Featured Blogs

Agentic commerce and agentic advertising were on full display at Amazon Ads unBoxed 2026. Amazon demonstrated how predictive, generative, and agentic AI can take on the work of helping consumers decide what to buy and helping advertisers turn business objectives into media outcomes. Over the course of the event, we heard directly from Amazon’s leaders […]

The good news: AI governance is on the enterprise agenda. The problem: It still isn’t embedded deeply enough in enterprise AI strategy. According to Forrester’s most recent data, only 42% of AI decision-makers say governance strategy is included in their organization’s official AI and agentic AI strategy. Policies may be proliferating, but strategic integration is […]

At GitHub Universe this year, the company made it clear that it’s trying to reach two types of developers: those who have never worked with GitHub before (“the floor”) and those already familiar with its products (“the ceiling”). The overall strategy? Lower the floor so that everyone can develop using GitHub, and raise the ceiling […]

Enterprise AI is gaining the context and authority to do real work, not just generate answers. As autonomy grows, CIOs must balance business value with governance, portability, and control.

Agents don’t automatically make advertising more productive. Layering AI onto broken processes merely automates inefficiencies. The bigger opportunity is reengineering advertising around a new division of labor, where people set strategy and guardrails while agents orchestrate execution and optimization. Connected data provides the context both need to make effective decisions. We’ve seen this phenomenon before. […]

Every transformation redistributes power, influence, and opportunity. Treating organizational politics as part of the operating system helps leaders navigate resistance and turn approval into action.

Headlines about autonomous AI agents probing, bypassing, attempting, and even successfully hacking government and other websites have sparked a new round of debate about AI risk. For business leaders in customer-facing functions (especially marketing, sales, digital, or customer experience), the key point is that, as AI systems become more autonomous, the gap between what they […]

At Oracle AI World 2026 in Las Vegas, autonomous AI agents, intelligent applications, and enterprise transformation dominated the conversation. Yet one topic stood out: the growing importance of database security as AI reshapes enterprise risks. AI is accelerating cyberattacks while introducing new risks within enterprise systems. Autonomous agents can access sensitive information, generate SQL, invoke […]

In my latest report, Cybersecurity Risk Ratings Is Transforming Into Third-Party Cyber Risk Intelligence (for Forrester clients only), I outline multiple dynamics highlighting the limitations of cyber risk ratings (CRRs) and why change is needed. CISOs are weary with CRR’s tendency to provide due-diligence data over action, their inability to trust the data itself, and […]

Companies are racing to put AI into marketing and go-to-market (GTM) processes, expecting faster analysis, richer customer intelligence, greater productivity, and ultimately better decisions. Yet there is a challenge hiding inside those ambitions: AI can accelerate the flow of insights much faster than an organization can accelerate its ability to act on them. That matters, […]

Maybe … if Net Promoter Score℠ (NPS) earns a “yes” on each of these five questions: Does it align with your business goals? Does it help improve CX? Will customers accept it? Will stakeholders embrace it? And is it practical to use, including for benchmarking? That seems like a lot to ask, but unless you […]

Is AI a bubble? Forrester’s new AI Bubble Model weighs supply against demand and scores the financial health of the companies paying for the build-out. A burst isn’t imminent. But the third-quarter nowcast has builder health under 80, and the biggest builders are now borrowing to keep building.

Let’s address the elephant in the room: Coding agents don’t generate secure code. Securing the AI-generated code is left as a separate activity, and it’s only part of the job. Coding agents also select dependencies, invoke tools, and execute tasks. Application security teams must govern those activities, protect the development and delivery environment, and validate […]

Journey orchestration is moving beyond dashboards to drive decisions and real-time action.  Joana de Quintanilha joins Martin Gill to explore findings from the latest journey orchestration Wave evaluation, how AI is reshaping the market, and what buyers need to turn journey intelligence into measurable business value. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: […]

“Best-practice” CX metrics can lead you in the wrong direction. Discover a better approach to choosing metrics that show whether your customer experience is actually improving.

For decades, cybersecurity professionals have relied on the principle of least privilege: Only give identities the access needed to perform their jobs. That principle remains essential. But AI agents have exposed its limits. An AI agent can have exactly the right permissions and still do the wrong thing Consider an agent authorized to issue customer […]

Apparently, the US midterm elections are not all that happened yesterday in terms of big news: CVS has announced that it’s officially breaking up — and this time, it means it. CVS will split retail pharmacies from PBM operations and insurance CVS Health plans to break up its $117 billion business, separating its retail pharmacies […]

“Build AI that knows your business” is a tagline that SAP uses in its online collateral, and AI tooling with business context sits at the core of several announcements SAP made at TechEd 2026 in Berlin on October 27–29. We came away with the impression that SAP’s most powerful differentiators are at risk of being […]

Each year, Forrester and the Disaster Recovery Journal (DRJ) team up to launch a study examining resilience. We survey people on different topics in resilience such as disaster recovery, but this time, the focus is solely on business resilience, including business continuity and operational resilience. No matter whether your program’s goals are to create business […]

“How do we measure the ROI of AI?” “AI costs are going up. How do we prove the ROI?” These questions — coming mostly from IT — start more of my client engagements than any other. As usage of AI credits ramps up and token costs roll in, it’s IT that foots the bill and […]