Featured Blogs

Big Tech earnings this week put a spotlight on the monetization dilemma at the heart of AI-integrated search. The growth of Google’s AI Mode is proving to be a double-edged sword: Investments in conversational search are fueling Google’s fastest year-over-year search query growth in five years, but the company’s advertising revenue growth slowed to 12%, […]

Personal AI agents will increase service volume — and will expose unresolved demand that customer effort used to keep out of sight. Use that unresolved demand to find problems now that customers shouldn’t need to chase you about in the first place.

As AI accelerates software development, teams will need to rethink everything from developer roles to testing and quality. Forrester’s 2027 predictions explore what happens as AI becomes more deeply embedded in how software gets built.

DoorDash announced on October 29 that it will buy Instacart for about $17 billion. Read our analysis.

When Forrester wrote about the creation of Google Public Sector in 2022, the question was whether Google could build the industry credentials to compete more seriously for government business. Four years later, the conversation has changed. At the Google Public Sector Summit 2026 on October 20 in Washington, DC, there wasn’t one major announcement that […]

Teenagers are remarkably good at experimenting. They try new things, question established rules, and quickly abandon what doesn’t work. Sourcing and procurement leaders could use some of that attitude toward AI, provided they combine experimentation with clear boundaries. When it comes to AI in procurement, think like a teenager: Experiment and question the rules, but […]

Picture this: On Tuesday, November 3, it’s Election Day. Your brand’s social media channels have been humming along, crushing engagement and creating conversation. And then seemingly out of nowhere — BOOM. Reach drops, views crater, and your team is left wondering: What did we do wrong? Social media content doesn’t exist in a vacuum. Current […]

AI will reshape how customers engage with brands in 2027, but automation alone won’t create differentiation. Human expertise, empathy, and trust will become increasingly important to delivering standout experiences.

AI is changing not just how content gets created, but who, or what, consumes it. In 2027, brands will prioritize authentic human expertise while adapting content strategies for a world increasingly mediated by machines.

AI agents executing complex workflows may need to combine operational and analytical data, persistent memory, semantic retrieval, and access to tools within a single reasoning loop. Together, these services make up the agent data stack. When teams build that stack from separate services, they have to integrate each service and keep copied data in sync, […]

WPP and Omnicom’s recent success with the Coca-Cola Company’s global and North American media assignments can be summed up in one word: data. In fact, Coca-Cola and PepsiCo’s recent media agency reviews reveal how two competing data strategies are reshaping the global media agency market.* The Intelligence Engine Strategy Intelligence engines create value by improving […]

A rapidly evolving technology landscape changes how consumers discover brands, evaluate choices, and make decisions. This shift exposes a weakness in many loyalty strategies that rely on points and discounts alone to sustain customer relationships. Traditional loyalty programs still have a role, but brands weaken program impact when they treat loyalty as a series of […]

IT Visibility Is No Longer A “Nice To Have” The PHP2Shell security event is rapidly becoming a board-level conversation. Two critical PHP vulnerabilities allow unauthenticated remote code execution, and security authorities are urging organizations to patch immediately. CISA has told organizations to “identify and inventory systems running any version of PHP” while warning that PHP […]

Here we go. Anthropic filed its S-1 on October 26, the formal start of its IPO. The financials will get the headlines, but read the founders’ letter at the beginning of the S-1. It describes how AI should be brought into the world as if from the AI company you would design from scratch: intelligence […]

Security teams are hearing two competing stories. In one, AI completely rewrites the rules of vulnerability discovery, exploitation, and remediation. In the other, AI simply adds speed and scale to problems that security programs already understand. The reality lies somewhere in between. Discovery Is Accelerating Faster Than Decision-Making AI analyzes code, generates findings, and proposes […]

Practitioners from Fabletics and Consensys offer detail on what it takes to move conversational AI into production—grounding deployment in customer experience, organizational readiness, and measurable outcomes. Featuring: Francesca Del Gobbo, Fabletics Dror Avieli, formerly of Consensys, current Chief Customer Officer at Elliptic And guest host Max Ball, Principal Analyst, Forrester Show notes: Generative AI promises […]

AI can accelerate analysis, reporting, insight generation, and decision support, but it won’t automatically fix the system underneath. Find answers to common questions in the first blog in our series on CX measurement.

Government technology leaders face a growing challenge. Emerging technologies are advancing quickly, but deciding what to do about them is becoming harder. It’s about more than just deciding on the technologies that governments should invest in now. Which could improve services, increase productivity, strengthen mission outcomes, or accelerate modernization? And which require government to look […]

I’ve spent much of my career thinking about B2B pricing. Before becoming an analyst, I managed global B2B businesses with lots of SKUs and channels and the pricing complexity that comes with a far-flung supply chain, transfer costs, and multitier distribution, and I’ve covered pricing strategy as an analyst for years. My Forrester landscape report […]

Bot and agent management is crucial for preventing attacks from unwanted bots. But in retail, blocking all agents can block shoppers, too.