Blog
From time to time, Forrester publishes what we call accelerate content: material intended not to explain why something matters, but to help organizations actually do it. Our newly updated enterprise architecture policy falls squarely into this category. We usually don’t blog about this kind of material. Policies are not aspirational. They are not trend‑driven. And […]
Blog
Virtual events aren’t disappearing — but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multiday, multisession virtual events are long gone. Instead, marketers are focused on simpler virtual events, with 43% planning to run more […]
Blog
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
Podcast
A well-designed loyalty program can encourage customer behaviors that unlock shared value. Oil and gas player Emirates National Oil Company (ENOC) has a range of downstream retail offerings, from convenience stores to registration service providers. Suryaveer Singh, head of loyalty CRM and data, describes how he used ENOC's broad ecosystem to create a unique value proposition for customers.
Blog
With planned budget increases aimed at modernizing infrastructure and adopting AI at scale, retail leaders must ensure that every investment improves profitability, business resilience, and customer value.
Blog
Though US government tech spending will grow modestly this year, the context is one of profound technological realignment. Our forecast report highlights three forces defining how the world’s largest public-sector technology market will evolve in 2026 and beyond.
Blog
FinovateEurope 2026 marks the shift from AI hype to bank‑ready execution, with agentic AI, fraud intelligence, and governed innovation.
Blog
For years, many enterprise architecture (EA) teams operated in isolation, building elaborate frameworks that few understood and even fewer used. Then something shifted: Architects started solving actual business problems instead of perfecting abstract models. Our research captures this turnaround. In 2023, only 35% of digital and IT professionals said architects add value; by 2025, that figure […]
Blog
SaaS company valuations in the first week of February 2026 saw a massive sell-off. In seven days, over $1 trillion in market capitalization was erased from software stocks. The sell-off was triggered by the rapid pace of AI agent innovation, with the market betting on a massive shift of how work gets done and the […]
Blog
After three years of genAI investment, the CEOs of public companies have begun disclosing the investments and impact on their companies. We examined the Q3 2025 earnings transcripts of 20 public companies in retail, financial services, and manufacturing — including Walmart, Bank of America, Capital One, Lowe’s, Thermo Fisher Scientific, and Kraft Heinz — and […]
Blog
Predictions are a tough sport to play. If you get them all right, you played it safe by recapping existing trends or gave wishy-washy statements that are hard to verify. If you got them all wrong, you likely went for the headlines with little accountability on those claims. Every year, we try to find that […]
Blog
Forrester projects that industry technology spending will increase by $173 billion in 2026 — up 7.8% relative to last year. For insurers, technology is no longer only about modernization; it’s about intelligence, efficiency, and differentiation.
Blog
With rising levels of investment comes a clear mandate for healthcare leaders: Ensure that every dollar improves outcomes, resilience, or the patient (and employee) experience.
Blog
Anthropic is betting that ads in ChatGPT specifically will ignite a change in consumer behavior. Consumers, for their part, think differently.
Blog
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]
Blog
Financial services firms are increasing tech spending faster than the market average, signaling a deliberate bet that technology is a strategic lever and not a discretionary cost.
Blog
For decades, the healthcare industry assumed loyalty was a given. Patients would stay with the same doctor, visit the same clinic, and tolerate confusing phone trees, long wait times, limited hours, and siloed experiences. But the ground has shifted. Consumers today live in a world where personalization and convenience are becoming the norm, not the exception. […]
Blog
I had the pleasure of attending an intimate conference of software gurus, creators, and practitioners, including some of the people who invented object-oriented design and agile development. The Chatham House Rule prevents me from disclosing companies and names, but think of the biggest tech companies, Fortune 1000 brands, and famous authors of seminal software development […]
Blog
How To Use Play, Props, And Pre-/Post-Engagement To Turn In-Person CX Days Into Culture-Changing Moments Games are as old as we are as people. Games give us a way of making sense of the world and of creating social interactions. They spark motivation, curiosity, and can frame everyday situations in more intellectually stimulating ways. Gamification […]
Blog
In mid‑January, a new arXiv paper introduced “context lake” as a system class for AI-era decision-making. The paper argues that multiple agents must operate on the same live and semantically consistent reality at the moment a decision is made. Around the same time, Tacnode released a product aligned with this concept — a PostgreSQL‑compatible platform […]
