"Cornaggia noted that social media platforms such as TikTok provide real-time data that businesses can use to identify shifting consumer tastes. TikTok's algorithm surfaces content based on actual user behavior, making it a powerful discovery engine, where people often "accidentally" find new brands or products without searching for them. For businesses, the key is tracking how trends are resonating across multiple regions and communities."
"Looking ahead, leaders were optimistic about the impact of AI on work. Dave McCann is the managing partner of IBM Consulting for Europe, the Middle East, and Africa (EMEA). He claimed the real gains in productivity will come from how effectively organizations bring humans and technology together. "I see a similar evolution from not having computers to then having computers," agreed Trane Technologies' group president of EMEA, Jose La Loggia. The focus is shifting, however, from marginal productivity gains to demonstrable ROI."
The Fortune CEO Forum convenes Europe's business leaders annually, with 2025 guests including executives from Shell, Philips and Sodexo. Social media platforms such as TikTok provide near-real-time data that businesses can use to identify shifting consumer tastes; TikTok's algorithm surfaces content based on actual user behavior, creating a discovery engine where people often "accidentally" find new brands. Tracking trend resonance across regions and communities enables early identification of patterns most likely to scale globally. Leaders expect AI to boost productivity when humans and technology are effectively combined, shifting focus toward demonstrable ROI as Gartner predicts AI infrastructure spend rising to nearly $230 billion in 2025.
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