Featured Blogs

B2B buyers are not searching the way they used to. They rely less on traditional discovery paths and more on AI-driven answers, curated sources, and trusted signals. Evaluation is happening earlier, faster, and often without direct interaction. Marketing has not fully caught up. With 87% of B2B buyers selecting “generative AI conversational search tool” as a meaningful interaction, it ranks […]

European B2B marketing has a data problem, not a strategy gap. Weak data quality and low trust in analytics are slowing decisions and limiting growth and AI impact.

The application generation (AppGen) and low-code platforms market is evolving faster than most organizations can absorb. As AI expands who can build software and how quickly it can be created, firms are confronting a new challenge: scaling development with agentic capabilities without losing control. Why Does This Market Transition Matter? AppGen and low-code platforms are […]

In earlier research, Forrester delved into the impact of generative AI on smart manufacturing. But now agentic AI is beginning to play a part in transforming asset-intensive industries, too. In May 2026, Anthropic announced the creation of a standalone enterprise AI services firm backed by Blackstone, Hellman & Friedman, Goldman Sachs, and other large asset managers […]

Autonomous agents have become the wrongly envisaged North Star for agentic AI in insurance for many. In a regulated industry where every material decision must be explainable, auditable, and human-owned, the race to “fully autonomous agents” is colliding with operational reality. Most production deployments of agentic AI in insurance today augment existing workflows rather than […]

Coupa’s May 2026 acquisition of Rossum strengthens its accounts payable (AP) automation core and signals a deliberate move to anchor finance automation — built for the office of the CFO — in AI-powered platforms. By pairing Rossum’s large language model- and optical character recognition-driven invoice capture with its own strengths in payments, cash management, AP […]

Insights From The Forrester Women’s Leadership Roundtables At B2B Summit At this year’s B2B Summit, I had the privilege of cohosting our Forrester Women’s Leadership Program with my colleagues, Maria Chien and Amy Hayes. Over three days, more than 200 women joined us to connect, learn, and reflect on what it means to lead with clarity and confidence […]

AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply. Rather than layer AI onto existing […]

Marketplace platforms no longer represent a single-category decision for enterprise buyers. The market is bifurcating into two operating models (or enterprise motions) that define how value is created, delivered, and measured: digital services (“bits”) and physical goods (“atoms”). To reflect this shift, we published two reports that align to a distinct buyer and consideration set: […]

In this episode, hear how hosts Angelina Gennis and Martin Gill use Forrester's research to design immersive, game‑based experiences for our CX Forums that move leaders from theory to action.

Check out the latest Forrester Wave™ evaluation of the governance, risk, and compliance platforms market and its findings.

Financial well-being is under pressure — learn how banks can drive growth, trust, and resilience by embedding proactive, personalized digital experiences.

TeamViewer Connect in New York City brought together TeamViewer leadership, customers, and digital employee experience (DEX) practitioners for a grounded discussion about what it really takes to “level up” DEX. Rather than focusing on product features, the event centered on operational maturity, outcome-based measurement, and the human impact of automation. From customer stories to practical […]

Freshworks’ latest announcements reflect a broader shift in service management AI from feature expansion to operational practicality. The real differentiator is no longer whether a vendor offers generative or agentic capabilities but whether those capabilities can be adopted quickly, grounded in strong context, and sustained within day-to-day service environments.

Zendesk Relate 2026 showed that agentic customer service depends on structured knowledge, new service engineering roles, and operational readiness for AI execution.

In less than a decade, retail media evolved from a monetization tactic piloted by margin-seeking mass retailers into one of advertising’s fastest-growing channels. By nearly every surface-level metric, retail media works. Marketers shifted billions of co-op funds into it, lured by the promise of closed-loop measurement and higher return on relationships with merchants. But beneath […]

We’re about halfway through 2026, and there’s a lot to look forward to — and thankfully, not all of it is AI-for-networking nonsense. What won’t be nonsense is the continued rise and adoption of networking platforms. The idea may feel late to the party compared to the security market (and yes, that makes me bristle […]

Software asset management (SAM) and SaaS management emerged to address different software delivery and licensing models. SAM focuses on on‑premises software, contractual compliance, and audit risk, while SaaS management developed to provide visibility into subscription usage and decentralized cloud adoption. As enterprise software environments have evolved, these categories increasingly overlap, driving convergence across tools, processes, […]

AI isn't killing design — but it is reshaping workflows, roles, and expectations. Principal Analyst Gina Bhawalkar joins the CX Cast to discuss her findings from interviews with design leaders.