Identifying future trends and technologies remains a million-dollar question for businesses navigating the rapidly evolving landscape of artificial intelligence. At the recent Fortune CEO Forum, Raffaella Cornaggia, formerly CEO of Kering Beauté, highlighted that the real challenge for AI isn't just innovation, but effective leadership in harnessing its potential.

The Fortune CEO Forum, which convened in 2025, brought together influential European business leaders, including executives from Shell, Philips, and Sodexo, to discuss shared priorities and challenges. A key takeaway was the importance of leveraging real-time data to understand shifting consumer tastes.

Cornaggia pointed to social media platforms like TikTok as invaluable resources. TikTok's algorithm, which surfaces content based on user behavior, acts as a powerful discovery engine. This allows consumers to stumble upon new brands and products organically. For businesses, the crucial element is tracking how trends resonate across diverse regions and communities. By identifying these patterns early, companies can determine which trends are most likely to achieve global scale.

The implications for businesses are significant. Companies that can effectively analyze and interpret the vast amounts of data generated by AI-powered platforms gain a competitive edge. This requires leaders who understand not only the technology itself but also how to translate insights into actionable strategies. The ability to anticipate market trends and adapt quickly is becoming increasingly crucial for success in the AI-driven economy.