Featured Blogs

In this episode, Martin Gill and Angelina Gennis welcome Enza Iannopollo — VP, principal analyst — to discuss new research on trust, responsible AI, and what businesses must do to earn customer confidence. Drawing on fresh European consumer data, they explore why distrust has become the default response to AI and how organizations can build experiences that customers are willing to trust. The conversation introduces four distinct consumer groups, from AI distrusters to embracers, and explains how different customers evaluate AI-enabled experiences. The discussion also examines the foundations of responsible AI, including transparency, accountability, fairness, privacy, security, reliability, and human oversight.

Microdramas — one of the fastest-growing new entertainment formats you’ve probably never heard of — are finding audiences in unexpected places. Built for feeds, powered by algorithms, and consumed in minutes, this serialized mobile-native storytelling is gaining traction… and quickly. Forrester’s newly published data overview report, Inside The Mainstreaming Of Microdramas, examines who watches microdramas, […]

Many organizations still approach Workday negotiations as a software procurement exercise focused on maximizing discounts. That mindset misses where the real commercial risks and opportunities reside. As Workday expands its platform footprint, AI capabilities, and commercial models, buyers are making decisions that will influence costs, flexibility, and negotiating leverage long after the initial contract is […]

Answer engines such as ChatGPT, AI Mode, and Claude mediate brand growth. They institutionalize word of mouth, determine consideration sets, and increasingly monetize. Marketers eager to influence how answer engines perceive their brands are rushing to enact answer engine optimization (AEO) best practices, connect roles critical to AEO, and mature AEO competencies. As they do, […]

In London, we’ll celebrate two organizations that have raised the bar for how to operate, collaborate, and grow. Get a preview of their stories and join us later this month to learn more.

For decades, critical applications have accumulated business rules, integrations, workarounds, and dependencies faster than organizations could document them. Documentation is incomplete, the original developers have moved on, and application specialists are retiring — taking their with critical institutional knowledge with them. The result is a business problem disguised as a technology challenge. Modernization teams encounter […]

AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.

The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement, marketers expect CDPs to provide more than data transit; they expect data utility. […]

This week, I published The Risk Consulting Services Landscape, Q3 2026 (Forrester clients only). This is our first review of the landscape for risk consulting firms advising risk, compliance, and internal audit leaders. Until the introduction of AI in late 2022, services offered by risk consulting firms had changed little since I hung up my consultant […]

Cybersecurity spent decades trying to stop things from happening, identifying them, and then investigating what happened. Agentic AI challenges us with a much more difficult question: What was the system trying to do? Agents don’t just execute instructions. They interpret objectives, select tools, access data, cross systems, and change tactics. In most cases, a user […]

Join us September 24: Join analysts to learn how to move beyond journey maps and use journey insights to drive better decisions, clearer investment priorities, and measurable impact.

And it’s a wrap! We just closed two intense weeks shaped by our AI Forums in Singapore and Sydney. The events revealed both the extraordinary momentum behind enterprise AI and the scale of the reinvention still ahead. Across the two cities, we brought together close to 400 business and technology leaders. In the tech track, […]

The discussion about agentic payments often starts with consumer shopping. But agentic payments may create value sooner in B2B, where transactions already operate within defined workflows, approval rules, and commercial relationships. Forrester defines B2B agentic payments as: Programmable, policy-governed payment flows in which AI agents act on behalf of businesses to initiate, authorize, execute, and […]

Innovation leaders partner with startups, universities, and all sorts of technology providers. The logic is obvious: No company can innovate fast enough on its own. Given current geopolitical situations like national protectionism and the AI arms race, there is an uncomfortable question hiding behind every partnership: At what point does collaboration start weakening the very […]

On August 19, Stripe agreed to acquire OpenRouter in a deal valued at more than $7 billion. OpenRouter gives enterprise buyers access to more than 400 AI models through a single interface so they can compare, select, and switch models without building separate integrations for each provider. This is one of Stripe’s most ambitious moves […]

Every era of enterprise technology has added a defining layer to the stack. Mainframes gave us the system of record. Client/server gave us applications. The web gave us services and APIs. Cloud gave us elastic infrastructure. Now agentic AI is adding the next layer. Where the application layer executed instructions, the agent layer intercepts business […]

Salesforce’s Claudeforce announcement ushers in a new era for CRM. This partnership establishes the technical and business connection to embed Sales Cloud data, workflows, and security controls directly into Claude Cowork through Salesforce-hosted MCP servers and plugins (with more Salesforce clouds promised in the future). Sales teams can now work directly within Claude Cowork instead […]

H1 2026 earnings season told the story vendors wanted told: AI attach rates climbing, cloud backlog compounding, and platforms expanding into adjacent workflows. ServiceNow sustained approximately 19% subscription growth while increasing its 2026 AI commitment to $1.5 billion. Salesforce grew Agentforce annual recurring revenue to $1.2 billion, even as core revenue growth slowed into the […]

Service providers from Accenture to Wipro and beyond are on the acquisition march. As Darwinian creatures born to survive, providers have a long history of buying what they need. Today, that means they are buying asset-centric firms to survive AI disruption and gearing up for the complex work of AI transformation. We recently published a […]