶǼƃǁƃɽƃǼɁʤljɨȶƃȶƺljȴɁǁljȢ

ɁǹɽȃljїіɰɽƺljȶɽʍɨʰƃȶǁɁɨǼƃȶȈ˃ƃɽȈɁȶɰȃƃʤlj tailored to each organization, providing
ɨljƃȢȈ˃ljǁɽȃljɨljȢljʤƃȶɽȶƃɽʍɨljɁǹǁƃɽƃȈȶɽȃljʤƃȢʍlj Empowering business units and giving value to business units in the short
ƺȃƃȈȶɁǹɁɨǼƃȶȈ˃ƃɽȈɁȶɰӗljʤljȶƹljǼȈȶȶȈȶǼɽɁǼȈʤlj ɽȃljȴɽȃljȶljƺljɰɰƃɨʰɽɁɁȢɰǹɁɨself-con- ɽljɨȴǹɨɁȴǁƃɽƃǼɁʤljɨȶƃȶƺljƃȶǁƺɁȴ-
ȈɽɽȃljƺƃɽljǼɁɨʰɁǹƃɰɰljɽӯɰɽɨƃɽljǼȈƺӗƹʍɰȈȶljɰɰӝӝӝӰӝ sumption and self-managementɁǹȈȶǹɁɨ- ȴʍȶȈƺƃɽȈȶǼƺȢljƃɨȢʰƃȶǁljǹǹljƺɽȈʤljȢʰƃȢȢ
ȴƃɽȈɁȶʥȈȢȢƹljɽȃljȴƃȈȶɽɨljȶǁɰǹɁɨїѕїљ. ɽȃljƃǁʤƃȶɽƃǼljɰɁǹȈȴɥȢljȴljȶɽȈȶǼǼɁʤljɨ-
However, although organizations have already nance on a day-to-day basis are some
ɽƃȟljȶȈȴɥɁɨɽƃȶɽɰɽljɥɰȈȶȈȶǹɁɨȴƃɽȈɁȶȴƃȶƃǼlj- DATA GOVERNANCE INTO ɁǹɽȃljȟljʰƃƺɽȈʤȈɽȈljɰɽȃƃɽȴʍɰɽƹlj
ment, it is necessary to sow a series of OPERATIONS worked on to begin the path to the
“basics” to extract all the potential that ÝɥljɨƃɽȈɁȶƃȢȈ˃ƃɽȈɁȶɁǹɽȃlj{Ɂʤljɨȶƃȶƺlj
data has in the business and embed that ŽɽȈɰɰɽȈȢȢʤljɨʰƺɁȴȴɁȶɽɁˎȶǁɁɨǼƃȶȈ˃ƃɽȈɁȶɰ Model.
Keepler Tech4Biz Trends 2024 Shunning the standard and seeking customization in organizational data strategies 8

ɰljȢljƺɽǼɨɁʍɥɁǹɥljɁɥȢljɁɨǁljɥƃɨɽȴljȶɽɰȈȶ ɽȃljȈɨƹʍɰȈȶljɰɰǁljƺȈɰȈɁȶɰɁȶɽȃljƃȶƃȢʰɰȈɰɁǹ
DATA DEMOCRATIZATION
an organization. This concept seeks to ǁƃɽƃӝ9ʍɽǁɁȈȶǼȈɽʥȈɽȃƃƹʍɰȈȶljɰɰɰljȶɰljӗ
empower more people within an organi- generating knowledge in the data that is
Today many companies aspire to true zation by providing them with access to managed, data driven culture and provi-
"data democratization" throughout their ȴljƃȶȈȶǼǹʍȢǁƃɽƃƃȶǁɽȃljƃƹȈȢȈɽʰɽɁʍɰljȈɽ ding tools ɰɁɽȃƃɽɽȃljɁʥȶljɨɰɁǹɽȃlj
ɁɨǼƃȶȈ˃ƃɽȈɁȶӝĀɨɁƹƃƹȢʰɽȃljȴɁɰɽƺɁȴȴɁȶ ɽɁȴƃȟljȈȶǹɁɨȴljǁǁljƺȈɰȈɁȶɰӝ ȈȶǹɁɨȴƃɽȈɁȶǹʍȢˎȢȢɽȃljȈɨɨljɰɥɁȶɰȈƹȈȢȈɽʰӝ
goal of all CDOs and data leaders along
ʥȈɽȃӡɰljȢǹӸɰljɨʤȈƺljӡƃȶƃȢʰɽȈƺɰɁɨӡɰljȢǹӸƺɁȶ- Currently, the lack of data democratiza-
sumption', which are more or less the tion can be a notable problem that can
same concepts, data democratization is ƃǹǹljƺɽɁɥljɨƃɽȈɁȶƃȢljǹˎƺȈljȶƺʰӯƹȢɁƺȟƃǼljɰ
much broader than these. ǁʍljɽɁǁljɥljȶǁljȶƺljɁȶɁɽȃljɨɽljƃȴɰӰӗ
ȈȶƺɁȶɰȈɰɽljȶƺȈljɰӯɰƃȴljȈȶǹɁɨȴƃɽȈɁȶɨljɥɨlj-
ɰljȶɽȈȶǼǁȈǹǹljɨljȶɽɽȃȈȶǼɰӰƃȶǁȢƃƺȟɁǹ

Currently, the lack of data ȟȶɁʥȢljǁǼljӯȈǹŽǁɁȶӡɽɰljljȈɽӗŽǁɁȶӡɽƹljȢȈljʤlj

democratization can be a ȈɽӰӝ‰ɁʥljʤljɨӗɽȃljƺȃƃȢȢljȶǼljȈɰȶɁɽɽɁȴƃȟlj

notable problem that can ȈȶǹɁɨȴƃɽȈɁȶƃʤƃȈȢƃƹȢljɽɁljʤljɨʰɁȶljӗƹʍɽ to

affect operational do so in a controlled and governed

ljǹˎƺȈljȶƺʰӯƹȢɁƺȟƃǼljɰǁʍlj manner, ensuring access and consump-

to dependence on other ɽȈɁȶɁǹȈȶǹɁɨȴƃɽȈɁȶɽɁɽȃljɥljɁɥȢljʥȃɁ

teams). need it and ensuring that they treat it

appropriately.

ŽȶɽȃȈɰʥƃʰӗɽȃljǁljȴɁƺɨƃɽȈ˃ƃɽȈɁȶɁǹǁƃɽƃ
ȃƃɰɽȃljȈȶɽljȶɽȈɁȶɁǹɰljljȟȈȶǼɽɁeliminate
AƃɽƃǁljȴɁƺɨƃɽȈ˃ƃɽȈɁȶɨljǹljɨɰɽɁɽȃlj the barriers that exist when consuming
ɥɨɁƺljɰɰɁǹmaking information and data ȈȶǹɁɨȴƃɽȈɁȶƃȶǁljȶɰʍɨȈȶǼɽȃƃɽmore and
available and accessible to a broader more people in the organization consu-
public, rather than limiting its access to a meɽȃljȈȶǹɁɨȴƃɽȈɁȶǼljȶljɨƃɽljǁƃȶǁƹƃɰlj
Keepler Tech4Biz Trends 2024 Shunning the standard and seeking customization in organizational data strategies 9

DATA QUALITY FOCUSED ON

BUSINESS

ŚljɽƃȢȟljǁƹljǹɁɨljƃƹɁʍɽɽȃljȶljljǁɽɁɁɥljɨƃ-
tionalize data governance, and data quality
is the main tool to enable those involved in
the Data Governance ProgramɽɁɥljɨǹɁɨȴ
ɽȃljȈɨǹʍȶƺɽȈɁȶɰӝŚljƺɁȶɽȈȶʍljɽɁɰljljȈȶȴƃȶʰ
ɁɨǼƃȶȈ˃ƃɽȈɁȶɰȃɁʥǁƃɽƃɧʍƃȢȈɽʰȈɰǹɁƺʍɰljǁ
solely on technical users and is not given an
appropriate business focus.

AljˎȶȈȶǼƃȶǁȈȴɥȢljȴljȶɽȈȶǼƃAƃɽƃĂʍƃȢȈɽʰ
ĀɨɁǼɨƃȴƃɰɰɁƺȈƃɽljǁʥȈɽȃƹʍɰȈȶljɰɰɥɨɁˎȢljɰ is
ljɰɰljȶɽȈƃȢǹɁɨȴƃȟȈȶǼȈȶǹɁɨȴljǁǁljƺȈɰȈɁȶɰƃȶǁ demonstrate their commitment to corpo- ljȶljɨǼʰljǹˎƺȈljȶƺʰӗʥƃɰɽljɨljǁʍƺɽȈɁȶƃȶǁɽȃlj
ljȶɰʍɨȈȶǼɽȃƃɽɽȃljȈȶǹɁɨȴƃɽȈɁȶȃƃȶǁȢljǁȃƃɰƃ rate social responsibility, which can impro- ɨljɰɥɁȶɰȈƹȢljʍɰljɁǹȶƃɽʍɨƃȢɨljɰɁʍɨƺljɰӗȴɁɨlj
high impact on daily business processes. ve their image and reputation. ljǹˎƺȈljȶɽʍɰljɁǹljȶljɨǼʰɁɨɽȃljʍɰljɁǹǼɨljljȶ
energy. Governments and regulatory
‰ƃʤljƃAƃɽƃĂʍƃȢȈɽʰĀɨɁǼɨƃȴunderstood, Modern consumers are increasingly bodies around the world are implementing
adopted and consolidated in the business so concerned about the environmental and regulations and laws that require compa-
that reports, analysis and decisions are based ɰɁƺȈƃȢȈȴɥƃƺɽɁǹƺɁȴɥƃȶȈljɰӗƃȶǁǹƃʤɁɨ nies to operate more sustainably, such as
ɁȶɽȃljɨljƃȢȈɽʰɁǹɽȃljɁɨǼƃȶȈ˃ƃɽȈɁȶƃȶǁȶɁɽɁȶ those that show a commitment to sustai- ɽȃljǹƃȴɁʍɰKČ{ɨljǼʍȢƃɽȈɁȶɰӝ
impressions based on previous experiences. nability.
:ɁɨɨljƺɽǁƃɽƃȴƃȶƃǼljȴljȶɽȈɰƺɨʍƺȈƃȢɽɁǹƃƺlj
ěȃljȈȴɥȢljȴljȶɽƃɽȈɁȶɁǹsustainable practi- the new reality, and there are many
SUSTAINABILITY
ces ƺƃȶȢljƃǁɽɁǼɨljƃɽljɨɁɥljɨƃɽȈɁȶƃȢljǹˎƺȈljȶ- reasons why Data Management must be
cy, reduce long-term costs, improve brand taken into account to achieve the sustai-
Companies that adopt sustainable practices image and much more. This may include nable objectives that organizations set:
Keepler Tech4Biz Trends 2024 Shunning the standard and seeking customization in organizational data strategies 10

collect and analyze data related to their ɽȃljƺɁȶƺljɥɽɁǹǁƃɽƃljǹǹɁɨɽӝŚȃƃɽǁɁljɰɽȃƃɽ

ljȶʤȈɨɁȶȴljȶɽƃȢƃȶǁɰɁƺȈƃȢɥljɨǹɁɨȴƃȶƺljɽɁ ȴljƃȶӞěȃȈɰƺɁȶƺljɥɽɨljǹljɨɰɽɁɽȃljɥɁɽljȶɽȈƃȢ
meet disclosure and regulatory require- cost savings that can be obtained in other
ments, transparently demonstrate your data products thanks to having previously
sustainable practices, which can be implemented one and that must also be
crucial to comply with regulations and measured.
build trust with stakeholders and custo-
mers. ŚljȃljȢɥɁʍɨƺȢȈljȶɽɰǼȈʤljƃƹʍɰȈȶljɰɰɰljȶɰlj
to the data products and initiatives that
ƃɨljǁljɥȢɁʰljǁƃȶǁʥljɧʍƃȶɽȈǹʰɽȃljʤƃȢʍlj
THE VALUE OF DATA PRODUCTS
they are providing by evaluating the
current, previous and expected situation.
Many organizations have already made In addition, we propose continuous
great strides and have spent a long time monitoring over time by implementing a
striving to have data products on which methodology that allows us to know
they can make decisions. However, in ʥȃȈƺȃȈȶȈɽȈƃɽȈʤljɰȃƃʤljɽȃljȴɁɰɽʤƃȢʍljǹɁɨ
ȴƃȶʰƺƃɰljɰӗȈɽȈɰȶɁɽɥɁɰɰȈƹȢljɽɁɧʍƃȶɽȈǹʰ the organization and that allows us to
the value that these data products are ȴƃȟljǁljƺȈɰȈɁȶɰƃƹɁʍɽǹʍɽʍɨljʥɁɨȟɽɁƹlj
ɁǹǹljɨȈȶǼɽɁɽȃljƹʍɰȈȶljɰɰɽljƃȴɰɁȶʥȃȈƺȃ carried out.
ɽȃljʰǹɁƺʍɰӝ

ƺʍɨɨljȶɽɽɨljȶǁȈɰɽɁɧʍƃȶɽȈǹʰɽȃljȈȴɥƃƺɽ
that data products are having on organi-
zations: reputational value, increased
revenue, cost reduction, time reduction…

ȶɁɽȃljɨǹʍȶǁƃȴljȶɽƃȢƃɰɥljƺɽʥȃljȶ
ƃȶƃȢʰ˃ȈȶǼɽȃljʤƃȢʍljɁǹƃǁƃɽƃɥɨɁǁʍƺɽȈɰ

Photo by Freepik
Keepler Tech4Biz Trends 2024 5+1 keys for public cloud providers 11

#CLOUD 1 GENAI CLOUD FOCUSED

ɨɽȈˎƺȈƃȢȈȶɽljȢȢȈǼljȶƺljȃƃɰƹljljȶƃƺljȶɽɨƃȢ
topic among various public cloud provi-
ders in recent years. In 2024, this trend,

5+1 Keys for Public ɥƃɨɽȈƺʍȢƃɨȢʰ{ljȶljɨƃɽȈʤljŽӗȈɰǹʍɨɽȃljɨljȶƺɁʍ-

ɨƃǼljǁӗɨljːljƺɽȈȶǼƺɁȴɥƃȶȈljɰӡƺɁȴȴȈɽȴljȶɽ
Cloud Providers to this technology.

AȈǹǹljɨljȶɽɥʍƹȢȈƺƺȢɁʍǁɥɨɁʤȈǁljɨɰƃɨljɨƃɥȈǁȢʰ
ljʯɥƃȶǁȈȶǼɽȃljȈɨɽɁɁȢɰljɽɰǹɁɨƺɨljƃɽȈȶǼ¸ƃɨǼlj
Pablo Fernández | :ȢɁʍǁɨƺȃȈɽljƺɽ Miguel de la Fuente | :ȢɁʍǁɨƺȃȈɽljƺɽ
¸ƃȶǼʍƃǼljÃɁǁljȢɰӯ¸¸ÃӰӗƃƺƺljɰɰȈȶǼɥɨljɽɨƃȈ-
Lorenzo Campo | :ȢɁʍǁɨƺȃȈɽljƺɽ Valentín Quintas | :ȢɁʍǁɨƺȃȈɽljƺɽ
ȶljǁȴɁǁljȢɰӗƃȶǁɁǹǹljɨȈȶǼȴƃȶƃǼljǁɰljɨʤȈ-
Germán Guisado | Cloud Engineer
ƺljɰɽɁǹƃƺȈȢȈɽƃɽljƃȶǁƃƺƺljȢljɨƃɽljƃǁɁɥɽȈɁȶӝ
KʯƃȴɥȢljɰȈȶƺȢʍǁlj:ȃƃɽ{ĀěȈȶAzure,
ȴƃ˃ɁȶČƃǼljÃƃȟljɨHyperPodӗŚČěȈɽƃȶӗ
ÃɁǁljȢ:ƃɽƃȢɁǼȈȶ˃ʍɨljŽӗɁɨ˃ʍɨlj
ĀɨɁȴɥɽyȢɁʥӗljȶƃƹȢȈȶǼƺɁȴɥƃȶȈljɰɽɁ
GenAI IoT
develop specialized models quickly
without the need to access massive
ƃȴɁʍȶɽɰɁǹɨljɧʍȈɨljǁǁƃɽƃӝ
2024
Sustainability CLOUD Expected Growth
ǁǁȈɽȈɁȶƃȢȢʰӗɽɁɰʍɥɥɁɨɽɽȃȈɰǼɨɁʥɽȃӗʥljƃɨlj
TRENDS
ʥȈɽȶljɰɰȈȶǼɽȃljƺɨljƃɽȈɁȶɁǹƃȶljʥǼljȶljɨƃ-
ɽȈɁȶɁǹƺȃȈɥɰǁljɰȈǼȶljǁɰɥljƺȈˎƺƃȢȢʰǹɁɨ
ƃɨɽȈˎƺȈƃȢȈȶɽljȢȢȈǼljȶƺljӗƃɰʥljȢȢƃɰɁɥɽȈȴȈ˃ljǁ
Security & Privacy Real Time ȴƃƺȃȈȶljƺȢʍɰɽljɨɰǹɁɨǁȈɰɽɨȈƹʍɽljǁɽɨƃȈȶȈȶǼӝ
ȢɰɁӗɽȃljljȴljɨǼljȶƺljɁǹvectorized databases
Keepler Tech4Biz Trends 2024 5+1 keys for public cloud providers 12

ƃȶǁɽȃljljʯɥƃȶɰȈɁȶɁǹɽȃljȴɁɰɽɥɁɥʍȢƃɨ become priorities in this context. In the case more responsible practices in the manage-
databases to ȈȶƺȢʍǁljɽȃȈɰǹʍȶƺɽȈɁȶƃȢȈɽʰӝ ɁǹɽȃȈɨǁӸɥƃɨɽʰƃɥɥȢȈƺƃɽȈɁȶɰӗƃɽɽljȶɽȈɁȶȈɰ ȴljȶɽɁǹɽljƺȃȶɁȢɁǼȈƺƃȢɨljɰɁʍɨƺljɰӝÃƃȚɁɨ
ǹɁƺʍɰljǁɁȶǼɁʤljɨȶƃȶƺljƃȶǁƺɁȴɥȢȈƃȶƺljӗ ƺȢɁʍǁɰljɨʤȈƺljɥɨɁʤȈǁljɨɰӗɰʍƺȃƃɰŚČӗÃȈƺɨɁ-
ȶɁɽȃljɨɰȈǼȶȈˎƺƃȶɽƃɰɥljƺɽʥȈȢȢƹljɽȃlj ʥȃȈȢljǹɁɨȈȶɽljɨȶƃȢɰɁȢʍɽȈɁȶɰӗȈɰɰʍljɰɰʍƺȃƃɰ ɰɁǹɽ˃ʍɨljӗɁɨ{:ĀӗƃɨljȶɁljʯƺljɥɽȈɁȶӗƃȶǁ
ljʯɽljȶɰȈʤljɁǹǹljɨȈȶǼɁǹvirtual assistants like threats and resilience are addressed. they have committed to reducing their
:ɁǁljŚȃȈɰɥljɨljɨӗ:ɁɥȈȢɁɽӗĂɁɨVertex AI ƺƃɨƹɁȶǹɁɁɽɥɨȈȶɽƹʰɰȈǼȶȈȶǼɽȃlj Climate
Conversation, whose integration will extend ǁƃɥɽȈȶǼŽǁljȶɽȈɽʰƃȶǁƺƺljɰɰÃƃȶƃǼljȴljȶɽ Commitment. This commitment aims to
ƃƺɨɁɰɰǁȈǹǹljɨljȶɽʥɁɨȟljȶʤȈɨɁȶȴljȶɽɰӗǹɨɁȴ ӯŽÃӰǹɁɨɨɁȢljӸƹƃɰljǁƃƺƺljɰɰȈȶ{ljȶŽƹljƺɁ- ljȶɰʍɨljɽȃƃɽіѕѕՐɁǹɽȃljljȶljɨǼʰʍɰljǁƹʰ
ɽȃɁɰljɁǹǹljɨljǁƹʰƺȢɁʍǁɰljɨʤȈƺljɰɽɁɽȃɁɰlj mes crucial, as well as designing resilient ɽȃljɰljɥɨɁʤȈǁljɨɰƺɁȴljɰǹɨɁȴɨljȶljʥƃƹȢlj
created and enhanced by various compa- applications to meet availability require- sources.
ȶȈljɰǹɁɨȈȶɽljɨȶƃȢʍɰljӗƃȢȢɽȃljʥƃʰɽɁȈȶɽljǼɨƃ- ments.
tion with the most widely used IDEs in the
market. It seems necessary to have a guide to
ƃǁǁɨljɰɰɰɥljƺȈˎƺɰljƺʍɨȈɽʰǁȈȴljȶɰȈɁȶɰӝŽȶƃȶ
ŚljƺƃȶƃȶɽȈƺȈɥƃɽljƃdemocratization of ljȶʤȈɨɁȶȴljȶɽʥȃljɨlj{ljȶŽɽɨƃȶɰǹɁɨȴɰɽȃlj
generative AI models this year, driving the ƺʍɰɽɁȴljɨljʯɥljɨȈljȶƺljӗɽȃljɰljɰɽɨƃɽljǼȈljɰɁǹǹljɨƃ
ǁljʤljȢɁɥȴljȶɽɁǹɥɨɁǁʍƺɽɰɽȃƃɽɰȈȴɥȢȈǹʰɽȃlj robust approach to ensuring security in the
ƺɨljƃɽȈɁȶɁǹƃɥɥȢȈƺƃɽȈɁȶɰƹƃɰljǁɁȶɽȃȈɰ ljɨƃɁǹƃɨɽȈˎƺȈƃȢȈȶɽljȢȢȈǼljȶƺljӝ
ɽljƺȃȶɁȢɁǼʰʥȈɽȃȴɁɨljɰɽɨƃȈǼȃɽǹɁɨʥƃɨǁ
ȈȶɽljɨǹƃƺljɰӗɰʍƺȃƃɰӠ¸Ɂʥ:ɁǁljӠɁɨӠÇɁ:ɁǁljӝӠ 2 SUSTAINABILITY

ěȃljljʤɁȢʍɽȈɁȶɁǹ{ljȶljɨƃɽȈʤljɨɽȈˎƺȈƃȢŽȶɽljȢȢȈ- Society is increasingly committed to the

ǼljȶƺljɥɁɰljɰɰȈǼȶȈˎƺƃȶɽƺȃƃȢȢljȶǼljɰȈȶsecurity. environment, and companies are no excep-
The 'Generative AI Security Scoping Matrix' ɽȈɁȶӝÝʤljɨɽȃljɥƃɰɽǹljʥʰljƃɨɰӗǼɨɁʥȈȶǼ
emerges as a comprehensive tool, categori- concern about climate change has led
˃ȈȶǼ{ljȶŽɰɁȢʍɽȈɁȶɰɽɁȈǁljȶɽȈǹʰɰljƺʍɨȈɽʰ ƺɁȴɥƃȶȈljɰʥɁɨȢǁʥȈǁljɽɁǁljʤljȢɁɥǁȈǹǹljɨljȶɽ
implications. Governance, legality, risk strategies to mitigate the environmental
management, controls, and resilience impact of their operations and promote
Keepler Tech4Biz Trends 2024 5+1 keys for public cloud providers 13

Signing this Climate Commitment entails a ɥƃȶȈljɰȈȶɽȃljˎljȢǁɁǹŽɁěӯŽȶɽljɨȶljɽɁǹ

ɰȃȈǹɽȈȶɽȃljȢljʤljȢɁǹƺɁȴȴȈɽȴljȶɽɽȃljɰlj Things) on the cloudƃȶǁӗȴɁɨljɰɥljƺȈˎ-
companies have to sustainability, transitio- ƺƃȢȢʰӗȈȶɽȃljˎljȢǁɁǹŽŽɁěӯŽȶǁʍɰɽɨȈƃȢŽȶɽljɨ-
ning from its promotion as a desirable ȶljɽɁǹěȃȈȶǼɰӰӝěȃȈɰȈȶɽljɨljɰɽɽȃƃɽʥljȃƃʤlj
element in 2023 to a requirement ǹɁɨɽȃlj perceived is very much aligned with the
year 2024. This change in trend is accom- ljǹǹɁɨɽƹljȈȶǼȴƃǁljƹʰȢƃɨǼljȃʰɥljɨɰƺƃȢljɨɰ
ɥƃȶȈljǁƹʰƃʥȈǁljɨƃȶǼljɁǹɰɽɨƃɽljǼȈljɰӗ ɰʍƺȃƃɰŚČɁɨ˃ʍɨljɽɁȃljȢɥǁȈǹǹljɨljȶɽ
ȈȶƺȢʍǁȈȶǼɽȃljǁljʤljȢɁɥȴljȶɽɁǹnew proces- companies move their workloads, inclu-
sors aimed at reducing resource waste, ding data from IoT devices, to the cloud.
ɽȃljɥɨɁȴɁɽȈɁȶɁǹequipment recycling
practicesӗƃȶǁɽȃljʍɰljɁǹrenewable yɁɨŽɁěƃɨƺȃȈɽljƺɽʍɨljɰӗɽȃljƺȢɁʍǁƺƃȶƹlj
energy sourcesӝǁǁȈɽȈɁȶƃȢȢʰӗɽȃȈɰɰȃȈǹɽȈȶ the best ally as it provides capabilities
ɽɨljȶǁƃȢɰɁƹɨȈȶǼɰƃɰȈǼȶȈˎƺƃȶɽɨljǁʍƺɽȈɁȶȈȶ such as scalability, low-cost storage
ɽȃljƺɁɰɽɁǹʍɰȈȶǼɰljɨʤȈƺljɰӗƹljȶljˎɽȈȶǼɽȃɁɰlj capacity, improved security measures,
companies that adopt a sustainable work massive data processing, integration
ȴɁǁljȢӝyʍɨɽȃljɨȴɁɨljӗȈȶƃǁǁȈɽȈɁȶɽɁɽȃlj ƺƃɥƃƺȈɽʰӝӝӝʥȃȈƺȃƃɨljljɰɰljȶɽȈƃȢǹɁɨƃɨƺȃȈ-
ljǹǹɁɨɽɰȴƃǁljƹʰƺȢɁʍǁɥɨɁʤȈǁljɨɰӗȈɽȈɰƃȢɰɁ tectures that combine the physical world
ȶljƺljɰɰƃɨʰǹɁɨƺɁȴɥƃȶȈljɰʍɰȈȶǼɽȃljȈɨɰljɨʤȈ- ӯɽȃljǁljʤȈƺljɰȈȶɰɽƃȢȢljǁȈȶɽȃljɥȢƃȶɽɰӰƃȶǁ
ces to design application architectures ɽȃljʥɁɨȢǁɁǹǁƃɽƃӝŽȶƃǁǁȈɽȈɁȶӗɽȃljƺȢɁʍǁ
focusing on sustainability and to make ƃȢȢɁʥɰʍɰɽɁǁljˎȶljljɥȃljȴljɨƃȢljȶʤȈɨɁȶ-
ɨljɰɥɁȶɰȈƹȢljʍɰljɁǹƃʤƃȈȢƃƹȢljɨljɰɁʍɨƺljɰӗ ȴljȶɽɰȈȶʥȃȈƺȃɽɁƺƃɨɨʰɁʍɽɥɨɁɁǹɰɁǹ
ƃʤɁȈǁȈȶǼӗǹɁɨljʯƃȴɥȢljӗɁʤljɨɥɨɁʤȈɰȈɁȶȈȶǼӝ ƺɁȶƺljɥɽƃȶǁɽljɰɽȈȶǼɁǹǁȈǹǹljɨljȶɽǁljʤȈƺljɰӗ
ʥȈɽȃɁʍɽɨljɥɨljɰljȶɽȈȶǼƃȶʍȶƃǹǹɁɨǁƃƹȢlj
3 IOT ljƺɁȶɁȴȈƺƺɁɰɽǹɁɨƺɁȴɥƃȶȈljɰӗʥȃȈƺȃȈȶ
the medium term will result in the quali-
During 2023 and especially in the last ɽʰӗɨɁƹʍɰɽȶljɰɰƃȶǁɨljȢȈƃƹȈȢȈɽʰɁǹɽȃljƃɨƺȃȈ-
ɽʥɁɧʍƃɨɽljɨɰɁǹɽȃljʰljƃɨӗƃɽ¶ljljɥȢljɨʥlj tectures deployed in productive environ-
ȃƃʤljɰljljȶƃǼɨɁʥȈȶǼȈȶɽljɨljɰɽǹɨɁȴƺɁȴӸ ments.
Keepler Tech4Biz Trends 2024 5+1 keys for public cloud providers 14

2023 in IoT, we expect that during 2024 this ɰɁȢʍɽȈɁȶɰǹɨɁȴȃʰɥljɨɰƺƃȢljɨɰӯŚČ¶ȈȶljɰȈɰӗ

ɽɨljȶǁʥȈȢȢƺɁȶɰɁȢȈǁƃɽljƃȶǁɽȃljɥɨljɰljȶƺljɁǹ ˃ʍɨljKʤljȶɽ‰ʍƹɰӗɁɨ{:ĀĀʍƹČʍƹӰƃɨlj
companies in the public cloud will be ƺɁɰɽӸljǹǹljƺɽȈʤljɽɁɰƺƃȢljӗɁɨʥȃljɽȃljɨʥljɰȃɁʍȢǁ
ǼɨljƃɽljɨӗljȶɨȈƺȃȈȶǼɽȃljljƺɁɰʰɰɽljȴɁǹǁƃɽƃƃȶǁ ɁɥɽǹɁɨɁɽȃljɨɰɁȢʍɽȈɁȶɰȢȈȟlj¶ƃǹȟƃӝ
IoT architectures that we are designing and
implementing. Real-time data consumption will be another
ƺȃƃȢȢljȶǼljʥljʥȈȢȢǹƃƺljʥȃljȶȈȴɥȢljȴljȶɽȈȶǼ
4 REALTIME ARCHS real-time architectures. In this regard, hypers-
calers have launched some innovations that
The expected boom in IoT solutions in 2024 ǹƃƺȈȢȈɽƃɽljɽȃȈɰɽƃɰȟӖǹɨɁȴȢƃȟljȃɁʍɰljɰʥȈɽȃ‰ĩAŽӗ
will lead to real-time architectures gaining ŽƺljƹljɨǼӗɁɨAljȢɽƃȢƃȟljɽȃƃɽljȶƃƹȢlj:ŽAƺƃɥƃ-
importanceӝĩȶɽȈȢȶɁʥӗȈɽȃƃɰƹljljȶǁȈǹˎƺʍȢɽ bilities in the data lake (known as Transactio-
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ɽɁȚʍɰɽȈǹʰɽȃljȶljljǁǹɁɨƃɨljƃȢӸɽȈȴljƃɨƺȃȈɽljƺɽʍ- ȶƃȢAƃɽƃ¸ƃȟljӰƃȢȢɁʥȈȶǼɽȃljʍɥǁƃɽljɁǹǁƃɽƃƃɰ
ɨljӗƹɁɽȃǹɁɨǁƃɽƃȈȶǼljɰɽȈɁȶƃȶǁƺɁȶɰʍȴɥɽȈɁȶӗ ȈɽƃɨɨȈʤljɰӗɽɁɰljɨʤȈƺljɰǹɁɨɽȈȴljɰljɨȈljɰǁƃɽƃƹƃɰljɰӝ
ŽȶɽȃljŽŽɁěˎljȢǁӗɽȃljȴȈǼɨƃɽȈɁȶɁǹʥɁɨȟȢɁƃǁɰ due to the higher cost compared to batch
ȈȶɽɁɽȃljƺȢɁʍǁȴƃȟljɰȈɽljƃɰȈljɨǹɁɨƺɁȴɥƃ- solutions. Only products related to trading, ŽɽӡɰʤljɨʰȈȴɥɁɨɽƃȶɽɽɁƹljɥɨljɥƃɨljǁǹɁɨɽȃlj
nies with heavier industrial processes that monitoring or anomaly detection, logistics impact on costs associated with real-time
currently have less presence in the cloud ɁɨːljljɽȴƃȶƃǼljȴljȶɽȚʍɰɽȈˎljǁɽȃljȈɨʍɰljӝ architectures, which involve a larger volume
ӯȴƃȶʍǹƃƺɽʍɨȈȶǼӗljȶljɨǼʰӗƃǼɨȈƺʍȢɽʍɨljӗȃljƃȢ- ɨljʥljɁȶɽȃljʤljɨǼljɁǹ¶ƃɥɥƃƃɨƺȃȈɽljƺɽʍɨljɰ ɁǹǁƃɽƃƹljȈȶǼȈȶǼljɰɽljǁӗƺɁȶɰʍȴljǁӗƃȶǁ
ɽȃƺƃɨljӗljɽƺӝӰɽɁ test and migrate these becoming more important? processed. To avoid any surprises in the bill,
workloads, allowing them to explore the we must design our real-time architectures
ƺɁȴɥljɽȈɽȈʤljƃǁʤƃȶɽƃǼljɰɁǹȃƃʤȈȶǼƃƺȢɁʍǁ ŽȶƃǁǁȈɽȈɁȶɽɁȃƃʤȈȶǼɰɥljƺȈˎƺljȶǁɥɁȈȶɽɰǹɁɨ with a calculator at hand.
environment, without dispensing with ɽȃljȈȶǼljɰɽȈɁȶɁǹŽɁěǁljʤȈƺljɰǹɁɨɥɨɁɥɨȈljɽƃɨʰ
ȈȶǁʍɰɽɨȈƃȢɰɽƃȶǁƃɨǁɰȈȶɽljɨȴɰɁǹɰljƺʍɨȈɽʰӗ ɥɨɁɽɁƺɁȢɰӯÃĂěěӗÃĂĀӗŤÃĀĀӗAAČӗljɽƺӝӰӗ 5 SECURITY AND PRIVACY
protocols or asset management. ɽȃljˎɨɰɽƺȃƃȢȢljȶǼljɁʍɨɨljƃȢӸɽȈȴljƃɨƺȃȈɽljƺɽʍ-
ɨljɰȴʍɰɽǹƃƺljȈɰȃƃʤȈȶǼƃȶljʤljȶɽƹʍɰɰƺƃȢljǁ ěȃljʰljƃɨїѕїљȢɁɁȴɰƃɰƃƺɨʍƺȈƃȢȴɁȴljȶɽǹɁɨ
Given the growing interest that we at to support the entire data volume. It will cloud services, especially regarding security
¶ljljɥȢljɨƃɨljljʯɥljɨȈljȶƺȈȶǼǁʍɨȈȶǼɽȃljljȶǁɁǹ be essential to evaluate whether managed ƃȶǁɥɨȈʤƃƺʰӝɰƹʍɰȈȶljɰɰljɰȈȶƺɨljƃɰȈȶǼȢʰɽʍɨȶɽɁ
Keepler Tech4Biz Trends 2024 5+1 keys for public cloud providers 15

ɽȃljƺȢɁʍǁǹɁɨɽȃljȈɨɰɽɁɨƃǼljƃȶǁǁƃɽƃɥɨɁƺljɰ- ǹɨɁȶɽȈljɨӢȈɽȈɰƹljǼȈȶȶȈȶǼɽɁƹljɰʍƹȚljƺɽɽɁƃ In conclusion, the year 2024 promises to

ɰȈȶǼȶljljǁɰӗɽȃljǁljȴƃȶǁǹɁɨɨɁƹʍɰɽɰɁȢʍ- regulatory landscape that demands be a pivotal moment for the security and
ɽȈɁȶɰɽɁɰƃǹljǼʍƃɨǁɰljȶɰȈɽȈʤljȈȶǹɁɨȴƃɽȈɁȶ accountability and transparency. privacy of cloud services. Companies
has never been more critical. navigating this landscape with a proactive
KÇěKĄĀĄŽČKӳ:¸ŽKÇěěĄĩČěAťÇÎ:Č approach, embracing technological advan-
TECHNOLOGICAL INNOVATION ces, and adapting to evolving regulatory
ěɨʍɰɽȈɰɽȃljƺʍɨɨljȶƺʰɁǹɽȃljǁȈǼȈɽƃȢljɨƃӗƃȶǁ ǹɨƃȴljʥɁɨȟɰӗʥȈȢȢȶɁɽɁȶȢʰɰljƺʍɨljɽȃljȈɨ
ÝȶljɁǹɽȃljǁljˎȶȈȶǼƃɰɥljƺɽɰɁǹїѕїљʥȈȢȢƹlj ƺɁȴɥƃȶȈljɰƃɨljƃʥƃɨljɁǹȈɽɰɨɁȢljȈȶƺʍɰɽɁ- digital assets but also build the trust that is
ɽȃljɧʍljɰɽǹɁɨɽljƺȃȶɁȢɁǼȈƺƃȢƃǁʤƃȶƺljɰ mer relationships. In 2024, the emphasis indispensable in our interconnected world.
aimed at strengthening the security on maintaining data privacy is not just
infrastructureɁǹƺȢɁʍǁɰljɨʤȈƺljɰӝǁʤƃȶƺljɰ ƃƹɁʍɽƺɁȴɥȢȈƃȶƺljʥȈɽȃɨljǼʍȢƃɽȈɁȶɰӢȈɽӡɰ WHERE THE MAJOR CLOUD
6
in encryption methodologies, more about fostering trust. Companies that PROVIDERS ARE HEADED
sophisticated access controls, and innova- prioritize and communicate their commit-
tive threat detection mechanisms are ment to protecting customer data in the ŽȶɨljƺljȶɽʰljƃɨɰӗɽȃljʥȈǁljɰɥɨljƃǁʍɰljɁǹƺȢɁʍǁ
expected to emerge. The goal is clear: to cloud will not only mitigate risks but also services has become a reality around the
ƺɨljƃɽljƃȶȈȴɥɨljǼȶƃƹȢljǹɁɨɽɨljɰɰƃɨɁʍȶǁɽȃlj strengthen their brand reputation. ʥɁɨȢǁӗʥȈɽȃŚČӗ˃ʍɨljƃȶǁ{:Āƃɰɽȃlj
data hosted in the cloud. ȢljƃǁȈȶǼɥɨɁʤȈǁljɨɰɁǹɥʍƹȢȈƺƺȢɁʍǁɰljɨʤȈƺljɰӝ

IMPORTANCE OF DATA yʍɨɽȃljɨǼɨɁʥɽȃȈȶɽȃljʍɰljɁǹɽȃljɰljɰljɨʤȈƺljɰȈɰ

LEGISLATIVE DEVELOPMENTS PROTECTION AND PRIVACY anticipated by 2024, with the growth associa-
ɽljǁʥȈɽȃljƃƺȃɁǹɽȃljɰljɥɨɁʤȈǁljɨɰljʯɥljƺɽljǁɽɁ
ŚljʥȈȢȢʥȈɽȶljɰɰƃɰȈǼȶȈˎƺƃȶɽǹɁƺʍɰɁȶ The year 2024 marks a paradigm shift vary according to their particular circumstan-
ȢljǼȈɰȢƃɽȈʤljɰɁȢʍɽȈɁȶɰǹɁɨɥɨȈʤƃƺʰȈɰɰʍljɰӝ where data protection and privacy take ces.
Governments worldwide recognize the center stage. Companies will be compelled
ȶljljǁǹɁɨcomprehensive data protection to integrate privacy measures into their Historically, AWS has maintained its domi-
lawsӝɰɽȃljɰljǹɨƃȴljʥɁɨȟɰljʤɁȢʤljӗƹʍɰȈȶljɰ- business strategies, ensuring that every nant position in the public cloud market, and
ses will need to adapt, ensuring that their ǁljƺȈɰȈɁȶӗǹɨɁȴȈȶǹɨƃɰɽɨʍƺɽʍɨljǁljɰȈǼȶɽɁ this trend is not expected to change through
practices align with emerging legal stan- application development, prioritizes user 2024. However, its growth rate will be mode-
dards. The cloud is no longer a lawless data security and privacy. rate compared to its main competitors,
Keepler Tech4Biz Trends 2024 5+1 keys for public cloud providers 16

mainly due to its market share which already ȴljȶɽɽɁȃljȢɥǹʍɨɽȃljɨƺȢɁɰljɽȃljǼƃɥʥȈɽȃŚČӗ should increase customer loyalty in the
ɰɽƃȶǁɰƃɽƃɥɥɨɁʯȈȴƃɽljȢʰјїՐӝӝěȃȈɰɰȈɽʍƃɽȈɁȶ ʥȃȈƺȃƺʍɨɨljȶɽȢʰɰɽƃȶǁɰƃɽƃɨɁʍȶǁіѕՐӝ long-term, and Pichai adds that by now,
ƺɁȴɥȢȈƺƃɽljɰɽȃljɥɁɰɰȈƹȈȢȈɽʰɁǹȴƃȈȶɽƃȈȶȈȶǼ more than 60% of the world's 1,000
ɰʍƺȃȃȈǼȃǼɨɁʥɽȃɨƃɽljɰӝyɁɨɽȃljƺʍɨɨljȶɽʰljƃɨӗ Over the last 3 years, GCP ȃƃɰƹljljȶɽȃljǹƃɰɽljɰɽ largest companies are Google Cloud
ŚČʥȈȢȢƺɁȶɽȈȶʍljɽɁǹɁƺʍɰɁȶɽȃljɰʍɰɽƃȈȶƃƹȈ- ǼɨɁʥȈȶǼƺȢɁʍǁɥȢƃɽǹɁɨȴȈȶljʤljɨʰɧʍƃɨɽljɨӗʥȈɽȃ customers.
ȢȈɽʰƃȶǁɰljƺʍɨȈɽʰɁǹȈɽɰƺȢɁʍǁɥȢƃɽǹɁɨȴӗȈȶ ʰljƃɨɁȶʰljƃɨǼɨɁʥɽȃɨƃɽljɰɁǹɁʤljɨјѕՐӝ‰Ɂʥlj-
addition to maintaining the strong invest- ʤljɨӗȈȶĂјɁǹїѕїјӗAzure’s growth rate In addition, there are two other trends that
ment already made in Generative AI. ȀɃȻȣƃƟƭƦG ¢DžȀȦȻǍƭ˴ȦȮȻȻǒdzƭӝŚȃȈȢljɽȃȈɰ ɥƃȈȶɽƃƹɨȈǼȃɽǹʍɽʍɨljǹɁɨ{:ĀӝěȃljˎɨɰɽɁȶljȈɰ
ƺɁʍȢǁƹljɰljljȶƃɰƃƺƃʍɰljǹɁɨƺɁȶƺljɨȶӗȈɽȈɰ ɽȃljȈȶƺɨljƃɰȈȶǼȈȴɥɁɨɽƃȶƺljɁǹData-Centric
Microsoft AzureȃƃɰɰȈǼȶȈˎƺƃȶɽȢʰȈȶƺɨljƃɰljǁ ȈȴɥɁɨɽƃȶɽɽɁɨljȴljȴƹljɨɽȃƃɽ{:ĀɰɽȈȢȢȃƃǁƃ strategies in customers around the world.
its investment in recent years to try to close much higher growth than the overall market, ŚȈɽȃVertex AIӗ{:ĀȃƃɰɽȃljȴɁɰɽɨɁƹʍɰɽ
ɽȃljǼƃɥʥȈɽȃŚČӝěȃljɰljɨljɰɁʍɨƺljɰȃƃʤlj ƃȶǁɽȃljȈɨ:KÝČʍȶǁƃɨĀȈƺȃƃȈljʯɥȢƃȈȶljǁɽȃƃɽ ʍȶȈˎljǁɥȢƃɽǹɁɨȴɽɁƃȶƃȢʰ˃ljɰɽɨʍƺɽʍɨljǁƃȶǁ
been primarily aimed at improving its ƃɨɽȈˎ- ɽȃljȴƃȈȶɨljƃɰɁȶǹɁɨɽȃljɰȢɁʥǁɁʥȶȃƃɰƹljljȶ ʍȶɰɽɨʍƺɽʍɨljǁǁƃɽƃӝŚȈɽȃƺɁȴɥljɽȈɽɁɨɰɰɽȈȢȢȶɁɽ
cial intelligence ӯŽӰƃȶǁmachine learning {ɁɁǼȢljԇɰljǹǹɁɨɽɰɽɁȃljȢɥƺʍɰɽɁȴljɨɰoptimize ȃƃʤȈȶǼǹʍȢȢʰȴƃɽʍɨljɥȢƃɽǹɁɨȴɰƃȶǁƃȶȈȶƺɨljƃ-
ӯøӰӸɨljȢƃɽljǁɰljɨʤȈƺljɁǹǹljɨȈȶǼɰӗȈȶƺȢʍǁȈȶǼɽȃlj their cloud spend. This has reduced ɰȈȶǼǁljȴƃȶǁǹɁɨƺʍɰɽɁȴȈ˃ljǁ{ljȶljɨƃɽȈʤljŽ
acquisition of OpenAI, the company that short-term growth, but this proactive vision solutions, Vertex AI could see increasedPhoto by Freepik
ƺɨljƃɽljǁ:ȃƃɽ{Āěӝ˃ʍɨljljʯɥljƺɽɰɽȃȈɰȈȶʤljɰɽӸ towards optimization and sustainability adoption in 2024.
Keepler Tech4Biz Trends 2024 5+1 keys for public cloud providers 17

yȈȶƃȢȢʰӗȈɽȈɰʥɁɨɽȃȴljȶɽȈɁȶȈȶǼɽȃƃɽ{:ĀɰɽȈȢȢ
managed to grow despite being on the
ƹƃƺȟǹɁɁɽʥȈɽȃȈɽɰ{ljȶŽɨljȢljƃɰljɰȈȶїѕїјӝ
˃ʍɨljɽɁɁȟƃǁʤƃȶɽƃǼljɁǹɽȃȈɰƹʰȴɁʤȈȶǼ
ljƃɨȢȈljɨӗƹʍɽ{ɁɁǼȢljȃƃɰˎȶƃȢȢʰƺƃɽƺȃljǁʍɥӗ
ɨljȢljƃɰȈȶǼŽȈȶɽljǼɨƃɽȈɁȶƃƺɨɁɰɰȈɽɰljȶɽȈɨlj
ŚɁɨȟɰɥƃƺljɰʍȈɽljʥȈɽȃDuet AI, as well as
ƃȶȶɁʍȶƺȈȶǼɽȃljɥɁʥljɨǹʍȢGemini.ŚȃȈȢlj
˃ʍɨljȴƃʰɰɽȈȢȢȃƃʤljɰɁȴljljƃɨȢʰӸȴɁʤljɨ
advantage, Google has historically been the
leading ML and AI company, and their
accumulated expertise, combined with their
other services such as Youtube, Search or
Google Maps, means their access to training
ǁƃɽƃƃȶǁɥɁɽljȶɽȈƃȢƃɥɥȢȈƺƃɽȈɁȶɰɁǹ{ljȶŽȈɰ
unparalleled.
Keepler Tech4Biz Trends 2024 In Search of a Generalized and Reliable AI 18

#DATA ȈȶɽȃljƺɨljƃɽȈɁȶɁǹƺɁȶɽljȶɽɁǹƃȢȢȟȈȶǁɰƃȶǁ
even in technical matters such as advice
ɁȶɽȃljƺɨljƃɽȈɁȶɁǹǁƃɽƃȴɁǁljȢɰƃȶǁƺɁǁlj
generation.

In Search of a ŚȈɽȃȈȶɽȃljƃɨljƃɁǹData Analytics, althou-

Generalized and ǼȃȈɽȈɰɽɨʍljɽȃƃɽɽȃljȈȴɥƃƺɽɁǹǼljȶljɨƃɽȈʤlj

ŽȈɰȈȶȈɽɰljƃɨȢʰɰɽƃǼljɰӗȈɽȈɰƺȢljƃɨɽȃƃɽɽȃlj

Reliable AI ȴƃȈȶɥɨɁʤȈǁljɨɰɁǹ9ʍɰȈȶljɰɰŽȶɽljȢȢȈǼljȶƺlj
tools are developing their roadmap based
on it. Tools associated with Google
Javier Pacheco | Data Scientist ӯ¸ɁɁȟljɨӰӗÃȈƺɨɁɰɁǹɽӯĀɁʥljɨ9ŽӰƃȶǁȴƃ˃Ɂȶ

Diego Duque | AƃɽƃȶƃȢʰɰɽ ӯĂʍȈƺȟČȈǼȃɽӰƹljǼƃȶɽɁȢƃʍȶƺȃɥɨljʤȈljʥ

ǹljƃɽʍɨljɰƹƃɰljǁɁȶgenerative AI that not
Photo by Freepik
only help the data analyst in the develop-
ȴljȶɽɁǹɨljɥɁɨɽɰȈȶƃȴɁɨljljǹˎƺȈljȶɽʥƃʰӗ
but also help end users to acquire inde-
Ýʤljɨɽȃljɥƃɰɽǹljʥʰljƃɨɰʥljȃƃʤljɰljljȶ ʥȈɽȃɽȃljɥljɨʤƃɰȈʤljȶljɰɰɁǹǼljȶljɨƃɽȈʤljŽ pendence when exploring the underlying
ȈȶȶɁʤƃɽȈʤljƃȶǁǹɨljȶljɽȈƺƃǁʤƃȶƺljɰɽȃƃɽƃɨlj ƃȶǁȈɽɰɽɨƃȶɰǹɁɨȴƃɽȈʤljɥɁɽljȶɽȈƃȢɽȃƃɽƃɨlj ǁƃɽƃɰljɽɰƃƺƺɁɨǁȈȶǼɽɁɰɥljƺȈˎƺȶljljǁɰӝ
ǁɨȈʤȈȶǼɽȃljˎljȢǁɁǹɨɽȈˎƺȈƃȢŽȶɽljȢȢȈǼljȶƺlj evolving the way we relate to the digital ĀɨɁȴȈȶljȶɽljʯƃȴɥȢljɰɁǹɽȃȈɰʥɁʍȢǁƹlj
ӯŽӰʥȈɽȃǼɨljƃɽǁʰȶƃȴȈɰȴӗɰʍɨɥƃɰɰȈȶǼɁʍɨ world. Duet AI in Looker, Copilot in PowerBI or
ljʯɥljƺɽƃɽȈɁȶɰƃȶǁɥɨɁȚljƺɽȈȶǼƃȃɁɨȈ˃ɁȶɁǹ the recent announcement of GenBI in
ɽɨƃȶɰǹɁɨȴƃɽȈɁȶƃȶǁljǹˎƺȈljȶƺʰȈȶƃȴʍȢɽȈɽʍ- ǁȈɨljƺɽljǹǹljƺɽɁǹɽȃȈɰƺȃƃȶǼljȈɰɽȃljauto- Amazon QuickSightʍȶǁljɨɥȈȶȶljǁƹʰĂ
ǁljɁǹȈȶǁʍɰɽɨȈƃȢƃȶǁɽljƺȃȶɁȢɁǼȈƺƃȢɥɨɁƺljɰ- mation and ljǹˎƺȈljȶƺʰɁǹɽȃljȴɁɰɽɨɁʍɽȈȶlj ǹʍȶƺɽȈɁȶƃȢȈɽʰƃȶǁɰʍɥɥɁɨɽljǁƹʰŚČ
ses. tasks related to content generation, resul- 9ljǁɨɁƺȟ¸¸ÃӡɰӝŽɽȈɰljʯɥljƺɽljǁɽȃƃɽƹʰїѕїљʥlj
ɽȈȶǼȈȶɰȈǼȶȈˎƺƃȶɽɰƃʤȈȶǼɰȈȶɽȈȴljƃȶǁ will be able to see the strengths and weak-
ɰʥljƃɥɥɨɁƃƺȃɽȃljɽȃɨljɰȃɁȢǁɁǹїѕїљӗɽȃȈɰ ɨljɰɁʍɨƺljɰӝɰƃȶljʯƃȴɥȢljӗȈɽƺƃȶƹljʍɰljǁɽɁ ȶljɰɰljɰɁǹɽȃljɰljǹʍȶƺɽȈɁȶƃȢȈɽȈljɰƃȶǁƃȶljɰɽƃ-
ljǹǹljƺɽȈɰƹljȈȶǼljʤljȶȴɁɨljljʯƃƺljɨƹƃɽljǁ write emails, generate code snippets, assist ƹȢȈɰȃȴljȶɽɁǹɽȃljȴƃǹɽljɨɽȃljȈɨȴƃɰɰȈʤljuse.
Keepler Tech4Biz Trends 2024 In Search of a Generalized and Reliable AI 19

ȈȶɽljǼɨƃɽȈɁȶɁǹƃȢȢɽȃljɰljǁȈȴljȶɰȈɁȶɰȈɰ ÝȶljɁǹɽȃljmost important challenges in

ǼɁȈȶǼɽɁƹljɽȃljȴɁɰɽƺɁȴȴɁȶǹɁɨȴɁǹ the coming years will be the evaluation of
The trend is towards
ɥɨljɰljȶɽƃɽȈɁȶɁǹʍɥƺɁȴȈȶǼgenerative AI the effectiveness and performance of
"multi-modal" generative AI.
products. these products based on LLMs (large
The integration of all these
ȢƃȶǼʍƃǼljȴɁǁljȢɰӰӝ
dimensions is going to be the
The concept of pervasive AI will be
most common form of
further developed over the next year with
presentation of upcoming
ɽȃljǁljʤljȢɁɥȴljȶɽɁǹƃʍɽɁȶɁȴɁʍɰgenera-
generative AI products.
tive AI.

“Autonomous Agents"ɰʍƺȃƃɰʍɽɁ{Āě
ӯǁljʤljȢɁɥljǁƹʰÝɥljȶŽȈȶїѕїјӰƃɨljƃɥɥȢȈ-
ěȃljȶljʯɽɰɽljɥɰɁǹgenerative AI are over- ƺƃɽȈɁȶɰɽȃƃɽljǹǹljƺɽȈʤljȢʰɁɥljɨƃɽljƃʍɽɁȶɁ-
coming conventional limitations. This mously, generating and responding
technological disruption is undergoing a iteratively to prompts or instructions until
democratization driven by the combina- ƃˎȶƃȢǼɁƃȢȈɰɨljƃƺȃljǁӝŽǁljƃȢȢʰӗɽȃȈɰɽʰɥljɁǹ
ɽȈɁȶɁǹȴƃɰɰȈʤljȢʰɽɨƃȈȶljǁȴɁǁljȢɰӗƺȢɁʍǁ ǹʍȶƺɽȈɁȶƃȢȈɽʰɰȃɁʍȢǁɥɨɁȢȈǹljɨƃɽljȈȶɽƃɰȟɰ
ƺɁȴɥʍɽȈȶǼȈȶǹɨƃɰɽɨʍƺɽʍɨljƃȶǁɁɥljȶ such as content creation, data manage-
source philosophy, making it easily acces- ment or analysis where a certain degree
ɰȈƹȢljɽɁɥɨɁǹljɰɰȈɁȶƃȢɰʥɁɨȢǁʥȈǁljӝ ɁǹƃʍɽɁȶɁȴʰɥɨɁʤȈǁljɰǼɨljƃɽƃǼȈȢȈɽʰȈȶ
development.
Recently we have seen great advances in
tools, algorithms and generative language ŽȶƺɁȶɽɨƃɰɽӗɁɽȃljɨʤƃɨȈƃȶɽɰƃɨljǁljɰȈǼȶljǁǹɁɨ
models specialized in simulating a cooperation with humans in the resolu-
ӠȴɁǁljӠɁǹljʯɥɨljɰɰȈɁȶӗƹljȈɽȢƃȶǼʍƃǼljӗ ɽȈɁȶɁǹɽƃɰȟɰƃȶǁƃɨljɥɨɁʤȈȶǼɽɁƹlj
ʤȈɰʍƃȢɰɁɨɰɁʍȶǁɰӗǹɁɨljʯƃȴɥȢljӝ‰Ɂʥljʤljɨӗ ɽɨljȴljȶǁɁʍɰȢʰljǹǹljƺɽȈʤljӗɰʍƺȃƃɰӠǼljȶɽ
the trend is towards "multi-modal" ŽӠӗʥȃȈƺȃɥɨɁʤȈǁljǼɨljƃɽƺƃɥƃƺȈɽʰǹɁɨ
ǼljȶljɨƃɽȈʤljƃɨɽȈˎƺȈƃȢȈȶɽljȢȢȈǼljȶƺlj. The personalization.
Keepler Tech4Biz Trends 2024 In Search of a Generalized and Reliable AI 20

‰ɁʥljǹǹljƺɽȈʤljȢʰǁɁljɰȈɽɨljɰɥɁȶǁɽɁǁȈʤljɨ- There are potential risks associated with

se instructions, does it generate cohe- ɽȃljʍɰljɁǹǼljȶljɨƃɽȈʤljƃɨɽȈˎƺȈƃȢȈȶɽljȢȢȈǼljȶ-
rent, accurate and contextually relevant ƺljǹɁɨȴƃȢȈƺȈɁʍɰɥʍɨɥɁɰljɰӗɰʍƺȃƃɰɽȃlj
ɁʍɽɥʍɽɰӗɁɨƃɨljɽȃljɨljǹɨljɧʍljȶɽȃƃȢȢʍƺȈȶƃ- ǼljȶljɨƃɽȈɁȶɁǹǹƃȟljȶljʥɰɁɨǁljljɥǹƃȟljɰӝ
tions that generate unwanted or inco- These issues raise concerns about privacy
rrect responses? ƃȶǁɽȃljɰɥɨljƃǁɁǹȴȈɰȈȶǹɁɨȴƃɽȈɁȶӝ

“
ÝȶljɁǹɽȃljȴƃȈȶƃɨƺȃȈɽljƺɽɰɁǹɽȃljǼɨljƃɽ
ȈȴɥƃƺɽɁǹ generative AI during 2023 has
ƹljljȶČƃȴȢɽȴƃȶӯǹɁʍȶǁljɨɁǹÝɥljȶŽӰ
SDžƃȦȻǒ˴ƟǒƃǪǒǵȻƭǪǪǒdžƭǵƟƭ who highlights that "ŽǹƃɨɽȈˎƺȈƃȢȈȶɽljȢȢȈ-
goes wrong, it can go gence goes wrong, it can go very wrong".

very wrong. This phrase hints at the great relevance

that the regulation of this technology by
Sam Altman, Founder of Open AI. governments and institutions should
have, which in turn should allow it to be
accessible to the general public so that
ʥljƺƃȶƹljȶljˎɽǹɨɁȴȈɽƃɽɽȃljɰƃȴljɽȈȴljӝ
ÃljɽɨȈƺɰƃɨljƺʍɨɨljȶɽȢʰʍɰljǁǹɁɨȴljƃɰʍɨȈȶǼ
ɥljɨǹɁɨȴƃȶƺljɁȶɰɥljƺȈˎƺɽƃɰȟɰɰʍƺȃƃɰ
translation, synthesis, text generation,
ɰʍƺȃƃɰ9¸KĩӗĄɁʍǼljӗɥljɨɥȢljʯȈɽʰɁɨ
diversity. However, research is also being
ǁɁȶljɁȶɽȃljljʤƃȢʍƃɽȈɁȶɁǹLLMs ǹɨɁȴ
other models in an autonomous way,
ʥȃȈƺȃȈɰƺʍɨɨljȶɽȢʰƃǁljʤljȢɁɥȈȶǼƃɨljƃɁǹ
research and one in which there is great
ȈȶɽljɨljɰɽǹɨɁȴɽȃljɰƺȈljȶɽȈˎƺƺɁȴȴʍȶȈɽʰӝ

Photo by Freepik
Keepler Tech4Biz Trends 2024 Value orientation will drive Agile practices 21

#AGILE ɽȃljƺɁȴɥƃȶʰӗɨljɥɨljɰljȶɽɰƃȶƃȴƃȢǼƃȴɁǹ
ːljʯȈƹȈȢȈɽʰӗƃǁƃɥɽƃƹȈȢȈɽʰand proactive
response to market changes. This
ǹɨƃȴljʥɁɨȟȴʍɰɽƹljɰɥɁȶɰɁɨljǁƹʰɽɁɥ

Value Orientation
management and implemented by all
ƃɨljƃɰɁǹɨljɰɥɁȶɰȈƹȈȢȈɽʰӝěȃljɨljǹɁɨljӗƃȃʰƹɨȈǁ

Will Drive Agile approach between a bottom-up or

ɽɁɥӸǁɁʥȶɥljɨɰɥljƺɽȈʤljȈɰɽȃljȴɁɰɽljǹǹljƺɽȈʤljӗ

Practices since it leverages the strategic vision along

ʥȈɽȃɽȃljȈȶȶɁʤƃɽȈɁȶɽȃƃɽːɁʍɨȈɰȃljɰǹɨɁȴɽȃlj
execution areas. The need to support this

Jorge Alarcón | ǼȈȢljAljȢȈʤljɨʰÃƃȶƃǼljɨ approach will continue in 2024 to accom-

pany leadership initiatives that support this
Juan Antonio Porensa | ǼȈȢljAljȢȈʤljɨʰÃƃȶƃǼljɨ
approach.
Photo by Freepik

The key to success lies in the ability to

adapt to unexpected changes, to unwan-
In an ever-changing world where innovation ȈȶɽljǼɨƃȢɥƃɨɽȈƺȈɥƃɽȈɁȶɁǹɽȃljljȶɽȈɨljɁɨǼƃȶȈɰƃɽȈɁȶӗ ɽljǁɁɨʍȶǹɁɨljɰljljȶɰȈɽʍƃɽȈɁȶɰӝěȃȈɰljȶƃƹȢljɰ
ƃȶǁƃǁƃɥɽƃƹȈȢȈɽʰƃɨljƺɨʍƺȈƃȢӗǼȈȢljɨljȴƃȈȶɰ a decisive support at the corporate level, a ƃȶɽȈӸǹɨƃǼȈȢljɰɽɨʍƺɽʍɨljɰɽȃƃɽǁɁȶɁɽƃʤɁȈǁ
ǹʍȶǁƃȴljȶɽƃȢɽɁƹʍɰȈȶljɰɰɁɨǼƃȶȈɰƃɽȈɁȶӗɽljƃȴ holistic approach that transcends mere delivery disaster or prevent it, but generate patterns
building and delivering value to customers. The ƃȶǁɽȃljʍɰljɁǹɁƹȚljƺɽȈʤljȴljɽɨȈƺɰɽɁǼʍȈǁlj that make them resilient against adversity.
year 2024 marks a new chapter in this trajectory, decision making, minimising subjective biases.
ȃȈǼȃȢȈǼȃɽȈȶǼɽȃljȈȴɥɁɨɽƃȶƺljɁǹcollaboration, KȶɽljɨɥɨȈɰljƃǼȈȢȈɽʰȈȴɥƃƺɽɰƃȢȢƃɨljƃɰɁǹƃ
ljǹˎƺȈljȶƺʰӗǼɨɁʥɽȃ and value chain improve- ENTERPRISE AGILITY AS A ƺɁȴɥƃȶʰƃȶǁʤljɨɽljƹɨƃɽljɰǹɨɁȴÃƃɨȟljɽȈȶǼ
ment to strengthen customer relationships. BACKBONE ɽɁyȈȶƃȶƺljɁɨĀljɁɥȢljӝȶǼȈȢljȴɁǁljȢ
implemented in personnel selection makes
ɽ¶ljljɥȢljɨӗʥljƺɁȶɰȈǁljɨǼȈȢljƃȟljʰljȢljȴljȶɽȈȶ Enterprise agility, understood as a method ɽȃljɥɨɁƺljɰɰȴɁɨljljǹˎƺȈljȶɽӗƃƺƺljȢljɨƃɽljɰȈɽ
improving value delivery. This requires an ɽȃƃɽɥljɨȴljƃɽljɰƃȢȢƃƺɽȈʤȈɽȈljɰƃȶǁƃɨljƃɰɁǹ ƃȶǁȈȴɥɨɁʤljɰɽȃljɧʍƃȢȈɽʰɁǹɽȃljƺƃȶǁȈǁƃɽljɰӝ
Keepler Tech4Biz Trends 2024 Value orientation will drive Agile practices 22

In 2024 we will see more and more areas or

ǁljɥƃɨɽȴljȶɽɰƹljȶljˎɽȈȶǼǹɨɁȴɽȃȈɰȴɁǁljȢȈȶ
their development and decision making.

The organisational culture is the tone that is

perceived in a company and that is unique
ɽɁljƃƺȃɁǹɽȃljȴӗȈɽɰȃɁʍȢǁȶɁɽɁȶȢʰɥɨɁȴɁɽlj
ƃǼȈȢȈɽʰӗƹʍɽƃȢɰɁɨljːljƺɽȈɽӝːljʯȈƹȢljɰɽɨʍƺɽʍɨljӗ
such as the one proposed by Keepler,
cannot be replicated, since experience is not
ɽɨƃȶɰǹljɨƃƹȢljӗƹʍɽȈɽȈɰɥɁɰɰȈƹȢljɽɁȢljƃɨȶǹɨɁȴ
his iterative collaboration and role-based Photo by Freepik

competency model.

where to make improvements. It involves an immediate trend as it collects patterns

ř¸ĩKӳČěĄKÃÃÇ{KÃKÇě ƃɰɰljɰɰȈȶǼɽȃljƺʍɨɨljȶɽɰɽƃɽʍɰӗȈǁljȶɽȈǹʰȈȶǼ ǹɨɁȴȃȈɰɽɁɨȈƺƃȢȢʰɥɨɁʤljȶɰʍƺƺljɰɰǹʍȢɽɁɁȢɰ
ƺȃƃȢȢljȶǼljɰӗǁljˎȶȈȶǼɽȃljǁljɰȈɨljǁɰɽƃɽljӗljȢȈȴȈ- ƃȶǁɥɨƃƺɽȈƺljɰӗʥȈȢȢƹljʤljɨʰʍɰljǹʍȢȈȶїѕїљ
ěȃljǁljʤljȢɁɥȴljȶɽɁǹƃʤƃȢʍljӸɰɽɨljƃȴːɁʥȈɰ nating waste and developing an action plan ǹɁɨƃɥɥɨɁƃƺȃljɰȢȈȟljɽȃȈɰƹljƺƃʍɰljȈɽƃȢɰɁ
ƺɨʍƺȈƃȢǹɁɨȈȴɥɨɁʤȈȶǼɽljƃȴƺɁȢȢƃƹɁɨƃɽȈɁȶƃȶǁ ǹɁɨɽȃljǹʍɽʍɨljӝ ɁǹǹljɨɰɽljƃȴɽʰɥɁȢɁǼȈljɰɽɁƃǁƃɥɽɽɁɽȃlj
understanding both individual and overall needs and maximise the value delivered.
ɁƹȚljƺɽȈʤljɰӝKǹǹljƺɽȈʤljʤƃȢʍljӸɰɽɨljƃȴȴƃȶƃǼlj- ěȃȈɰɥȢƃȶɰȃɁʍȢǁƹljːljʯȈƹȢljƃȶǁʍɥǁƃɽljǁ
ȴljȶɽɰȃɁɨɽljȶɰɁʤljɨƃȢȢːɁʥɽȈȴljӗɨljǁʍƺljɰ ʥȈɽȃȶljʥȈȶǹɁɨȴƃɽȈɁȶӝǼȈȢȈɰɽɰȴʍɰɽƹljƺɁȴlj :ɁȶɽȈȶʍɁʍɰʍɥǁƃɽȈȶǼɁǹȟȶɁʥȢljǁǼljȈɰ
time-to-market, improves product quality, ƃɨƺȃȈɽljƺɽɰӗǁljɰȈǼȶȈȶǼƺʍɰɽɁȴǹɨƃȴljʥɁɨȟɰɽɁ ƺɨʍƺȈƃȢӝěɨƃȈȶȈȶǼɰɰʍƺȃƃɰʍȶyȈʯɁɨɥɨɁǁʍƺɽ
involves everyone in the value chain, reduces ɰʍȈɽɽȃljȶljljǁɰɁǹɽȃljɽljƃȴƃȶǁɽȃljɁɨǼƃȶȈɰƃ- management should be combined to
ȈȶljǹˎƺȈljȶƺȈljɰƃȶǁƺɁɰɽɰӗƃȶǁɥɨɁȴɁɽljɰ tion. It is about building patterns applicable respond to changing needs, by selecting
continuous improvement. A well-managed ɽɁǁȈǹǹljɨljȶɽɽljƃȴɰӗɰljȢljƺɽȈȶǼʍɰljǹʍȢɥɨƃƺɽȈƺljɰ ƃɥɥɨɁɥɨȈƃɽljƺɁȴɥɁȶljȶɽɰǹɁɨƃǹɨƃȴljʥɁɨȟ
value-stream allows you to identify where and elements. The unFix approach, created and managing the value-stream. Conti-
value is being created and blocked and Ȉȶїѕїїƹʰ°ʒɨǼljȶɥɥljȢɁӗʥȃȈƺȃȃƃɰƹljƺɁȴlj nuous training should be driven by indivi-
Keepler Tech4Biz Trends 2024 Value orientation will drive Agile practices 23

dual curiosity and supported by innova- ɽ¶ljljɥȢljɨʥljljȴɥȃƃɰȈɰljɽȃljʍɰljɁǹǁƃɽƃɽɁ change the way decision-making is
tion workshops in secure environments, improve decision making in the value chain interpreted:
ʥȈɽȃƃƺɁȶɽȈȶʍɁʍɰǹljljǁƹƃƺȟɰʰɰɽljȴǹɁɨ and in customer delivery, supported by a
sharing experiences and learning. ƺɁɨɥɁɨƃɽljɰɽɨʍƺɽʍɨljɽȃƃɽɥɨɁȴɁɽljɰƃȶǼȈȢlj It processes and analyses vast
ƃȴɁʍȶɽɰɁǹǁƃɽƃӗȈǁljȶɽȈˎljɰɥƃɽɽljɨȶɰ
Integrating training with strategic and trends that might otherwise go
plans allows employees to adapt to A crucial factor is the data quality, unnoticed.
changing markets. Setting up trainings which must be managed by the
within the company's value-stream
teams that generate it and used It predicts tendencies and potential
to continuously improve the
ƺȃƃȈȶӗɰʍƺȃƃɰʍȶyȈʯƃȶǁɥɨɁǁʍƺɽȴƃȶƃ- outcomes so that decisions can be
decision-making process in their
gement, creates a learning path in respective domains made based on them and not just on
ɥƃɨƃȢȢljȢʥȈɽȃȟljʰȴȈȢljɰɽɁȶljɰɁǹʤƃȢʍlj accumulated history.
management. During 2024, the decisive
ɥʍɰȃǹɁɨnon-dogmatic frameworks that It uses algorithms and models, being
ƃȢȢɁʥɽȃljȈȶɽljǼɨƃɽȈɁȶɁǹɽȃɁɰljɥƃɨɽɰɽȃƃɽ ƃɥɥɨɁƃƺȃӝěȃljʍɰljɁǹobjective and ǹɨljljɁǹƃȶʰȃʍȴƃȶƹȈƃɰɽȃƃɽƺɁʍȢǁ
are most relevant depending on the ʤljɨȈˎƃƹȢljǁƃɽƃ replaces intuition and compromise objectivity in the deci-
business context will remain. ɥƃɰɽljʯɥljɨȈljȶƺljӝƺɨʍƺȈƃȢǹƃƺɽɁɨȈɰɽȃlj sion-making process.
data quality, which must be managed by
AěӳAĄŽřKÇAK:ŽČŽÝÇ the teams that generate it and used to It makes real-time recommendations,
MAKING WITH AI SUPPORT continuously improve the decision-ma- with data that is generated live, to
king process in their respective domains. ɨljɰɥɁȶǁʍȶǁljɨǁȈǹǹljɨljȶɽɰƺljȶƃɨȈɁɰɽɁ
Data-driven decision making is a key ěȃljƃǁɁɥɽȈɁȶɁǹbusiness intelligence changing conditions as they arise, as it
trend in the business environment that toolsɽȃƃɽǹɁɰɽljɨƺɁȢȢƃƹɁɨƃɽȈɁȶƹljɽʥljljȶ can use data to personalise and
ƺɁȶɰȈɰɽɰɁǹȈȶɽljǼɨƃɽȈȶǼǁƃɽƃƃȶƃȢʰɰȈɰȈȶɽɁ areas is vital to democratise and improve segment market plots and accurately
the decision-making process. This metho- ɽȃljȈȶǹɁɨȴljǁǁljƺȈɰȈɁȶӸȴƃȟȈȶǼɥɨɁƺljɰɰӝ ȈȶɽljɨɥɨljɽƺʍɰɽɁȴljɨȶljljǁɰȴɁɨljljǹǹljƺɽȈ-
dology is adapted according to the area ʤljȢʰƃȶǁɽȃʍɰȈȴɥɨɁʤljɽȃljljǹǹljƺɽȈʤlj-
ƃȶǁɽʰɥljɁǹǁljƺȈɰȈɁȶӗɨljǁʍƺȈȶǼɰʍƹȚljƺɽȈʤȈ- Logically, the omnipresence of AI is an ȶljɰɰɁǹƃȶɁɨǼƃȶȈɰƃɽȈɁȶӡɰɰɽɨƃɽljǼȈljɰӝ
ɽʰƃȶǁǹɁɰɽljɨȈȶǼȈȶǹɁɨȴljǁǁljƺȈɰȈɁȶɰӝ ʍȶƃʤɁȈǁƃƹȢljǹƃƺɽɁɨɽȃƃɽʥȈȢȢƺɁȴɥȢljɽljȢʰ
Keepler Tech4Biz Trends 2024 Value orientation will drive Agile practices 24

ŽȶїѕїљӗǼȈȢljƺƃȶƹljƺɁȴljȴʍƺȃȴɁɨlj ɰljƺɽȈɁȶɰɁǹƃɰɽljɥɥʰɨƃȴȈǁӗɽɁƹljljʯɽɨlj- ƃǁƃɥɽljǁɽɁɽȃljȶljljǁɰɁǹljƃƺȃɽljƃȴӗ

ɨljȢljʤƃȶɽƃȶǁːljʯȈƹȢljƃȶǁƹɨȈȶǼȴɁɨljʤƃȢʍlj ȴljȢʰɨljȢljʤƃȶɽǹɁɨїѕїљӖ area or company.
at all levels (business or product develop-
ȴljȶɽӰǹɨɁȴɽȃljƹljǼȈȶȶȈȶǼɽɁɽȃljljȶǁɁǹ Orientation towards value-stream impro- ŽȴɥɨljǼȶƃɽljƃȢȢƃɨljƃɰɁǹɽȃljƺɁȴɥƃȶʰʥȈɽȃ
the value chain by incorporating the ʤljȴljȶɽɰɽɨljɽƺȃȈȶǼǹɨɁȴɽȃljƹljǼȈȶȶȈȶǼƃȶǁ ɽȃljǼȈȢljɰɥȈɨȈɽƃɰƃƺɁȴȴɁȶɽȃɨljƃǁӝ
ƺɁȶƺljɥɽɁǹframework architecture and ƃȢȢɽȃljʥƃʰɽɁɽȃljljȶǁɁǹɽȃƃɽʤƃȢʍljƺȃƃȈȶӝ
placing data at the heart of decision ŚȈɽȃɽȃljɰljǹɁʍɨɥȈȢȢƃɨɰʥljƺɁʍȢǁƺɁȶƺljȶ-
making. ĀȢƃƺȈȶǼǁƃɽƃƃɽɽȃljƺljȶɽɨljɁǹǁljƺȈɰȈɁȶ ɽɨƃɽljɽȃljljǹǹɁɨɽɰɽȃƃɽƺɁȴɥƃȶȈljɰȴʍɰɽ
making to impact where it is relevant. ȴƃȟljɽɁɰljljȟƺʍɰɽɁȴljɨɰƃɽȈɰǹƃƺɽȈɁȶȈȶƃȶ
ěȃljɨljǹɁɨljӗƃɰʥljȃƃʤljɰljljȶӗʥljƺɁȶɰȈǁljɨ increasingly competitive and voracious
ǹɁʍɨɥȈȢȢƃɨɰӗʥȃȈƺȃƃɨljȈȶǹƃƺɽǁȈǹǹljɨljȶɽ ěʍɨȶƃǼȈȢȈɰɽɰȈȶɽɁǹɨƃȴljʥɁɨȟƃɨƺȃȈɽljƺɽɰӗ environment.

Photo by Freepik
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