Blog
B2B leaders have spent the past few years asking how AI can make their teams more productive. That internal focus must transition to a bigger question that demands more urgent attention: How do we respond to AI changing how buyers discover, evaluate, and choose providers? That question sits at the center of what I call the Great GTM Reset for partner ecosystems. Changing buyer behavior, AI, and growing ecosystem complexity are converging. […]
Blog
As artificial intelligence moves from experimentation to enterprisewide deployment, sovereignty concerns now touch every layer of the AI stack. Organizations are no longer evaluating AI based solely on model performance, innovation speed, or cost. They are increasingly asking whether they can control how AI systems are built, governed, operated, and evolved. This shift is transforming […]
Blog
As commerce vendors embed genAI assistants into their platforms, digital leaders must balance productivity gains against growing governance risks to ensure that AI-generated work remains visible, auditable, explainable, and aligned with organizational policies.
Blog
When every marketing team plans independently, buyers experience the consequences: overlapping communications, competing priorities, and inconsistent journeys. The solution isn’t a new org chart. It’s a new approach to planning.
Blog
Enterprise teams are moving agentic AI projects toward production faster than they are developing the architectural disciplines needed to build, govern, secure, and operate them. At the same time, many organizations are searching for a target-state agentic architecture that will stand the test of time. That, unfortunately, is a fool’s errand in the rapidly evolving […]
Blog
AI is no longer a future feature in application security; it is rapidly becoming a core part of how application security (AppSec) tools identify, prioritize, and remediate risk. Yet despite aggressive vendor investment, adoption remains constrained by trust concerns, questions about value, and uncertainty about pricing models. In our new report, The State Of Artificial […]
Blog
Paul Miller discusses his physical AI and autonomy highlights from this year’s Farnborough International Airshow.
Blog
For years, business process outsourcing (BPO) ran on a familiar playbook: labor arbitrage, process standardization, and global delivery. That era is rapidly slipping into oblivion. Our latest research on the BPO market points to a deeper shift — AI isn’t just changing how efficiently providers deliver but how they create value, how clients consume services, […]
Blog
Today, Microsoft announced Project Perception: a series of red, blue, and green team agents designed to be coordinated together in an agentic architecture to evaluate infrastructure and close gaps as close to autonomously as possible. The red team agents find potential paths to compromise, the blue team agents prioritize and evaluate them, and the green […]
Blog
AI adoption is accelerating, but too many organizations remain focused on deployments and efficiencies rather than customer value. Learn why the most successful AI adopters build customer-focused strategies that drive trust, differentiation, and business outcomes.
Blog
The constraint marketing leaders are running into is no longer about content generation. It’s scaling marketing without losing trust, quality, or control.
Blog
According to our recent research, most B2B marketing leaders (96%) see their function as a strategic partner or the primary driver of growth for the business. Yet they believe (47%) that many of their peers see marketing as a support or promotion function that handles sales requests, promotes news, and executes launches. This disconnect, for […]
Blog
The AI market has finally come back around to the (correct) conclusion that people are important. Thank goodness. And on that note, The Forrester Wave™: Conversational AI Platforms For Employee Services, Q3 2026 (aka AI to help employees) is finally live! To put it bluntly, the market has progressed further than I thought possible since […]
Blog
Modern video games don’t make you read a manual before you start to play. They drop players into a simulated world, give them simple objectives, and let them learn by doing. Even board games take the same approach, with cut-down quick-start versions and even free downloadable content to hook you in. That same principle explains why interactive experiences often […]
Podcast
Most CX leaders know stakeholder alignment is hard. Strategy workshops stall. Teams focus on blockers. Momentum fades before transformation begins. In this episode, Angelina Gennis and Martin Gill share lessons from a season of CX forums and immersive experiences. From stakeholder management workshops to AI-powered game shows and full-scale transformation simulations, they explore how interactive […]
Blog
The core question that has consumed analytics and business intelligence leaders for years is, “What is the one best way for business users to consume data?” The answer has at times been reports, dashboards, or low-code GUI-based self-service analytics. The latest answer is generative AI-based natural language prompts. Maybe we have the question wrong. Perhaps […]
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Discover the data, architecture, and governance foundations that banks need to scale conversational banking safely and effectively.
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Two years ago, several of us wrote that Arlington, Massachusetts wasn’t “too small for cybercriminals” after a business email compromise diverted nearly half a million dollars from a town construction project. The criminals didn’t target a major enterprise or a household brand. They found a small municipality with finite staff and resources and even less […]
Blog
The Workday services market has entered a new phase. Buyers are no longer looking solely for implementation partners that can deliver projects on time and on budget. Increasingly, they want strategic partners that can help them drive continuous transformation, operationalize AI, and maximize platform value long after go-live. In The Forrester Wave™ Workday Services, Q2 […]
Blog
On July 9, SAP reached a settlement with the European Commission that closes an antitrust investigation into SAP’s maintenance and support practices for on-premises enterprise resource planning (ERP) software. Importantly, this was resolved through binding commitments rather than a finding of wrongdoing or a financial penalty, but customers should not mistake the absence of a […]
