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
Predictions 2026: Trust And Privacy — How GenAI, Deepfakes, And Privacy Tech Will Affect Trust Globally
Discover Forrester’s 2026 trust and privacy predictions: how genAI, deepfake detection, and privacy technologies will reshape consumer and business trust worldwide.
Blog
AI And The Future Of Experience Design: Takeaways From Adobe MAX
Adobe enables more of the design workflow, meeting users where they are and balancing solving pain points with new innovations.
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
AI Is Rewriting Software Work: What It Means For Your Team
Over the past 6–9 months, our team has been working on one of the most ambitious research efforts I’ve led at Forrester: a dual-track program combining dozens of qualitative interviews with development leaders and practitioners and a rigorous quantitative analysis of AI’s employment impact across the software development lifecycle (SDLC). Working shoulder to shoulder with […]
Podcast
Just Another Number? Introducing Forrester’s Total Experience Score
This week on the CX Cast, Forrester research director Rick Parrish joins Martin and Angelina to discuss Forrester's new Total Experience Score — a framework designed to unify brand and CX measurement. Tune in to hear why legacy metrics like Net Promoter Score℠ (NPS) and customer satisfaction (CSAT) are no longer sufficient, and how the Total Experience Score provides a more nuanced, actionable view of your brand.
Blog
Create Emotionally Positive Digital Experiences For Differentiation And Growth
To drive loyalty and differentiate in a world where customers increasingly connect via digital channels, you must create digital experiences that are not only easy and effective but also emotionally resonant. Learn why emotionally resonant experiences matter now and what makes a digital experience emotionally resonant.
Blog
What Trader Joe’s Can Teach Us About AI Use Cases
The Lessons Of Today Can Be Found In The Past Early in the history of Trader Joe’s, founder Joe Coulombe was faced with a fundamental dilemma. Trader Joe’s was trying to establish itself as a differentiated alternative to both convenience stores and generic big-box retailers. The selection and assortment of items that its stores carried […]
Blog
Predictions 2026: Prepare For AI, Security, And Integrated Network Infrastructure And Operations
Forrester’s 2026 predictions for technology infrastructure and operations highlight major shifts driven by AI adoption, secure LAN expansion, and agentic AI workflows. Key trends include private AI factory growth, edge computing with microservers, SASE and LAN convergence, and autonomous AI preventing outages — crucial insights for tech leaders navigating digital transformation.
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
It’s Time To Reinvent B2B Influencer Relations
Today’s B2B buyers are often armed with clear insights about the products or solutions they need and the providers they prefer before they directly engage. And it’s frequently the growing impact of external influencers — independent third-party organizations and individuals such as the business press, review sites, industry analysts, and academics — that reshape the decision-making process.
Blog
Predictions 2026: AI Gets Real For Customer Service — But It’s Not Glamorous Work
AI won’t transform customer service in 2026 — but foundational work will. Discover how the customer service space will evolve in the coming year.
Blog
Predictions 2026: Manufacturers Double Down On Basics And Plan For The Future
In the year ahead, leaders will be forced to balance incremental improvement and capacity building with a few targeted investments in the technologies they’ll need tomorrow. Explore our predictions for the smart manufacturing and mobility sectors.
Blog
Honey, I Shrunk The Factory: Why Microfactories Matter Now More Than Ever
My colleague Paul Miller pointed out that the Financial Times recently published a compelling piece titled, “Honey, I shrunk the factory.” The article spotlights the rise of microfactories — compact, flexible, and often automated production units that challenge traditional manufacturing paradigms. While it paints a vivid picture of the trend’s momentum, it also raises critical […]
Blog
Pilots, Promises, And Public Purpose: How To Say “Yes” (Or “No”) To Government AI Offers
Given that ROI for AI remains elusive, it makes sense, and is arguably an imperative, that AI decision-makers in government want to ask hard questions before accepting the next “You can’t miss this” deal …
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.
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 […]
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.
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.
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