Featured Blogs

s consumers increasingly turn to answer engines to research products, brands must ensure that their content is visible in AI-powered experiences. 

Global tech spend grew 30% from $4.0 trillion in 2020 to $5.2 trillion in 2025. Yet data from Information Services Group, Inc. (ISG) indicates that spend per user was flat. In fact, the global spend per user benchmark from ISG fluctuated between $15,000 and $16,000 each year from 2020 and 2025. This suggests to CIOs […]

Building a CX business case can feel like an endless cycle. You’ve spent weeks gathering data, you’ve debated assumptions, you’ve refined the model three times — then the business case comes back with a familiar request: “Can you do a little more analysis?” At that moment, the problem usually isn’t the analysis at all. CX […]

For years, Indian banks competed on reach. Then they competed on products. Today, they compete on experience. Nearly every major bank now offers digital onboarding, mobile banking, and self-service capabilities. As these experiences improve across the industry, differentiation becomes harder to achieve. That is one of the clearest messages emerging from Forrester’s India Banking Total […]

Like us, you’ve probably noticed that over the past two years, most discussions about AI in manufacturing have focused on what LLMs can do for engineers, planners, and other knowledge workers. Vendors have showcased copilots that summarize documents, answer questions, and generate content. Those capabilities matter, but they may not be where manufacturers ultimately realize […]

A conversation with David Walker, former chief technology officer of Westpac and technology leader at DBS AI models may increasingly provide the intelligence for how your workflows run, but people determine where AI is applied, which work should change, how risks should be assessed and prioritized, and how value will be measured. Those aren’t entirely […]

Everyone and their grandmother is talking about AI, and it’s just not interesting anymore. Let’s face it, once a technology topic becomes kitchen-table conversation fodder, tech pros grow weary of discussing it. Yet every vendor has a “game-changing” solution you should buy, every staffing firm has highly trained AI specialists, and your neighborhood barista can […]

In this episode, Martin Gill and Angelina Gennis welcome Enza Iannopollo — VP, principal analyst — to discuss new research on trust, responsible AI, and what businesses must do to earn customer confidence. Drawing on fresh European consumer data, they explore why distrust has become the default response to AI and how organizations can build experiences that customers are willing to trust. The conversation introduces four distinct consumer groups, from AI distrusters to embracers, and explains how different customers evaluate AI-enabled experiences. The discussion also examines the foundations of responsible AI, including transparency, accountability, fairness, privacy, security, reliability, and human oversight.

Microdramas — one of the fastest-growing new entertainment formats you’ve probably never heard of — are finding audiences in unexpected places. Built for feeds, powered by algorithms, and consumed in minutes, this serialized mobile-native storytelling is gaining traction … and quickly. Forrester’s newly published data overview report, Inside The Mainstreaming Of Microdramas, examines who watches […]

Many organizations still approach Workday negotiations as a software procurement exercise focused on maximizing discounts. That mindset misses where the real commercial risks and opportunities reside. As Workday expands its platform footprint, AI capabilities, and commercial models, buyers are making decisions that will influence costs, flexibility, and negotiating leverage long after the initial contract is […]

Answer engines such as ChatGPT, AI Mode, and Claude mediate brand growth. They institutionalize word of mouth, determine consideration sets, and increasingly monetize. Marketers eager to influence how answer engines perceive their brands are rushing to enact answer engine optimization (AEO) best practices, connect roles critical to AEO, and mature AEO competencies. As they do, […]

In London, we’ll celebrate two organizations that have raised the bar for how to operate, collaborate, and grow. Get a preview of their stories and join us later this month to learn more.

For decades, critical applications have accumulated business rules, integrations, workarounds, and dependencies faster than organizations could document them. Documentation is incomplete, the original developers have moved on, and application specialists are retiring — taking their with critical institutional knowledge with them. The result is a business problem disguised as a technology challenge. Modernization teams encounter […]

AI is reshaping buyer behavior, making traditional measurement approaches increasingly difficult to rely on. Join us live to learn how marketing leaders are evolving accountability frameworks and redefining how they measure contribution and business impact.

The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement, marketers expect CDPs to provide more than data transit; they expect data utility. […]

This week, I published The Risk Consulting Services Landscape, Q3 2026 (Forrester clients only). This is our first review of the landscape for risk consulting firms advising risk, compliance, and internal audit leaders. Until the introduction of AI in late 2022, services offered by risk consulting firms had changed little since I hung up my consultant […]

Cybersecurity spent decades trying to stop things from happening, identifying them, and then investigating what happened. Agentic AI challenges us with a much more difficult question: What was the system trying to do? Agents don’t just execute instructions. They interpret objectives, select tools, access data, cross systems, and change tactics. In most cases, a user […]

Join us September 24: Join analysts to learn how to move beyond journey maps and use journey insights to drive better decisions, clearer investment priorities, and measurable impact.

And it’s a wrap! We just closed two intense weeks shaped by our AI Forums in Singapore and Sydney. The events revealed both the extraordinary momentum behind enterprise AI and the scale of the reinvention still ahead. Across the two cities, we brought together close to 400 business and technology leaders. In the tech track, […]