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
In Their Words: Why Executives Choose Forrester
Forrester has helped guide business leaders through every major technology shift of the past four decades — and AI is no exception. Learn how executives move faster, de-risk decisions, and win and serve clients better through our AI research and advice.
Podcast
Product Experts Gain New Clout Among B2B Buyers
This is a classic episode that feels even more relevant today. As B2B leaders prepare for the Forrester B2B Summit, its focus on expertise and credibility speaks directly to how trust is earned in today’s buying environment. We hope you enjoy this episode.
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Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated.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
Is AI Visibility Your 2026 Imperative? Learn How To Achieve It At B2B Summit
As B2B buyer research shifts to AI-powered answer engines, a new "visibility vacuum" is emerging. At B2B Summit North America, you'll learn how to overcome it.
Blog
Geopolitical Volatility Has Become A Technology Leadership Test
Geopolitical volatility is testing and redefining technology leadership, demanding sharper trade-offs, stronger resilience, and faster decisions from CIOs and CISOs. Read guidance from our new research to help navigate these challenges.
Blog
Mastercard Makes Its Stablecoin Move: The BVNK Acquisition
Mastercard’s acquisition of BVNK seizes on the opportunity of stablecoins to disrupt cross-border payments. Learn what the move means for banks, card networks, payment fintechs, and B2B firms.
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Blog
The Four EA Archetypes: A Story Of How EA Finds Its True Place
In nearly every EA leadership conversation I’ve had this year, the same tension surfaces: the practice is doing real work, but stakeholders can’t describe what it delivers. Expectations have surged, roles have expanded, and transformation pressures are multiplying. Yet the practice remains invisible where it matters most. EA leaders need a clear anchor: archetypes that […]
Blog
Qualtrics X4 2026 Highlights: Context Is The Real Differentiator In The Age of AI
A key message of Qualtrics X4 2026 was that in the age of AI, differentiation will come from who has the right context, not from who moves first.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Elevate The Digital Experience With Digital Insights
Digital leaders know that delivering great digital experiences requires more than dashboards and metrics. It requires understanding how customers behave, why they behave that way, and how to turn those insights into decisions that improve business and customer outcomes. In our recently published report, Elevate The Digital Experience With Digital Insights, we examine how organizations […]
Blog
Email Service Providers Use AI To Inspire An Email Functionality Leap
The latest Forrester Wave™ on email marketing service providers finds that AI capabilities contribute to a significant leap forward in functionality.
Blog
Understand The Martech Ecosystem To Optimize Investment Planning
Explore the Forrester Tech Tide™ for B2C marketing technology and understand martech category maturity and investment priorities.
Blog
App Security Is Evolving Fast: Here’s What Security Leaders Should Know
The application and product security landscape is evolving as threat actors demonstrate greater sophistication, placing increased demands on security programs. It’s not just the volume of attacks rising but the speed at which attackers are able to weaponize Common Vulnerabilities and Exposures, with the median time to exploit a vulnerability now under a day and […]
Blog
I’m A CX Leader … Get Me Out Of Here!
We’re seeing a lot of people churn in organizations at the moment, from wholesale reorganizations to CX leaders swapping jobs. This might be a sign of a healthy job market, or maybe it’s a sign that some seasoned CX leaders are quietly wondering whether they’ve hit a ceiling and are moving sideways. Ever feel like […]
2026 Tech & Security Predictions You Can’t Afford To Miss
AI cleanup, budget shifts, neocloud, and quantum threats — what’s ahead could reshape your strategy. Get Forrester’s guide with five bold predictions to stay ahead and lead with trust and value.
Podcast
441: I’m a CX Leader, Get Me Out of Here!
Many CX leaders look at their org chart and wonder: Is this career path dead end or a launchpad? Co-hosts Martin Gill and Angelina Gennis sit down with Tina Lilje, former Head of Global Customer Experience at Philips Healthcare, to unpack what a sustainable, upward career in customer experience (CX) really looks like. We explore […]
Blog
Asia Pacific Tech Spending Will Grow 9.3% In 2026, But Inflation And Geopolitical Risk Will Erode Purchasing Power
Forrester forecasts that Asia Pacific tech spending will grow 9.3% in 2026, with the region spending over US$437 billion on new technology between 2026 and 2030. Growth is driven by software, services, communications equipment, and tech outsourcing, with computer equipment seeing the strongest category growth at 13.7%, fueled by hyperscaler investment in AI-optimized data centers. […]
Blog
NVIDIA GTC 2026: Building The AI Value Chain
At NVIDIA GTC 2026, the most consequential signal was not another leap in compute performance but how intentionally NVIDIA is redefining AI as end‑to‑end infrastructure spanning systems, software, data, and the physical world. The event underscored a longer‑term strategy focused on owning how AI is built, operated, and scaled, not just what runs fastest.
Blog
Make CX A Business Mandate In Financial Services
Many customer experience (CX) leaders struggle to get executive buy-in. A conversation about customer loyalty or a dashboard highlighting month-over-month channel performance just doesn’t have the sway because CX is not just about survey results or incremental improvements to channels or touchpoints — it is a primary lever for growth, trust, and long‑term competitiveness. The […]
Blog
Oracle Embraces AI At JavaOne
If you couldn’t make it to NVIDIA GTC this year, you could still find plenty of AI at JavaOne. About 400 people attended the keynote in person, with more online. That keynote was called “Java for an AI World.” Oracle thinks Java is a great programming language for AI, and it claims its strength over […]
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
Why IBM Paid $11B For Real-Time AI, Not Kafka
IBM just closed its $11 billion acquisition of Confluent on March 17, 2026, acquiring the data streaming platform that more than 6,500 enterprises — including 40% of the Fortune 500 — rely on to power real-time operations. Confluent was also named a Leader in The Forrester Wave™: Streaming Data Platforms, Q4 2025. The deal could […]
Blog
The Bell Tolls For Time-And-Materials Pricing
The industrialization of services with AI machinery has destroyed the age-old and terribly convenient time-and-materials (T&M) pricing model. T&M has been the gold standard for tech, legal, consulting, agency, audit, tax, and recruiting services for generations. And for good reason: Under T&M pricing, you pay for labor by the hour. It’s simple, familiar, broadly applicable, […]
Blog
Your Essential “Pack” To Select A Digital Analytics Solution: Start From Use Cases, End With Feature Comparison
When organizations set out to select a digital analytics vendor, the process often starts in a familiar place: comparing technology capabilities. Buyers naturally gravitate toward current offering and strategy comparisons to understand how vendors stack up feature by feature and where platforms are headed. This is exactly where The Forrester Wave™: Digital Analytics Solutions, Q3 […]
Blog
CS Operations: The Air Traffic Control Tower Your CS Team Needs
Customer success managers (CSMs) are like pilots. They know how to fly the plane and keep customers moving toward their destination. But not even the most capable pilots could manage every variable alone. Without an air traffic control tower, flights paths would get tangled, delays would pile up, and small issues would turn into emergencies. […]
Blog
It’s Time To Get Your Customers Sorted — No Wizardry Required
Every first-year Hogwarts student learns quickly that the Sorting Hat doesn’t choose houses based on popularity, legacy, or who looks the part. It sees deeper, into traits, tendencies, potential, and the conditions each student needs to thrive — if only B2B organizations used the same wisdom. Too often, postsale customer segmentation still leans on surface-level […]
Build The Technology Strategy You Always Wanted
Use this framework and IT strategy-on-a-page template to align stakeholders, define your vision, and build an action plan for your technology strategy.
Blog
Confident Power Moves: How Marketing Leaders Design Organizations With Clarity
Great leaders win by seeing the whole board, not by reacting faster. This post shows how marketing org design clarifies roles, capabilities, and decision rights so teams can move with confidence.
Blog
Apparel And Footwear Brands Must Own Their Destinies To Survive
In the midst of disruption, the brands that will thrive are those that actively seize control of how consumers discover, evaluate, and buy their products.
Blog
HIMSS26: A Shift From AI Optimism To Operational Reckoning
Healthcare is moving beyond fascination with AI and into a far more consequential phase. AI was everywhere at HIMSS26, but the conversation shifted decisively from promise to preparedness. Speakers, vendors, and attendees spent less time debating what is possible and more time confronting what is scalable, governable, and culturally sustainable. The most important signals were […]
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