Featured Blogs

Agentic software development is lowering the barrier to building applications, but it is also exposing a harder question for technology leaders: Who is accountable when AI-generated software becomes business-critical? My new report Reinventing Software Development Services For The Age Of AI Coding argues that software development service providers face an identity crisis as code production becomes commoditized and clients […]

After four years of decline, customer experience (CX) in the United States has finally ticked back upward. New findings from Forrester’s 2026 Customer Experience Index (CX Index™) reveal a modest but important improvement in overall CX quality, marking the first year-over-year increase since 2021. At the same time, the data shows that organizations still have […]

This is the story behind writing Customer Zero Case Study: Optimizely Shows AI Success Requires Operating Model Governance. When I Went Looking For Agentic Marketing, I Found A Constraint Early in my career, my dad handed me a copy of The Goal by Eliyahu Goldratt. The book introduced me to the theory of constraints: Improve […]

To me, the most interesting part of Adobe’s customer zero story is that when AI disrupted how buyers learn, Adobe couldn’t buy a solution because the solution didn’t exist yet. This is a story of marketing and technology leaders adapting an operating model under pressure and feeding those lessons back into products. At Adobe Summit, […]

In April 2025, OpenAI announced that it will require its users to complete formal, government-issued, national ID document-based identity verification (IDV). Now OpenAI has announced that, effective September 1, 2026, Trusted Access for Cyber (TAC) accounts will be required to authenticate using hardware passkeys to access OpenAI’s most advanced cyber AI models. This capability will […]

Customer growth comes from two sources: strengthening relationships with existing customers and attracting new ones. Forrester’s Total Experience (TX) framework was designed to measure both. Now it takes the next step. Host Angelina Gennis welcomes James McQuivey, VP, Research Director at Forrester, to discuss the next generation of Total Experience and the introduction of EX […]

Deloitte named a forward-deployed engineering (FDE) practice back in December 2025. At the time, it read as a consulting rebrand with better vocabulary. Then, between May 4 and July 15 of this year, four technology providers committed roughly $9 billion to putting their own engineers inside their customers’ buildings. Anthropic opened with a $1.5 billion enterprise services venture alongside Blackstone, […]

AI agents are delivering measurable business value to CRM operations by closing the gap between data, decision, execution, and results. In interviews with dozens of consultancies and customers, we found that AI agents in CRM: Increase productivity and lower the cost to serve. A public sector firm saves 90% in routine labor costs while processing […]

For years, enterprise software leaders focused on application transformation. Today, many are discovering that technology procurement may be the bigger obstacle to modernization. As organizations accelerate investments in AI, cloud platforms, enterprise applications, and cybersecurity, they often find themselves constrained by fragmented contracts, inconsistent licensing models, overlapping vendor agreements, and limited visibility into technology consumption. […]

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 […]

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 […]

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.

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.

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 […]

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 […]

Paul Miller discusses his physical AI and autonomy highlights from this year’s Farnborough International Airshow.

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, […]

The US federal government experienced its first significant customer experience decline since Forrester began measuring federal CX in 2016. Learn what drove the drop, which agencies led and lagged, and the key factors shaping CX performance across federal agencies.

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 […]

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.