Featured Blogs

Experience optimization (EO) has moved well beyond isolated A/B tests on webpages. Today, organizations increasingly rely on EO solutions to respond to rapidly changing customer behaviors, deliver tailored digital experience in real-time, and prove measurable business impact across digital journeys, products, and channels. We recently published The Experience Optimization Solutions Landscape, Q1 2026. It provides […]

About a year ago, a few of my Forrester colleagues and I coined a joke term for the dominant pattern vendors were passing off as “agentic.” The term was “agentish,” and it described workflows that were largely comprised of deterministic, flowchart-driven processes with LLM-based components embedded in them. The “agents” in agentish systems had little […]

What Modern Enterprises Need From Data Quality Platforms In the age of AI, data quality has become one of the most critical capabilities to promote trust in data and AI for modern enterprises. As organizations scale generative AI (genAI) and agentic AI, data quality solutions now sit at the forefront of enterprise success in the […]

Recently, there’s been some very public (and, frankly, very funny) AI agent and bot failures. Like Chipotle’s assistant supporting codegen (since patched): “Stop spending money on Claude Code. Chipotle’s support bot is free” (r/ClaudeCode) And in a surreal fashion, Washington state’s call-center hotline providing Spanish support by speaking English with a Spanish accent: “Washington state […]

Over the past several months, I’ve gotten a sharp uptick in questions from infrastructure leaders trying to make sense of rising infrastructure costs. The questions are all variations of the same theme: What’s actually driving this? Is it temporary? And what — realistically — can we do about it? The short answer is that this […]

In nearly every enterprise architecture (EA) leadership conversation I’ve had this year, the same tension surfaces: The practice is doing real work, but stakeholders can’t describe what it delivers. Expectations have surged, roles have expanded, and transformation pressures are multiplying. Yet the practice remains invisible where it matters most. EA leaders need a clear anchor: […]

A key message of Qualtrics X4 2026 was that in the age of AI, differentiation will come from who has the right context, not from who moves first.

Digital leaders know that delivering great digital experiences requires more than dashboards and metrics. It requires understanding how customers behave, why they behave that way, and how to turn those insights into decisions that improve business and customer outcomes. In our recently published report, Elevate The Digital Experience With Digital Insights, we examine how organizations […]

The latest Forrester Wave™ on email marketing service providers finds that AI capabilities contribute to a significant leap forward in functionality.

Explore the Forrester Tech Tide™ for B2C marketing technology and understand martech category maturity and investment priorities.

The application and product security landscape is evolving as threat actors demonstrate greater sophistication, placing increased demands on security programs. It’s not just the volume of attacks rising but the speed at which attackers are able to weaponize Common Vulnerabilities and Exposures, with the median time to exploit a vulnerability now under a day and […]

We’re seeing a lot of people churn in organizations at the moment, from wholesale reorganizations to CX leaders swapping jobs. This might be a sign of a healthy job market, or maybe it’s a sign that some seasoned CX leaders are quietly wondering whether they’ve hit a ceiling and are moving sideways. Ever feel like […]

Many CX leaders look at their org chart and wonder: Is this career path dead end or a launchpad? Co-hosts Martin Gill and Angelina Gennis sit down with Tina Lilje, former Head of Global Customer Experience at Philips Healthcare, to unpack what a sustainable, upward career in customer experience (CX) really looks like. We explore […]

Forrester forecasts that Asia Pacific tech spending will grow 9.3% in 2026, with the region spending over US$437 billion on new technology between 2026 and 2030. Growth is driven by software, services, communications equipment, and tech outsourcing, with computer equipment seeing the strongest category growth at 13.7%, fueled by hyperscaler investment in AI-optimized data centers. […]

At NVIDIA GTC 2026, the most consequential signal was not another leap in compute performance but how intentionally NVIDIA is redefining AI as end‑to‑end infrastructure spanning systems, software, data, and the physical world. The event underscored a longer‑term strategy focused on owning how AI is built, operated, and scaled, not just what runs fastest.

Many customer experience (CX) leaders struggle to get executive buy-in. A conversation about customer loyalty or a dashboard highlighting month-over-month channel performance just doesn’t have the sway because CX is not just about survey results or incremental improvements to channels or touchpoints — it is a primary lever for growth, trust, and long‑term competitiveness. The […]

If you couldn’t make it to NVIDIA GTC this year, you could still find plenty of AI at JavaOne. About 400 people attended the keynote in person, with more online. That keynote was called “Java for an AI World.” Oracle thinks Java is a great programming language for AI, and it claims its strength over […]

IBM just closed its $11 billion acquisition of Confluent on March 17, 2026, acquiring the data streaming platform that more than 6,500 enterprises — including 40% of the Fortune 500 — rely on to power real-time operations. Confluent was also named a Leader in The Forrester Wave™: Streaming Data Platforms, Q4 2025. The deal could […]

The industrialization of services with AI machinery has destroyed the age-old and terribly convenient time-and-materials (T&M) pricing model. T&M has been the gold standard for tech, legal, consulting, agency, audit, tax, and recruiting services for generations. And for good reason: Under T&M pricing, you pay for labor by the hour. It’s simple, familiar, broadly applicable, […]