Featured Blogs

Actually, many CX leaders risk investing where it doesn’t earn loyalty. That’s because traditional prioritization of journey drivers ignores that customers don’t stay loyal because you’re doing well. They stay loyal when you are doing better than competitors in the things that matter. This blog is part of a series how customer journeys drive loyalty […]

You might assume that customers completing a journey equals success. But our data shows that’s not  true. When customers complete their journey but are uncertain whether what they did worked, it undermines loyalty. This blog is part of a series how customer journeys drive loyalty (scroll to the end for all resources). Customers’ Uncertainty On […]

Yes. Customers, whose journeys end on a high and customers whose journeys include a positive surprise are more loyal. This blog is part of a series how customer journeys drive loyalty (scroll to the end for all resources). Our Data Confirms The Peak-End-Rule For Customer Journeys The peak-end-rule states that people judge their experience as […]

Probably not. Loyalty is shaped by a handful of journey dynamics that most CX teams neither measure nor actively manage. This blog is part of a series how customer journeys drive loyalty (scroll to the end for all resources). Five Journey Practices That Strengthen Customer Loyalty To identify what drives loyalty, we examined 29 journeys […]

Why UiPath’s Strategy Aligns With Enterprise AI Adoption At this year’s UiPath Fusion event, we saw a clear shift in how automation vendors are positioning AI. Rather than promoting AI-first visions, UiPath emphasized trust, governance, and integration with existing automation investments. Based on the announcements and roadmap discussions, we believe UiPath’s strategy is well aligned […]

We’ve been working on a technology investment forecast for global manufacturing with our colleague Paul Miller. For decades, manufacturers used to compete through scale, labor arbitrage, and optimized global production networks. But tariffs, geopolitical fragmentation, workforce shortages, volatile energy prices, and rising customer expectations are now forcing them to rethink value creation. Software-defined manufacturing, industrial […]

Get key findings from Forrester’s recently published US Retail Competition Tracker, 2026, which analyzes the retail and e-commerce performance of 60 leading US retailers to identify category trends, competitive dynamics, and growth strategies.

The role of state CIOs is evolving beyond just operating government IT. At the annual conference of the National Association of State CIOs last week, discussions about AI data centers and citizen identity showed how state CIOs increasingly influence decisions that shape economic development, public trust, cybersecurity, and investment priorities. Sessions on AI data center […]

Microsoft is steadily repositioning Fabric from a unified analytics platform into a governed context layer for enterprise AI. An agent answering a revenue question needs to know which measure applies, how customers and transactions relate, and what information it may use. At FabCon and SQLCon in Barcelona, Microsoft showed how Fabric IQ, OneLake, Power BI […]

Your product data was built for filters, not questions When shopping for real estate, a home listing can tell you the number of bedrooms, square footage, lot size, and age of the property. Those facts help narrow your search. But beyond dimensions and facts, homebuyers want to know, “Can my kids safely walk to school […]

Forrester’s 2026 Data & AI Impact Award recognizes organizations that are scaling AI beyond individual use cases to drive meaningful business outcomes through trusted, enterprisewide data and AI capabilities. This year’s winner exemplifies how a strong foundation of governance, enablement, and responsible AI can turn innovation into lasting organizational impact.

Forrester’s 2026 Technology Awards recognize organizations that are using technology strategy and enterprise architecture to drive meaningful business outcomes. This year’s North America winners showcase how leading firms are translating innovation, AI, and modernization efforts into measurable impact at scale.

Step aside Disney-21st Century Fox, the biggest takeover in Hollywood history closes today (Tuesday, October 6). After 13 months of “will they or won’t they” boardroom and courtroom drama, the conclusion to the Paramount-Warner Bros. Discovery merger saga follows last week’s antitrust settlement approval. The newly beefed-up Skydance parent company will own dozens of media […]

Choosing a Workday partner requires evaluating both provider capabilities and delivery team quality. Learn how to reduce risk and improve outcomes.

Unily’s Unite 26 was held in London on September 29 and 30, bringing together digital workplace leaders representing internal communications, IT, and HR. In the opening keynote, Unily CEO Lokdeep Singh announced the launch of Content Studio. Described as a “creative engine for enterprise content,” this new standalone offering is intended to help organizations turn […]

Recent media reports have highlighted Amazon’s decision to block Meta’s Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears focused on maintaining direct control of the customer relationship and checkout experience. Retailers Should […]

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.