Featured Blogs

The SVOD (streaming video on demand) industry is abuzz about Netflix’s engagement trends and declining viewership between first and second seasons. Why? Because it points to a bigger market question: What keeps streaming consumers engaged when their hit show isn’t on? While original programming, sports rights, and other exclusive content draw consumers to a given […]

Apple’s new Siri AI is one of the biggest threats to the bank-customer relationship since mobile banking, and most banks are about to underestimate it. Siri AI inserts itself not into the payment, as Apple Pay did, but into the relationship, where trust, growth, and primacy are won or lost. Answering a customer’s money question […]

Enterprise resource planning (ERP) vendors are rapidly packaging autonomous operations as the next “platform” mandate, but the real constraint on the rollout of autonomous operations will be enterprise control — whether technology leaders can verify agent actions, govern consumption, and preserve business meaning across a fragmented estate. And fragmentation is the ERP operating reality: According […]

The traditional performance marketing model assumes that marketers can influence buyers once they enter the market, but today’s B2B buyers often begin their search with strong preferences already in place. Intent signals frequently reveal existing demand rather than create it, making many late-stage marketing efforts a pursuit of opportunities that are already leaning toward a competitor.

Visa announced its intent to acquire behavioral biometrics vendor BioCatch for $2.4 billion. BioCatch uses JavaScript on websites and its own SDKs built into mobile applications to continuously analyze signals (e.g., typing cadence, touchscreen gestures, mouse movements, hesitation, device handling) to detect identity theft at registration, account takeover, mule accounts, and scams before a payment […]

Cost mandates usually trigger cuts. Our new case study describes how Patrick Newbold, CIO at the Centers for Medicare & Medicaid Services (CMS), spun a 2025 cost reduction mandate into a modernization opportunity. In doing so, he created a playbook that both public and private CIOs can leverage. Focus On Value, Not Cost CMS reframed […]

Eighty-eight percent of B2B marketing organizations have adopted AI tools or developed their own, yet marketing leaders continue to report unclear AI strategy, difficulty measuring impact, data infrastructure challenges, and uncertainty about where AI should be applied. In other words, many marketing teams are moving quickly to adopt new capabilities before establishing or firming up […]

The enterprise data lakehouse is evolving. Once designed primarily to consolidate data for analytics, today’s lakehouse has become the operational foundation for agentic AI, delivering the trusted, governed, and real-time data that intelligent agents require to reason and act. As AI shifts from generating insights to executing business processes, organizations must rethink what they expect […]

At AMD’s Advancing AI event in San Francisco, I expected to hear about faster GPUs, next-generation CPUs, AI PCs, and the company’s latest AI infrastructure roadmap. Those announcements certainly happened. AMD introduced new AI infrastructure, processors, software, and AI PC capabilities. But the most important message wasn’t about a specific product. It was about positioning: […]

Join us September 2: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.

The world’s most advanced AI companies just learned a lesson that enterprises have understood for decades: Technology doesn’t create value — solutions do. Our 2024 Forrester Wave™ covering AI foundation models for language evaluated the models themselves, but raw capability predicts little about enterprise success. The vendors know this, too. Anthropic and OpenAI launched billion-dollar […]

Technology leaders across Asia Pacific are under pressure to deliver more than just resilient systems and efficient operations. They are also expected to help their organizations grow, adapt, earn trust, and turn emerging technologies (especially AI) into measurable business value. Forrester’s Technology Awards recognize organizations that demonstrate how technology can become a true business catalyst. […]

Agentic software development is lowering the barrier to building applications, but it is also exposing a harder question for technology leaders: Who is accountable when AI-generated software becomes business-critical? My new report, Reinventing Software Development Services For The Age Of AI Coding, argues that software development service providers face an identity crisis as code production becomes […]

After four years of decline, customer experience (CX) in the United States has finally ticked back upward. New findings from Forrester’s 2026 Customer Experience Index (CX Index™) reveal a modest but important improvement in overall CX quality, marking the first year-over-year increase since 2021. At the same time, the data shows that organizations still have […]

This is the story behind writing Customer Zero Case Study: Optimizely Shows AI Success Requires Operating Model Governance. When I Went Looking For Agentic Marketing, I Found A Constraint Early in my career, my dad handed me a copy of The Goal by Eliyahu Goldratt. The book introduced me to the theory of constraints: Improve […]

To me, the most interesting part of Adobe’s customer zero story is that when AI disrupted how buyers learn, Adobe couldn’t buy a solution because the solution didn’t exist yet. This is a story of marketing and technology leaders adapting an operating model under pressure and feeding those lessons back into products. At Adobe Summit, […]

In April 2025, OpenAI announced that it will require its users to complete formal, government-issued, national ID document-based identity verification (IDV). Now OpenAI has announced that, effective September 1, 2026, Trusted Access for Cyber (TAC) accounts will be required to authenticate using hardware passkeys to access OpenAI’s most advanced cyber AI models. This capability will […]

Customer growth comes from two sources: strengthening relationships with existing customers and attracting new ones. Forrester’s Total Experience (TX) framework was designed to measure both. Now it takes the next step. Host Angelina Gennis welcomes James McQuivey, VP, Research Director at Forrester, to discuss the next generation of Total Experience and the introduction of EX […]

Deloitte named a forward-deployed engineering (FDE) practice back in December 2025. At the time, it read as a consulting rebrand with better vocabulary. Then, between May 4 and July 15 of this year, four technology providers committed roughly $9 billion to putting their own engineers inside their customers’ buildings. Anthropic opened with a $1.5 billion enterprise services venture alongside Blackstone, […]

AI agents are delivering measurable business value to CRM operations by closing the gap between data, decision, execution, and results. In interviews with dozens of consultancies and customers, we found that AI agents in CRM: Increase productivity and lower the cost to serve. A public sector firm saves 90% in routine labor costs while processing […]