Featured Blogs

The simultaneous disruption of multiple leading AI services exposed the hidden dependencies that can turn provider outages into business-wide interruptions. Learn why AI resilience, governance, and contingency planning must become essential as enterprises embed AI deeper into critical operations.

The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026 finds a market in transition. Just as the “Amazon effect” raised expectations for customer experience, the “ChatGPT effect” is raising expectations for the software that helps organizations understand them. This is a deliberately selective Wave: With only a small set of vendors included, the […]

Customers experiencing vulnerability or additional needs exist across every customer population, yet many organizations still only provide support after customers have encountered significant difficulties or harm. Leading organizations recognize that vulnerability is often dynamic, contextual, and difficult for customers to disclose and are shifting from reactive support to proactive protection. Leading firms improve customer outcomes while strengthening trust, reducing risk, and lowering the cost of remediation. A new report outlines how organizations can build integrated capabilities across people, processes, and technology to better identify, support, and protect vulnerable customers.

While most organizations are deploying predictive, generative, and agentic AI, few can directly connect those investments to revenue, customer outcomes, or profitability. As AI becomes cheaper and easier to build, the quality of the problem being solved becomes the primary determinant of value. Teams that measure success by releases, features, or utilization risk falling into […]

When Open Standard announced Open USD on June 30, 2026, the initiative quickly attracted attention in the payments and fintech industry. At launch, I argued in my blog post that Open USD was an important development but not yet a proven payment network. A strong roster of supporters can create momentum, but it does not […]

First, for some context: AI is creating a resurgence for “context” in the industry lexicon. Large language models rely on context to understand intent, resolve ambiguity, and generate accurate responses. As consumers and organizations adopt new AI technology, context plays a key role in creating relevant customer-brand interactions. Organizations don’t need to know the most about […]

Last year, we took the stage at Forrester’s Security & Risk Forum to challenge the stories leadership teams were beginning to tell themselves about AI. That keynote became our new report, Resetting Security’s AI Narrative With Boards And Executives. We wrote it because CISO clients keep coming to us with the same concern: The AI […]

Since Everyone Has Access To Increasingly Capable AI, Where Is Your Differentiation? When it comes to AI, B2B marketing leaders often focus on chatbots, prompts, content creation and agentic use cases, and model selection. Those topics are understandably relevant and where most of my AI client conversations begin. But in my experience, they aren’t usually […]

Qualtrics is betting that AI can finally make predictive decisioning practical at scale. Whether customers realize that value, however, will depend less on the technology and more on whether they have the data, governance, and operating model needed to put those insights into action.

Learn why B2B growth depends on cross-functional alignment, buying group strategies, and shared revenue goals to improve customer outcomes, accelerate pipeline, and drive growth.

As consumers turn to AI for personal finance, trust becomes the key differentiator of financial guidance.

B2B event teams are operating under increasing pressure. Budgets remain constrained, audience expectations continue to rise, and CMOs want clearer evidence that events contribute to business impact — yet not all event programs respond in the same way. Our analysis of Forrester’s Q1 2026 State Of B2B Events Survey reveals that the highest-performing organizations set […]

On September 6, Jensen Huang declared that AGI has arrived. Hours later, Gary Marcus answered that there was no evidence and no definition behind the claim. Both men are arguing without criteria. We published ours in August 2025, and by that yardstick, the frontier just crossed into competent AGI, the first of four stages.

Over the past decade, B2B go-to-market (GTM) organizations have grown increasingly complex and fragmented. Revenue operations (RevOps) functions emerged to drive consistency, efficiency, and alignment across the GTM processes and systems that connect sales, marketing, and product functions. While never seamless, RevOps managed the mission. It standardized processes, improved data quality, drove common metrics, and brought much-needed discipline […]

Marketing’s role is shaped less by strategy documents than by the expectations executives place on the function. New research reveals a significant gap between how companies currently view marketing and how marketing leaders believe the function should contribute to growth, strategy, and business performance.

Forrester examined 24 CPG brands across the digital attributes that matter most for go-to-market success. For the e-commerce dimension, we reviewed direct-to-consumer buyability and Amazon storefront presence.

OT security has moved beyond simply identifying connected devices. Learn why leading organizations are shifting their focus toward reducing operational risk, strengthening resilience, and enabling safer IT and OT security collaboration.

Many CX leaders know culture needs to change before a customer experience (CX) transformation can succeed. The challenge is knowing where to start. In this episode, Angelina Gennis and Martin Gill explore a surprisingly simple approach: using powerful customer-focused questions as organizational rituals. Drawing on real examples from executive workshops and customer-centric organizations, they explain […]

We analyzed 24 CPG brands across the digital attributes that matter most. Social media is a critical part of the consumer discovery journey, particularly as younger consumers use social platforms not only for inspiration and research but also to buy products.

AI Trust Starts Before Production AI-infused applications are moving into production faster than most enterprises can prove that they are safe, reliable, explainable, or even useful. This gap is now one of the biggest barriers to scaling AI. Our report, Trustworthy AI Starts With Testing And Evals, Not Deployment, makes a simple but urgent call […]