Blog
Predictions 2026: The Race To Trust And Value
Volatility and innovation will continue as leaders yearn for clarity and race to differentiate on trust and genuine value. Find out what’s in store for the year ahead.
Blog
Predictions 2026: Smaller Players Emerge Through Cracks In Media’s Triopoly
For years, the Google, Meta, and Amazon triopoly has dominated media budgets — but that dominance is under threat. Learn how the media and advertising space will evolve in the year ahead.
Blog
Should B2B Brands Embrace Reddit?
Reddit’s recent partnership with G2 signals a new era for B2B brands and their buyers — one where community credibility becomes just as important as traditional content and SEO. Community spaces present both opportunity and risk, so B2B brands need to approach them strategically.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Predictions 2026: Software Development Goes From Jamming To A Full Orchestra
If software development was music, generative AI would be rewriting the score. Learn how the tune will shift in the coming year.
Blog
Predictions 2026: Consumers Find Connection In Unexpected Places
In 2026, consumers will crave connection beyond the traditional sources. In the year ahead, they will seek out offline connections while making synthetic friends. Find out more in our 2026 predictions for consumers.
Blog
Predictions 2026: How Financial Services Can Thrive Amid AI Disruption
For financial institutions, lingering trust concerns, regulatory constraints, and the relentless pace of innovation loom large. The question isn’t whether to adapt — it’s how fast and how boldly they can pivot to thrive in a zero-click, machine-driven future.
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Blog
Announcing The Forrester Wave™: Private 5G Services, Q4 2025
Leadership Defined By Business Outcomes The private 5G services market has evolved dramatically, and our new evaluation, The Forrester Wave™: Private 5G Services, Q4 2025, reflects this transformation. What was once a race to deliver connectivity has become a competition to deliver enterprise-ready, outcome-driven solutions. The leaders in this space are no longer just network providers — […]
Blog
How FreeWheel Transformed Its Product Development Lifecycle
Innovation in the fast-paced media landscape is the engine that drives growth and relevance. At FreeWheel, a Comcast company powering the premium streaming advertising ecosystem, innovation is more than a buzzword — it’s a strategic imperative. With a strong foundation and a commitment to excellence, FreeWheel saw an opportunity to evolve its internal processes to […]
2026 Predictions: 5 Shifts That Will Reshape B2B Strategy
AI agents. Influencer strategy. Pricing disruption. What’s next for B2B growth? Download the guide to uncover five bold predictions impacting marketing, sales, and product leaders in 2026.
Blog
It’s Time To Put AI To Work In Postsale Engagement
Postsale teams responsible for customer retention, growth, and advocacy gain from adopting AI to automate tasks and support interactions. They should start preparing now for the inevitable changes AI represents for postsale engagement. Our recently published research outlines common starting points and more advanced ways to put AI to work. Here is some of what […]
Blog
Six Steps To Create Intentional Consumer Personalization Programs
Most organizations struggle to deliver relevant and valuable moments that resonate with their target audiences. To succeed, organizations must better understand consumer appetite for personalized interactions, define a vision, develop a strategy, audit their data, coordinate technology, and have a measurement plan.
Blog
APAC Leads Global AI Adoption, But Regional Strategies Diverge
Four of the five leading countries in Anthropic's 2025 AI Usage Index are in the APAC region. We explain why these countries lead most of North America and Europe in enterprise AI adoption.
Blog
Predictions 2026: AI Agents, Changing Business Models, And Workplace Culture Impact Enterprise Software
In 2026, enterprise applications will move beyond the traditional role of enabling employees with digital tools to accommodating a digital workforce of AI agents. Tech leaders will be forced to decide how far to go in digitizing business processes and orchestrating workflows independent of human workers.
Blog
Forrester’s B2B Summit EMEA Reconfigured And Reenergized
At Forrester’s recent B2B Summit EMEA, leaders from across marketing, sales, product, and demand didn’t just observe change — they confronted it. From generative AI and shifting buyer expectations to the rise of dynamic buying networks, the event delivered the frameworks and clarity needed to thrive in a rapidly evolving landscape.
2026 Tech & Security Predictions You Can’t Afford To Miss
AI cleanup, budget shifts, neocloud, and quantum threats — what’s ahead could reshape your strategy. Get Forrester’s guide with five bold predictions to stay ahead and lead with trust and value.
Blog
Introducing Forrester’s OASIS Framework For Outcome-Driven Infrastructure
The infrastructure landscape is at a crossroads. As AI agents and automation reshape business operations, traditional infrastructure — often rigid, slow, and siloed — can no longer keep pace with the demands of modern enterprises. Learn how Forrester's new OASIS Framework for outcome-driven infrastructure platforms can provide the vision for how technology leaders should build infrastructure for the agentic AI era.
Blog
Adobe’s Firefly Foundry Reveals A Creative Technology Split Screen
Adobe's new managed service offering bucks a growing self-service trend and elevates the human element in AI development.
Blog
Site Search’s Seasonal Shift: The Toolkit To Adapt To Customer Holiday Behaviors And Needs
What shoppers need from their favorite retailers changes during the holiday season. Learn how to optimize your site search accordingly.
Blog
Designing Digital Products And Experiences That Delight: A Blueprint For Speed, Quality, And Customer Impact
Successful digital products and experiences evolve rapidly to meet shifting customer expectations and leverage emerging technologies — delivering outcomes that customers value. This report outlines how organizations can design and deliver superior digital experiences by adopting a structured design framework and embracing modern development practices.
Blog
Finacle Conclave 2025 Insights: An Evolving Legacy Shaping The Future Of Banking
Over two immersive days, this year's event underscored both the urgency and the opportunity for banks to evolve boldly in the face of rapid disruption.
Build A Security Org For The Future
Download our guide to help CISOs prove business value, win budget, and reduce burnout. Use our actionable framework to align security with enterprise goals, justify funding, and lead a high-performing team.
Podcast
427: Volatility, Responsible AI, And Trust
Martin and Angelina welcome back VP Principal Analyst Enza Iannopollo to discuss the evolving nature of trust in CX — especially in the context of global volatility and the rise of AI. The conversation covers Forrester’s latest research on trust, actionable strategies for organizations, and real-world examples of responsible AI.
Blog
GitHub Universe 2025: Is Microsoft Eating GitHub, Or Is It The Other Way Around?
Would GitHub’s formal transition from individual subsidiary to part of Microsoft’s CoreAI division change the vibe at this year's event? We found out.
Blog
The Evolution Of A Revenue Leader: From The Sales Floor To Operational Excellence
Along a journey from sales floors to revenue strategy, I’ve learned that growth comes from embracing challenges and learning continuously. Whether optimizing revenue operations or exploring new places with family, it all comes back to one thing: curiosity as the driving force for progress.
Blog
Predictions 2026: Automation At The Crossroads
The race to cognitive automation is well underway. Learn what this shift means for automation strategy, platforms, and governance.
Blog
Predictions 2026: The Year AI Tests The Heart Of Healthcare
In 2025, the healthcare industry experienced significant shake-ups, including the fracturing of vaccine policy and rapid innovations in digital health, all against a backdrop of eroding trust and customer experience. In 2026, we see persistent headwinds in the form of volatile policy changes, deteriorating access to care, and unchecked AI risks. Find out more in our 2026 healthcare predictions.
Blog
Why You Can’t Deliver Value: The Customer Is “Neo,” Not You
You can’t “deliver” value to customers. Customers cocreate value within their value network. Learn how to separate the myths from the truths when it comes to value creation.
Blog
Shifting From Creator Tools To Creative Participation: Adobe MAX Takeaways
Creativity has always extended beyond creative and content teams. But for years, many marketers and other employees lacked the tools, time, or skills to participate fully in shaping ideas and content. I just attended Adobe MAX 2025 and now see that reality changing. Adobe’s latest innovations aim to close those gaps by enabling anyone involved […]
Blog
Predictions 2026: Significant Shifts In CX, AI, And Microinsurance Across The Insurance Landscape
The global insurance industry is heading into a transformative year in 2026, with seismic shifts driven by the rise of AI, the urgency of customer experience, and expansion into uncharted markets. Though the challenges are steep, the opportunities are immense if insurers act boldly and strategically.
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