Featured Blogs

WPP and Omnicom’s recent success with The Coca-Cola Company’s global and North American media assignments can be summed up in one word: data. In fact, Coca-Cola and PepsiCo’s recent media agency reviews** reveal how two competing data strategies are reshaping the global media agency market. The Intelligence Engine Strategy Intelligence Engines create value by improving […]

Key Takeaways From The Forrester Wave™: Loyalty Services, Q4 2026 A rapidly evolving technology landscape changes how consumers discover brands, evaluate choices, and make decisions. This shift exposes a weakness in many loyalty strategies that rely on points and discounts alone to sustain customer relationships. Traditional loyalty programs still have a role, but brands weaken […]

IT Visibility Is No Longer A “Nice To Have” The PHP2Shell security event is rapidly becoming a board-level conversation. Two critical PHP vulnerabilities allow unauthenticated remote code execution, and security authorities are urging organizations to patch immediately. CISA has told organizations to “identify and inventory systems running any version of PHP” while warning that PHP […]

Here we go. Anthropic filed its S-1 on October 26, the formal start of its IPO. The financials will get the headlines, but read the founders’ letter at the beginning of the S-1. It describes how AI should be brought into the world as if from the AI company you would design from scratch: intelligence […]

Security teams are hearing two competing stories. In one, AI completely rewrites the rules of vulnerability discovery, exploitation, and remediation. In the other, AI simply adds speed and scale to problems that security programs already understand. The reality lies somewhere in between. Discovery Is Accelerating Faster Than Decision-Making AI analyzes code, generates findings, and proposes […]

Practitioners from Fabletics and Consensys offer detail on what it takes to move conversational AI into production—grounding deployment in customer experience, organizational readiness, and measurable outcomes. Featuring: Francesca Del Gobbo, Fabletics Dror Avieli, formerly of Consensys, current Chief Customer Officer at Elliptic And guest host Max Ball, Principal Analyst, Forrester Show notes: Generative AI promises […]

AI can accelerate analysis, reporting, insight generation, and decision support, but it won’t automatically fix the system underneath. Find answers to common questions in the first blog in our series on CX measurement.

Government technology leaders face a growing challenge. Emerging technologies are advancing quickly, but deciding what to do about them is becoming harder. It’s about more than just deciding on the technologies that governments should invest in now. Which could improve services, increase productivity, strengthen mission outcomes, or accelerate modernization? And which require government to look […]

I’ve spent much of my career thinking about B2B pricing. Before becoming an analyst, I managed global B2B businesses with lots of SKUs and channels and the pricing complexity that comes with a far-flung supply chain, transfer costs, and multitier distribution, and I’ve covered pricing strategy as an analyst for years. My Forrester landscape report […]

Bot and agent management is crucial for preventing attacks from unwanted bots. But in retail, blocking all agents can block shoppers, too.

Enterprise software no longer creates value on its own. Instead, the value comes from outcomes, and these outcomes are delivered via workflows that span business apps, data, people, and AI. In 2027, technology leaders will shift from governing applications to governing enterprise outcomes. They will do this by using cross-application workflows as the unit of […]

Forrester analyst Paul Miller introduces our predictions for automation and robotics in 2027.

At Basware’s VIP customer event in Dublin last week, the company set out an ambitious direction for invoice lifecycle management. Its roadmap brings together agentic AI, invoice data, payment fraud prevention, and e-invoicing compliance. The strategy reflects how the accounts payable (AP) automation market is changing. Touchless invoice processing remains important, but it’s becoming a […]

Advisor-Led Models Are Prone To Relationship Risks Traditionally, asset management firms and insurers focus on manufacturing the (investment or insurance) product and leave the acquisition and relationship management to advisors. The industry is built on that model, and the resulting value-exchange system generously rewards client advisors, brokers, and agents for consistently generating sales, growing assets […]

AI won’t kill marketing agencies, but it will reshape what makes them valuable. In 2027, agencies will increasingly split between intelligence-powered transformation partners and specialist executors as brands insource more content production and demand greater AI expertise.

AI will take on more of the B2B buying process in 2027, but buyers won’t hand over the final say. Discover how AI agents, human validation, and heightened risk scrutiny will reshape business buying.

What is tokenomics? How do I manage token costs? Does tokenomics matter if I only purchase AI copilot subscriptions? Questions like these dominate the bulk of my client conversations. Tech leaders believe tokenomics is simply a token cost management exercise — it isn’t. Tokenomics may be one of the most misleading terms in the AI […]

Back in June, we argued that Anthropic’s proposed IPO would change the economics of enterprise AI, reasoning that a public listing brings discipline: Pricing would “get real,” capital would chase acquisitions, and Anthropic would trade capability for cost. The public S-1, filed October 26, has the numbers we lacked a few months ago, and it […]

The private key of a certificate authority (CA) should be one of the most secure secrets in digital infrastructure. In eMudhra’s case, eight CA private keys turned out to not be very secret. In fact, they were so weak that security researchers could derive them from their corresponding public keys almost instantly. Security researcher Scott […]

Five banks have moved to block third-party AI agents from operating inside customer accounts and making transactions. Given the risks and uncertainties surrounding agentic AI, those banks’ response to AI agents having accessed their customers’ accounts is understandable. Banks are right to be concerned about fraud, unauthorized transactions, privacy risks, liability, and regulatory accountability. AI […]