Featured Blogs

Forrester’s AIQ Reveals Severe Gaps In Employee Readiness For AI Employers aren’t successfully equipping their employees with the understanding, skills, and ethics to succeed in a world of AI. And it’s becoming a bottleneck that inhibits productivity and return on investment. We measure this with AIQ, Forrester’s Artificial Intelligence Quotient, and we’ve got alarming new […]

Questionnaire responses submitted by vendors for the Virtual Event Management Platforms Landscape, Q1 2026 show a clear transformation in the market. During (and following) the Covid-19 pandemic, vendors primarily focused their differentiation efforts on the ability to deliver. In 2026, buyers simply assume that capability exists. Therefore, the real competition has shifted to what platforms […]

Small businesses face more volatility than ever, yet banks are becoming less present at the moments when owners make critical financial choices. This growing gap is why relationship sovereignty in small business banking has become the defining challenge for 2026. Small business owners now rely on the platforms they use every day — accounting, payroll, […]

Mastercard’s $1.8 billion acquisition of BVNK, a London-based stablecoin infrastructure startup, marks a pivotal moment in the evolution of global payments. With BVNK’s platform enabling stablecoin transactions across 130+ countries, Mastercard is positioning itself at the forefront of blockchain-powered B2B cross-border payments innovations. This move has significant implications for banks, card networks, payment fintechs, and […]

For thirty years, micropayments failed for one reason: the payer was human. Humans hesitate; they abandon carts, resent friction, and perform mental accounting before every small transaction. The smartest engineers and best-funded companies in technology couldn’t engineer their way around human psychology — so they stopped trying. On March 18, 2026, that constraint disappeared. Stripe […]

Tomorrow (March 21, 2026) marks two decades since Jack Dorsey (Twitter cofounder) posted the very first Tweet. I created my Twitter account in January 2008 while working for one of the first social media marketing agencies. Back then, Twitter was a delightful enigma — a first of its kind media platform that each of us […]

This post is a follow-up to my earlier announcement of our coverage of the agent control planes market. Research questionnaires for the landscape report will formally go out in the second week of April 2026. We are in the “dial-up internet” phase of the agentic era. The architecture is emerging faster than the standards needed […]

End the corporate-regional tug-of-war over campaign control. Explore four operating models that clarify decision rights and speed execution.

Retail is in a tough spot: economic pressure, rapid tech change, and customers who are harder to read than ever. After dozens of conversations with executives, fresh consumer data, and time on the floor at events such as NRF, CES, and vendor showcases, here are my three takeaways for retail in 2026 on the consumer environment, Google search, and agentic AI solutions.

We asked consumers in the US, the UK, and Canada who they would hold responsible for issues when they use an answer engine to complete commerce-related tasks. Consumers might take personal responsibility for some issues (such as feeling that their prompts hadn’t been targeted enough) or might even hold the brand they ordered from responsible. […]

Explore Forrester’s intelligent finance research and learn how financial services leaders can deliver AI‑orchestrated financial outcomes.

CX leadership demands more than functional expertise. It requires curiosity to uncover what others overlook, courage to ask bold questions, and communication that connects CX work to business outcomes. Angelina Gennis talks with Principal Analyst, Judy Weader and VP, Principal Analyst, Katy Tynan, about how leaders at every level build influence and move organizations toward […]

Digital business leaders continue to heavily invest in data and analytics to drive their digital business, yet many still struggle to turn insights into action. In our report, The State Of Digital Intelligence, 2026, we highlight how organizations collect, analyze, and operationalize customer and digital insights — and why progress continues to stall. Based on […]

Security organizational design sits at the intersection of strategy and circumstance. External pressures force change, while internal constraints limit redesign. Over time, many security leaders stop updating their security organization structures with intent and instead end up with a structure that accumulates the imprint of past breaches, regulatory responses, and technology shifts. Structure begins to […]

Starbucks’ recent rewards program update should have been a brand win — instead, it triggered a wave of frustration. Loyalty marketers can learn from the missteps.

Forrester uniquely covers the entire marketing ecosystem and its underlying business. 2026 heralds a monumental shift in marketing and advertising, surpassing the decades-long “digital” transformation. AI will upend commercial models, reshape brand expectations from partners, and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. Martech leaders must […]

There is so much excitement about how AI is changing customer service operations. What was once a reactive, cost-heavy, and manual function is turning into a proactive function that drives revenue growth. C-level executives and board members are more than curious. They are leaning heavily into the ROI potential of AI in customer service technology. […]

A month ago, I launched new research on responsible AI (RAI) solutions. Forrester defines RAI solutions as software ensuring that organizations’ AI models and systems are explainable, accountable, and trustworthy. In that research, I redefined RAI in three critical components of explainability, accountability, and trustworthiness. Some technology vendors declined to participate, stating that responsible AI is […]

“What coding?” Vibe coding is the cute term for using genAI systems to create, debug, or update programming code. People can use it without knowing how to write a line of code themselves. What this means: Lots of people are generating code they don’t understand. It’s not just developers using these tools to code faster; for example, it’s schoolteachers writing their […]