Featured Blogs

Your product data was built for filters, not questions. When shopping for real estate, a home listing can tell you the number of bedrooms, square footage, lot size, and age of the property. Those facts help narrow your search. But beyond dimensions and facts, homebuyers want to know, “Can my kids safely walk to school […]

Forrester’s 2026 Data & AI Impact Award recognizes organizations that are scaling AI beyond individual use cases to drive meaningful business outcomes through trusted, enterprise-wide data and AI capabilities. This year’s winner exemplifies how a strong foundation of governance, enablement, and responsible AI can turn innovation into lasting organizational impact.

Forrester’s 2026 Technology Awards recognize organizations that are using technology strategy and enterprise architecture to drive meaningful business outcomes. This year’s North America winners showcase how leading firms are translating innovation, AI, and modernization efforts into measurable impact at scale.

Step aside Disney-21st Century Fox, the biggest takeover in Hollywood history closes today (Tuesday, October 6). After 13 months of “will they or won’t they” boardroom and courtroom drama, the conclusion to the Paramount-Warner Bros. Discovery merger saga follows last week’s antitrust settlement approval. The newly beefed-up Skydance parent company will own dozens of media […]

Choosing a Workday partner requires evaluating both provider capabilities and delivery team quality. Learn how to reduce risk and improve outcomes.

Unily’s Unite 26 was held in London on September 29 and 30, bringing together digital workplace leaders representing internal communications, IT, and HR. In the opening keynote, Unily CEO Lokdeep Singh announced the launch of Content Studio. Described as a “creative engine for enterprise content,” this new standalone offering is intended to help organizations turn […]

Recent media reports have highlighted Amazon’s decision to block Meta’s Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears focused on maintaining direct control of the customer relationship and checkout experience. Retailers Should […]

Automation is eating advertisers’ workflows. Media buying — once dependent on traders’ skills of budget allocation and bid management — has become the push of a button, where self-attributing platforms auto-optimize for advertisers’ desired outcomes. And customer understanding is increasingly cultivated by walled gardens like Amazon, Google, and Meta, which turn media planning into conversations […]

Today, as a society, we agree on little: Politics. Climate. Health. Whether a hot dog is a sandwich. But one topic is bringing us back together: artificial intelligence! According to Forrester’s Consumer Benchmark Survey, 2026, nearly nine in 10 online adults in the US and the UK have at least heard about AI, but ubiquitous […]

Forrester’s ADVICE framework guides merchants to optimize content for discoverability in their owned environment — i.e., their sites and apps. Learn what to do.

Fresh from Forrester’s London events, take a look at the provocative ideas, executive debates, and reading recommendations that got people talking.

At last week’s Oktane conference in Las Vegas, Okta unveiled its ambitious vision for transforming the Okta platform into a control plane for AI agents and extending deeper into AI security. The strategy was reflected throughout the event’s keynotes and product announcements, which focused heavily on agent identity, runtime authorization, agent-to-agent interactions, and ecosystem collaboration. […]

Learn key lessons about deploying conversational AI from practitioners who have delivered self-service applications for their organization.

A model does not have to be smarter than us to be a problem. It needs a goal that it is certain about, the resources to keep pursuing it, and no one watching. Two of those three exist already. We took one doom scenario apart to find out how worried enterprises should be.

Recent moves from major players in the market are embedding both commerce and conversation into more experiences — learn more.

Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for […]

Last week, we released The Forrester Wave™: Proactive Security Platforms, Q3 2026. This is the first evaluation of this market under this title, which has evolved from attack surface management and unified vulnerability management. Security teams have increasingly turned to vulnerability risk management, attack surface management, and exposure management to decide which weaknesses matter most. […]

As Accenture prepares to report its fourth-quarter and full-year fiscal 2026 financial results this Thursday, October 1, the tech consultancy has several market factors to lean on, including durable managed services growth, healthy bookings, and AI becoming commercially viable. Another interesting dynamic is that Accenture Song’s strategic importance is growing even as reporting visibility for […]

AI failures, global outages, and physical disruptions will put security and risk leaders to the test in 2027. Explore three Forrester predictions and the steps organizations can take to strengthen governance, resilience, and readiness.

The debate over digital sovereignty is entering a new phase. In 2027, European leaders will move beyond ambition to action, making pragmatic decisions about what to localize, what to protect, and where global dependencies still make strategic sense.