Featured Blogs

.At Dreamforce 2026, Salesforce presented its most complete vision yet for the “agentic enterprise.” It shifted the core focus away from individual apps (like Sales, Service or Marketing) and unified them through a single architecture built around data, logic and AI agents. It includes 1) AIforce, Salesforce’s UX layer which is no longer isolated to […]

“Reality doesn’t care what you think.” Localization shapes experiences that most business leaders can’t personally evaluate and rarely examine closely, but whether you see the business impact or not, it’s there. Have you ever tried navigating a website in a language where you have only partial familiarity or in a country where things work differently? […]

Healthcare has a history of using technology to do a heroic amount of work. Electronic health records (EHRs) were supposed to centralize patient data; patient portals were supposed to simplify access; automation was supposed to make operations hum: Much of that didn’t happen — at least, not as neatly as demos promised. And now AI […]

On September 21, a fiber outage supporting US air traffic control operations caused significant disruptions across major East Coast airports when the primary communications circuit failed and the designated backup circuit was found to have been previously damaged by construction activity. The incident exposed how a seemingly localized network failure can quickly cascade into broad […]

National Insider Threat Awareness Month is drawing to a close. This year’s theme, “Protect Our Potential,” speaks directly to the impact that insider incidents can have. According to Forrester data, insider incidents account for 25% of data breaches, and a third of those incidents are due to malicious intent. Yet many organizations still don’t have […]

We attended Infosys’ Confluence event in Washington, DC at the historic Omni Shoreham Hotel, the hotel the Beatles stayed in before their first live US performance. John Lennon’s handwritten setlist hangs in the lobby (see the pic below). Over the course of two days, we met with Infosys and enterprise leaders talking about AI transformation. […]

Language AI has changed what businesses can localize, who can do it, and where it happens. It has also raised an obvious question: Do enterprises still need localization service providers (LSPs) when translation is being built into everyday applications? Last week, we published The Forrester Wave™: Localization Services, Q3 2026 to help answer that question. […]

What Is An Agentic Supply Chain? In earlier research, we described a vision for the agentic supply chain where agentic AI transforms the supply chain from laborious monitoring and reacting to autonomous, goal-driven agent orchestration that proactively delivers business outcomes while keeping humans in control of strategy, exceptions, and governance. Harmonized master data and a […]

At Apsara Conference 2025, Alibaba Cloud positioned itself as an AI-native cloud provider, combining infrastructure, foundation models, and platform services into a unified AI stack. One year later, the company’s ambition has expanded significantly. At Apsara Conference 2026, Alibaba outlined a full-stack AI strategy spanning chips, infrastructure, data, models, agents, and global operations. More importantly, […]

Most B2B marketers track engagement and intent, but those signals don’t reveal whether buyers actually prefer their company. Learn how Forrester’s Preference Marketing Matrix combines market preference and buying group interaction to help organizations prioritize investments and improve growth outcomes.

For years, B2B marketers have been taught to draw lines around their audiences: “These are our strategic accounts. Those are tier two. Here’s our vertical program. Everyone else goes into broad-based demand.” There was good reason for this. When insights are scarce, customization is expensive, and teams struggle to coordinate across systems and functions, marketers […]

It’s been a busy few weeks for Qualtrics. Two weeks after announcing its XM Data & AI platform — coming in 2027 — it held an (understandably) long-delayed coming-out party for its plans to dominate the healthcare industry. Although Qualtrics announced its intention to acquire PG Forsta last year, the deal didn’t close until May […]

The Forrester Wave™: Revenue Orchestration Platforms For B2B, Q3 2026 just published. We evaluated 12 providers, conducted customer reference interviews, reviewed detailed product demonstrations, and analyzed how providers are evolving their platforms in response to rapid advances in AI. While providers differ significantly in strategy and execution, here we’ll highlight three key findings that consistently emerged […]

All B2B companies tout their focus on customers. But not all reflect customer obsession in their priorities, actions, and metrics. Call it “lip service” or “all hat, no cattle.” Data from Forrester’s new State Of Customer Retention, Growth, And Advocacy Survey, 2026 shows that customer marketers see the gap. Customer Value: Many Say It; Not […]

Technology leaders across Europe, the Middle East, and Africa are under pressure to deliver more than just resilient technology systems and efficient IT operations. They are also expected to help their organisations grow, adapt, earn trust, and turn emerging technologies, especially AI, into measurable business outcomes. Forrester’s Technology & AI Award recognises an organisation that […]

AI agents are putting traditional identity and access management approaches to the test. Discover why identity context will be essential to securing autonomous agents and scaling agentic AI with confidence.

Why do some B2B experiences change behavior while others are ignored? The answer lies less in gamification mechanics and more in the value an experience creates for buyers and customers.

Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand how journeys connect, overlap, and influence one another. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand […]

Much of this year’s agentic payments discussion has focused on protocols. At its merchant-focused Voyage event on September 9 in Shanghai, Ant International took a broader view. Its senior executives argued that the most immediate AI opportunities lie in automating merchants’ existing payment and finance workflows. At the same time, the company is building the […]

The subtext of Meta Connect 2026 was in some ways more interesting than the text: How much access are consumers, willing and unwilling, going to give Meta to their private lives — and at what price? Meta Connect 2026 launched an expected camera-free glasses product as well as a handheld device for accessing Muse, which […]