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
CX Isn’t Dead — Yet
If the CX profession wants to reclaim strategic relevance over the next decade, it needs to shift from diagnosing experiences to delivering change and from a language of sentiment and pain points to one of growth, trust, and resilience.
Blog
The Stryker Attack: Enterprise Resiliency Plans Can’t Ignore UEM
The alleged Stryker cyberattack underscores a critical blind spot in enterprise resilience strategies: the outsized risk and impact of compromised device and endpoint management platforms.
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Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated.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
Human Insight, Amplified: How Forrester Is Reinventing Research For The AI Era
Forrester is redefining research for the AI era by amplifying human intelligence — not replacing it. Our trusted, accountable insight is now embedded directly into everyday workflows through Microsoft Teams, bringing expert judgment to the moment that decisions are made.
Podcast
Taming B2B Buying Mayhem
This episode is quickly becoming a classic for B2B leaders. As we head into the Forrester B2B Summit, its perspective on buying networks and modern buying complexity is still essential listening for anyone focused on growth. We hope you enjoy this episode.
Blog
Smart Buildings Are No Longer About Return-To-Office
Smart buildings are evolving from attendance-driven perks into core enterprise infrastructure — powering cost control, sustainability, safety, and productivity by ensuring that every square foot delivers measurable business value when and how it’s used.
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Blog
When Things Go Wrong With A Commerce Task, Many Consumers Will Blame The Answer Engine
We asked consumers in US, 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 (like feeling their prompts hadn’t been targeted enough) or might even hold the brand they ordered from responsible. However, their top answer: […]
Blog
Intelligent Finance: From Digital Experiences To AI‑Orchestrated Financial Outcomes
Explore Forrester’s intelligent finance research and learn how financial services leaders can deliver AI‑orchestrated financial outcomes.
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.
Podcast
440: The Path to CX Leadership
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 […]
Blog
Why Having Digital Insights Doesn’t Always Translate To Digital Outcomes
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 […]
Blog
From Sedimentary To Strategic: Rethinking Security Organizational Design
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 […]
Blog
Starbucks’ Loyalty Program Upgrade Felt Like A Downgrade — Here’s Why
Starbucks’ recent rewards program update should have been a brand win, with more ways to earn, clearer tiers, and friendlier currency rules. Instead, it triggered a wave of frustration from many members who believed they’d been “demoted” when they saw their status listed as green. Many longtime customers assumed they were still gold, not realizing […]
Blog
Marketing Chaos Is Our Calling: Why CMOs, Agencies, And Martech Leaders Need Forrester
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 […]
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.
Blog
Think About The Agentic Shift With Your Next Customer Service Solution
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. […]
Blog
The Future Is Now: Agentic AI Redefines Responsible AI
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 […]
Blog
No, You Can’t Just Vibe Code Commerce — Yet
“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 […]
Blog
Mobile World Congress 2026: From 5G Hype To AI Hope
MWC 2026 in Barcelona made one thing clear: The 5G hype has finally cooled, and the industry is sprinting toward what’s next. While I was on the ground navigating the chaos of the Fira, my partner Octavio was tracking the global signals from the digital sidelines. Between my sore feet and his high-level view, we’ve […]
Blog
Power Couple OpenAI + Amazon May Have Just Won Consumer Agentic Commerce
As the Shopify-OpenAI partnership appears to be ending, a new alliance may be set to dominate. Learn how it could unfold and what the implications may be.
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 IT Service Management Platform Migrations Fail — And What IT Leaders Must Do Before Switching Platforms
Many IT leaders are reconsidering whether their service management platform still meets the needs of a modern enterprise. Explore the hidden constraints of legacy systems, the risks that derail migrations, and the practices that distinguish successful IT service management transformations from those that fall short.
Blog
The Security Priorities APAC And EMEA Leaders Doubled Down On — And Deprioritized — In H2 2025
In the second half of 2025, security and risk (S&R) leaders in APAC and EMEA continued to grapple with familiar pressures, but they reprioritized how they address them. While AI; governance, risk, and compliance (GRC); and third-party risk management (TPRM) stayed stubbornly on top of the charts, application security and security organization structure resurfaced with […]
Blog
When Every Enterprise Architecture Tool Looks The Same …
The demos all blurred together — another week, another vendor pitch. Slide after slide promised a “single source of truth,” “360-degree visibility,” and “seamless collaboration across the enterprise.” The names and interfaces changed, but to the enterprise architecture (EA) leader in the room, it all felt like the same story with a different logo on […]
Blog
Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams are operating under sustained pressure. Budgets are constrained, audience expectations are evolving, and large volumes of event content and data remain underused. At the same time, leaders are under pressure to demonstrate clearer impact from every event they run. AI offers a way to respond to these pressures. It can improve team […]
Blog
From Two Teams To One Conga Line: Conga And PROS Creating Momentum Together
Conga Connect 2026 demonstrated how momentum builds when coordination, connection, and customer focus come together. The event showcased the successful unification of Conga and PROS through a new brand, connected strategy, and clear product roadmap. Customer stories brought the vision to life, highlighting tangible business impact from a more integrated approach for configuring, pricing, and quoting. Like a well-run conga line, the organization is moving forward with purpose.
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
Architecture Is On The Hook For GenAI Success
Enterprise architecture has always existed to absorb complexity. But generative AI is testing that mandate in ways we haven’t seen before. Every day brings a flood of new models, tools, agents, claims, and counterclaims. Architects are expected to understand foundation models and retrieval architectures, advise on pilots, arbitrate platform decisions, and weigh emerging risks — […]
Blog
The Latest Enterprise Software Earnings Reveals CIOs’ Risks And Leverage
Enterprise AI adoption is early and uneven, but consumption pricing shifts budget risk to CIOs now. Use the gap between vendor narrative and operational reality as negotiation leverage.
Blog
Prevent MDR-To-IR Handoff Chaos Before A Breach
Security leaders often assume that once they’ve invested in managed detection and response (MDR) services, the hardest parts of breach detection and response are behind them. Alerts are monitored. Playbooks exist. Someone is watching the environment 24/7. Then, they have a security incident. It escalates quickly. And the response feels less coordinated than expected. We […]
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