150,000 agents per company by 2028. Who is…
Publications
Articles, research and insights.
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Article 6 minutes read
The Rise of Intelligent Tourism Ecosystems
From fragmented services to orchestrated systems: how AI, mobility, climate resilience, and local value are redefining destination competitiveness
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Article 10 minutes read
150,000 agents per company by 2028. Who is actually in control?
By 2028, Fortune 500 firms will run over 150,000 agents each, yet only 13% feel ready to govern them. Agents decide, they do not just execute. So the real question is not scale, but control: who decides an agent can act, and can you stop it?
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Research and Report 2 minutes read
Mortgage Credit Benchmark 2026
Sia’s Mortgage Credit Benchmark 2026 assesses the digital maturity of mortgage customer journeys across Western Europe, revealing how leading providers are using digital channels to make mortgage journeys more seamless, personalised and connected.
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Article 5 minutes read
Unified Marketing Measurement: Bringing MMM, Attribution and Experimentation Together
MMM, attribution, experimentation and research provide different views of marketing performance. Unified Marketing Measurement helps organizations combine these perspectives to make better-informed decisions.
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Article 2 minutes read
Accelerating Digital Telecom Operations
Telecom customers increasingly expect seamless, personalised experiences at any time. To meet these expectations, operators need digital operating models built around hyperautomation, real-time data, and AI
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Research and Report 4 minutes read
Agentic Commerce: Generative AI Reshapes the Purchase Journey
A study conducted by Sia and Lemrock among 1,000 consumers, enriched by an analysis of nearly 100,000 real AI queries from the Lemrock network, reveals how generative AI is already transforming distribution, pricing and customer relationships.