Featured Blogs

Salesforce’s re-imagined marketplace makes buying AI and applications inside Salesforce dramatically easier and makes leaving Salesforce later even harder. Salesforce has merged three separate “stores” for apps and AI tools into a single marketplace called AgentExchange. It is live now with roughly 13,000+ ready-made apps, AI agents, and automation components. The stated goal is simple: […]

Amid escalating geopolitical conflicts, economic turmoil, and ongoing tariff chaos, chief information security officers (CISOs) are operating in a prolonged state of uncertainty in which cyberattacks have become a new component of armed conflict, expanding the attack surface just as organizations are struggling to secure AI and critical infrastructure. Security leaders are also facing budget […]

Anthropic gave leaders a blunt signal about planning for LLM charges when it introduced blended pricing for enterprise users of Claude recently. Enterprises with over 150 seatholders will now pay a blanket per-seat charge ($20 per seat at the moment), plus a variable charge based on API usage and which Claude model they’re using. When […]

Learn how banks can scale conversational experiences at CX Summit EMEA 2026

A Love Story Older Than Television The tension between CMOs and advertising agencies didn’t start with AI, procurement, or any media disruption. And history makes one thing clear: Agencies only gain power when CMOs don’t — or can’t — fully exercise theirs. It’s embedded in the very origin of the advertising agency itself. To understand […]

Following a dramatic and politically charged bidding process, Warner Bros. Discovery’s proposed acquisition of Paramount has entered its most consequential phase. On April 23, WBD shareholders will vote on whether to approve the deal — a decision that would further concentrate market power across film, TV, streaming, and news. At stake is the future of […]

Forrester’s Model Openness Framework can help you assess the real degree of openness in any AI model, whether it’s labeled open source or commercial, across three key dimensions: reproducibility, usage rights, and community momentum.

Paul Miller and Charlie Dai discuss the importance of physical AI to robots, autonomous vehicles, and other types of physical automation in their new Forrester research report.

For years, B2B vendors have optimized individual products — adding features, updating interfaces, creating APIs — but have found they have too many products with too much overlap, limited reach, and slower growth. Today, platforms, not standalone products, are becoming the new basis of competition, making the transition from products to platforms and portfolios more […]

Learn how conversational AI vendors balance rapid innovation with trust and fit for contact centers based on the 2026 Forrester Wave™ evaluation.

Verticalization is like climbing a mountain. Before you take a single step, you need clarity on the destination. Are you aiming for base camp — a lower‑commitment climb that signals relevance, gets you closer to buyers, and lets you learn the terrain with a manageable investment? Or are you preparing for the summit — committing […]

Growth makes coordination of customer problems harder – whatever your product. If your product is physical, the journey is daily, and customers are forming new habits, the “coordination tax” can erode both customer and employee experiences. In this episode, CX Cast co-host Angelina Gennis speaks with Cassidy Grace, CX Manager at Ridepanda about what it […]

B2B marketers have long relied on engagement metrics to demonstrate marketing’s value. AI is making this practice untenable.

Consumer confidence languishes near historic lows, surveys drip with despair, and media narratives fixate on fragility. And yet, consumers open their wallets, and corporate profits roll in. This is not a passing contradiction. It is the defining paradox of today’s “pessimism economy.” Our new research — Down But Not Out: Growth Strategies For The Pessimism […]

For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]

If marketing, CX, and digital leaders have learned anything in the past year, it’s mastering the art of finessing how to plan and execute — for growth! — under highly fluid conditions. Since we first published Forrester’s Leading Through Volatility series a year ago, consumer leaders have steered their organizations through rapid evolution across geopolitical events, technology (hello, agentic commerce and artificial general intelligence), role evolution (good to meet you, AI CMO), and consumer sentiment.

To advance data‑driven transformation, enterprises need structured approaches that clearly link analytics initiatives to business outcomes and communicate impact consistently. Yet most enterprises still lack mature, repeatable practices for measuring and communicating the value of enterprise investments in data and analytics. That leaves the business impact of these investments unclear. And because direct causation is […]

A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.

The Forrester Wave™: Intranet Platforms, Q2 2026 published on April 9. I conducted an in-depth analysis of 13 vendors and evaluated their platforms across 28 criteria (which included 21 criteria for current offering and seven for strategy). This assessment resulted in four Leaders, six Strong Performers, and three Contenders. Here’s A Few Things That Jumped […]