Featured Blogs

On Friday, June 12, the same model class covered by our previous blog post went dark. Anthropic suspended Fable 5 and Mythos 5 worldwide after a US Commerce Department issued an export-control directive which led to requests from prominent cybersecurity pros requests to undo the action. The bypass that triggered the export controls, per Katie […]

AI agents may soon be able to shop and pay on consumers’ behalf. But today, most consumers aren’t willing to hand over the keys - trust is the real barrier. Learn more.

And just like that, another major streaming consolidation deal is in the works. Fox Corp. has agreed to acquire Roku in a $22 billion cash-and-stock deal, bringing together one of the largest owners of live sports and news with one of the most widely used connected TV platforms. The deal gives Fox access to more […]

AI agent traffic is reshaping how users interact with digital experiences. In The Forrester Wave™: Bot And Agent Trust Management Software, Q2 2026, we explore how this shift is transforming a market that has historically focused on detecting and mitigating bot attacks into one that must also enable trusted automated traffic at scale. Here are […]

I recently attended Coupa’s Inspire 2026 in Las Vegas, the company’s flagship event bringing together C-suite executives and key decision-makers across procurement, finance, and supply chain operations. This year’s event focused on two core messages: to drive Coupa’s vision and strategy around the “Network Effect,” in which buyers and sellers seamlessly interact with AI as […]

Most B2B companies claim product-led growth, but their digital commerce experience tells a different story. Here’s why PLG fails in execution — and how to fix it.

I love an axiom, something easy to remember, fast to say, and punchy enough to stick. With my older boys, I’ve often said, “If in doubt, don’t.” With my younger son, who is autistic, I say, “Stay close; stay safe.” These are short phrases with big truths, the kind that helps in the moment when […]

Many enterprises have invested heavily in application portfolio rationalization (APR) to regain control of sprawling application estates. These efforts typically focus on inventories, redundancy, and retiring outdated systems. While necessary, APR alone rarely sustains executive attention or supports long‑term digital and AI ambitions. To move beyond episodic cleanup, firms must adopt application portfolio optimization (APO) […]

Healthcare and life sciences (HCL) firms are moving fast on AI — much faster than expected. But so are consumers. From domain-specific AI tools to enterprisewide ambient technology integration, accelerating drug discovery, and connecting medical records and health apps for a more personalized experience, the momentum is real. The promise is also real: AI is […]

Brands continue to see the value in developing deeper relationships with their customers through loyalty initiatives, but investment typically flows toward technology, rewards, and promotions, with less focus on what drives differentiated experiences, personalized engagements, and emotional loyalty. This isn’t surprising, given that loyalty is both an art and a science, and it’s much easier […]

Enterprise CX transformation rarely starts with journey maps or dashboards. It starts with fixing real problems fast. In this episode of CX Cast, Angelina Gennis and Martin Gill speak with Amory Somers‑Vine, Customer Experience Director at Expereo, about leading customer‑centric change during a major B2B business model shift—from wholesale network services to enterprise partnerships. Amory […]

In today’s fast-evolving B2B landscape, marketing and sales teams face mounting challenges as buyers become more self-directed, technology reshapes workflows, and market volatility accelerates. For B2B organizations, aligning marketing and sales has always been a critical priority — but achieving that alignment is more essential today than ever before. Teams often fall into the trap […]

At Gainsight’s Pulse conference last month, CEO Chuck Ganapathi shared a question he said every customer-facing leader is hearing from their board: How do I use AI to drive higher retention? That framing was intentional, and it wasn’t set up to be a product announcement; it was a positioning statement for the company. And it set the stage for everything that followed. The company introduced a brand-new focus at […]

Customer success (CS) and customer experience (CX) are often discussed interchangeably, and for good reason. Both exist to improve customer outcomes, and both play essential roles across the customer lifecycle — but they are not interchangeable. Much like a paramedic and an ER physician, CS and CX contribute at different moments and with different tools […]

Anthropic’s Fable 5 and Mythos 5 is the most 2026 product launch you’ll read this year. The same model can find nation-state zero days, design novel drug candidates, and play FireRed on a Gameboy Advance with nothing but screenshots. And for the gaming fans out there, yes, we got Fable 5 before Fable 4. These […]

AI innovation is moving at an unprecedented rate, and geopolitical tensions show no signs of easing. Forrester identifies these factors as two primary forces reshaping the threat landscape, placing additional strain on CISOs who are already stretched thin managing increasingly complex security programs. Anthropic’s Claude Mythos Preview and Project Glasswing are early signals of how […]

CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.

If you’ve ever tried to meet someone “at Ray’s Pizzeria” in Manhattan, you already understand the contract lifecycle management (CLM) market. “Original Ray’s.” “Famous Ray’s.” “World Famous Original Ray’s.” Same name, similar awning, very different experience. That’s CLM right now: Vendors sound alike, but they’re not built alike. Diverse Functionality, Copy-Paste Claims Every vendor is […]

Generative AI has moved beyond hype to fundamentally reshape how work gets done. See how Forrester is applying AI to its own business — embedding trusted insights into everyday workflows to help clients make faster, better decisions with confidence.