Featured Blogs

For years, the Google, Meta, and Amazon triopoly has dominated media budgets, each reigning supreme in its respective category. But cracks are forming in this once impenetrable structure. The rise of AI-integrated search engines such as ChatGPT, Gemini, and Perplexity is fundamentally altering how consumers search, shop, and connect. Meanwhile, platforms like Reddit and Threads […]

While “personalization” remains a hot topic for organizations, consumers feel lukewarm about personalized interactions. Most organizations are struggling to deliver relevant and valuable moments that resonate with their target audiences. To succeed, organizations must better understand consumer appetite for personalized interactions, define a vision, develop a strategy, audit their data, coordinate technology, and have a measurement plan.

Four of the top five countries in Anthropic’s 2025 AI Usage Index come from Asia Pacific (APAC). Singapore, Australia, New Zealand, and South Korea lead most North American and European countries in enterprise AI adoption. Our latest report, AI Adoption Across Regions, 2025, using data from Forrester’s State Of AI Survey, 2025, explains why. APAC […]

In 2026, enterprise applications will move beyond the traditional role of enabling employees with digital tools to accommodating a digital workforce of AI agents. Tech leaders will be forced to decide how far to go in digitizing business processes and orchestrating workflows independent of human workers.

At Forrester’s recent B2B Summit EMEA, leaders from across marketing, sales, product, and demand didn’t just observe change — they confronted it. From generative AI and shifting buyer expectations to the rise of dynamic buying networks, the event delivered the frameworks and clarity needed to thrive in a rapidly evolving landscape.

The infrastructure landscape is at a crossroads. As AI agents and automation reshape business operations, traditional infrastructure — often rigid, slow, and siloed — can no longer keep pace with the demands of modern enterprises. Learn how Forrester's new OASIS Framework for outcome-driven infrastructure platforms can provide the vision for how technology leaders should build infrastructure for the agentic AI era.

Adobe's new managed service offering bucks a growing self-service trend and elevates the human element in AI development.

What shoppers need from their favorite retailers changes during the holiday season. Learn how to optimize your site search accordingly.

Successful digital products and experiences evolve rapidly to meet shifting customer expectations and leverage emerging technologies — delivering outcomes that customers value. This report outlines how organizations can design and deliver superior digital experiences by adopting a structured design framework and embracing modern development practices.

Over two immersive days, this year's event underscored both the urgency and the opportunity for banks to evolve boldly in the face of rapid disruption.

Martin and Angelina welcome back VP Principal Analyst Enza Iannopollo to discuss the evolving nature of trust in CX — especially in the context of global volatility and the rise of AI. The conversation covers Forrester’s latest research on trust, actionable strategies for organizations, and real-world examples of responsible AI.

Would GitHub’s formal transition from individual subsidiary to part of Microsoft’s CoreAI division change the vibe at this year's event? We found out.

Along a journey from sales floors to revenue strategy, I’ve learned that growth comes from embracing challenges and learning continuously. Whether optimizing revenue operations or exploring new places with family, it all comes back to one thing: curiosity as the driving force for progress.

The race to cognitive automation is well underway. Learn what this shift means for automation strategy, platforms, and governance.

In 2025, the healthcare industry experienced significant shake-ups, including the fracturing of vaccine policy and rapid innovations in digital health, all against a backdrop of eroding trust and customer experience. In 2026, we see persistent headwinds in the form of volatile policy changes, deteriorating access to care, and unchecked AI risks. Find out more in our 2026 healthcare predictions.

You can’t “deliver” value to customers. Customers cocreate value within their value network. Learn how to separate the myths from the truths when it comes to value creation.

Creativity has always extended beyond creative and content teams. But for years, many marketers and other employees lacked the tools, time, or skills to participate fully in shaping ideas and content. I just attended Adobe MAX 2025 and now see that reality changing. Adobe’s latest innovations aim to close those gaps by enabling anyone involved […]

The global insurance industry is heading into a transformative year in 2026, with seismic shifts driven by the rise of AI, the urgency of customer experience, and expansion into uncharted markets. Though the challenges are steep, the opportunities are immense if insurers act boldly and strategically.

Like many of its peers and competitors, industrial software provider Cognite talks a lot about AI. But unlike some competitors, Cognite has real customer deployments — at scale — to talk about and used its recent Impact event in Houston to showcase them.