Featured Blogs

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.

Across B2B marketing, AI is no longer an emerging technology for experimentation or being tested on the sidelines. It’s now a core part of how marketing organizations operate, and it is already reshaping marketing teams. AI Is Nearing Majority Adoption Across Marketing Use Cases Forrester’s latest research shows that AI is now widely in production […]

At Dreamforce 2026, Salesforce presented its most complete vision yet for the “agentic enterprise.” It shifted the core focus away from individual apps (such as those focused on sales, services, or marketing) and unified them through a single architecture built around data, logic and AI agents. This vision includes: (1) AIforce, Salesforce’s UX layer that […]

“Reality doesn’t care what you think.” Localization shapes experiences that most business leaders can’t personally evaluate and rarely examine closely, but whether you see the business impact or not, it’s there. Have you ever tried navigating a website in a language where you have only partial familiarity or in a country where things work differently? […]

Healthcare has a history of using technology to do a heroic amount of work. Electronic health records (EHRs) were supposed to centralize patient data; patient portals were supposed to simplify access; automation was supposed to make operations hum: Much of that didn’t happen — at least, not as neatly as demos promised. And now AI […]

On September 21, a fiber outage supporting US air traffic control operations caused significant disruptions across major East Coast airports when the primary communications circuit failed and the designated backup circuit was found to have been previously damaged by construction activity. The incident exposed how a seemingly localized network failure can quickly cascade into broad […]

National Insider Threat Awareness Month is drawing to a close. This year’s theme, “Protect Our Potential,” speaks directly to the impact that insider incidents can have. According to Forrester data, insider incidents account for 25% of data breaches, and a third of those incidents are due to malicious intent. Yet many organizations still don’t have […]

We attended Infosys’ Confluence event in Washington, DC at the historic Omni Shoreham Hotel, the hotel the Beatles stayed in before their first live US performance. John Lennon’s handwritten setlist hangs in the lobby (see the pic below). Over the course of two days, we met with Infosys and enterprise leaders talking about AI transformation. […]