Blog
The Private AI Model Explosion
In five years, 70% of the revenue created by AI will be in private models, not public ones. Why? In a word, trust.
Blog
The Iran War Will Change How Consumers Spend
While we are in the early days relative to long-standing conflicts that shape behavior, here are four shifts that are safe to expect.
Blog
Turn AI Distrust Into Customer Trust — And Win The CX Future
Consumer use of AI is growing, yet their trust in it remains low. That gives organizations a unique opportunity.
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
Blog
Forrester’s Top 10 Emerging Technologies For 2026: Beyond Chat
In 2026, AI leaves the chat and enters the physical world. From layer zero experiences and robotics to multi‑agent systems and quantum computing, this year’s top emerging technologies reveal how AI is reshaping interaction, infrastructure, and the foundations of the future.
Blog
Project Glasswing: The 10 Consequences Nobody’s Writing About Yet
Anthropic’s Project Glasswing and Claude Mythos Preview prove that autonomous zero-day discovery now operates at scale. We evaluate the immediate, medium-term, and structural consequences for security teams, vendors, insurers, regulators, and future careers.
Blog
Agentic Payments In B2C Commerce: Where We Are Now
The state of agentic payments is evolving rapidly. This post summarizes five key developments and provides a timeline of critical announcements since November 2025.
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Blog
Proof Is The Product: How Trials And POCs Have Become A Real Go‑To‑Market Motion
Why “Try Before You Buy” Has Become Mission‑Critical For Buyers And Sellers B2B organizations can no longer rely on promises alone. Today’s buyers expect vendors, especially those offering AI‑enabled products, to prove how their solutions deliver measurable outcomes aligned to real business priorities. As a result, proofs of concept (POCs) and trials have shifted from […]
Blog
Today’s Regulatory Intelligence Solutions Replace Drudgery With Confidence
Over the past five years, security and risk (S&R) professionals have experienced a flood of new cybersecurity regulations, with 170 countries now boasting cybersecurity and data protection laws. Leaders are left to decide which regulations apply, identify gaps, and implement controls — an onerous task as regulatory volume and the pace of change accelerate. Manual […]
Blog
Why Uncertainty Changes How IT Must Reason
A Conversation With Murray Cantor (Part Two) In part one, Murray Cantor reframed technical debt as economic liability and argued that uncertainty is not an annoyance to be minimized but the core feature of IT investment. Once you accept that premise, a deeper question emerges: How should organizations reason — and decide — under uncertainty? […]
Blog
Top Agentic AI Use Cases For AP Automation In 2026
For years, accounts payable (AP) automation focused on efficiency gains at the margins: faster invoice capture, fewer manual touches, and better dashboards. While important, these incremental improvements did not change how AP operates. That dynamic is shifting. Our latest report, Top Agentic AI Use Cases For AP Automation In 2026, shows that agentic AI, defined […]
Blog
Tim Cook To Step Down As Apple’s CEO
Apple has announced that John Ternus, senior vice president of Hardware Engineering, will become Apple’s next CEO, effective on September 1, 2026. Tim Cook will step down from his current role and become executive chairman of Apple’s board of directors, marking the end of a distinguished career leading one of the world’s most beloved and […]
Blog
Salesforce’s New AgentExchange Store: Easier AI Helpers But Still Inside Their Walled Garden
Salesforce’s reimagined marketplace makes buying AI and applications inside Salesforce dramatically easier and makes leaving Salesforce later even harder. Salesforce has merged three separate “stores” for apps and AI tools into a single marketplace called AgentExchange. It is live now with roughly 13,000-plus ready-made apps, AI agents, and automation components. The stated goal is simple: […]
Blog
How CISOs Can Thrive Amid Geopolitical And Economic Uncertainty
Amid escalating geopolitical conflicts, economic turmoil, and ongoing tariff chaos, chief information security officers (CISOs) are operating in a prolonged state of uncertainty in which cyberattacks have become a new component of armed conflict, expanding the attack surface just as organizations are struggling to secure AI and critical infrastructure. Security leaders are also facing budget […]
Blog
Tech Leaders, Brace Yourselves: AI Costs Will Only Go Up
Anthropic gave leaders a blunt signal about planning for LLM charges when it introduced blended pricing for enterprise users of Claude recently. Enterprises with over 150 seatholders will now pay a blanket per-seat charge ($20 per seat at the moment), plus a variable charge based on API usage and which Claude model they’re using. When […]
Blog
Beyond Chatbots: Designing Conversational Banking Experiences That Scale
Learn how banks can scale conversational experiences at CX Summit EMEA 2026.
Blog
What The History Of Ad Agencies Tells Us About CMO Power: Order-Takers To Strategic Partners — And Back Again
A Love Story Older Than Television The tension between CMOs and advertising agencies didn’t start with AI, procurement, or any media disruption. And history makes one thing clear: Agencies only gain power when CMOs don’t — or can’t — fully exercise theirs. It’s embedded in the very origin of the advertising agency itself. To understand […]
Blog
Consumers Put A WBD-Paramount Merger On Probation
Following a dramatic and politically charged bidding process, Warner Bros. Discovery’s proposed acquisition of Paramount has entered its most consequential phase. On April 23, WBD shareholders will vote on whether to approve the deal — a decision that would further concentrate market power across film, TV, streaming, and news. At stake is the future of […]
Blog
Introducing Forrester’s AI Model Openness Framework
Forrester’s Model Openness Framework can help you assess the real degree of openness in any AI model, whether it’s labeled open source or commercial, across three key dimensions: reproducibility, usage rights, and community momentum.
Build A Security Org For The Future
Download our guide to help CISOs prove business value, win budget, and reduce burnout. Use our actionable framework to align security with enterprise goals, justify funding, and lead a high-performing team.
Blog
Physical AI Matters More Than Humanoid Robots
Paul Miller and Charlie Dai discuss the importance of physical AI to robots, autonomous vehicles, and other types of physical automation in their new Forrester research report.
Blog
What Does It Really Take To Go From Products To Platforms?
For years, B2B vendors have optimized individual products — adding features, updating interfaces, creating APIs — but have found they have too many products with too much overlap, limited reach, and slower growth. Today, platforms, not standalone products, are becoming the new basis of competition, making the transition from products to platforms and portfolios more […]
Blog
The Tightrope Walkers: Conversational AI Must Bridge Modern AI And Contact Center Reality
Learn how conversational AI vendors balance rapid innovation with trust and fit for contact centers based on the 2026 Forrester Wave™ evaluation.
Blog
To Verticalize Or Not To Verticalize: Your GTM Climbing Guide
Verticalization is like climbing a mountain. Before you take a single step, you need clarity on the destination. Are you aiming for base camp — a lower‑commitment climb that signals relevance, gets you closer to buyers, and lets you learn the terrain with a manageable investment? Or are you preparing for the summit — committing […]
Podcast
444: Practitioner Stories: Curbing Coordination Tax At Ridepanda
Growth makes coordination of customer problems harder – whatever your product. If your product is physical, the journey is daily, and customers are forming new habits, the “coordination tax” can erode both customer and employee experiences. In this episode, CX Cast co-host Angelina Gennis speaks with Cassidy Grace, CX Manager at Ridepanda about what it […]
Blog
AI Search Will Crack The Foundation Of B2B Marketing’s Accountability Model
B2B marketers have long relied on engagement metrics to demonstrate marketing’s value. AI is making this practice untenable.
Blog
Americans Feel Miserable. Why Do They Keep Spending?
Consumer confidence languishes near historic lows, surveys drip with despair, and media narratives fixate on fragility. And yet, consumers open their wallets, and corporate profits roll in. This is not a passing contradiction. It is the defining paradox of today’s “pessimism economy.” Our new research — Down But Not Out: Growth Strategies For The Pessimism […]
Blog
Volatility Isn’t Temporary — Account For It In Your Leadership Playbook Going Forward
For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]
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