Blog
Agentic AI is exposing a foundational gap in most enterprise data strategies: Data without meaning is unusable for autonomous systems. Agents don’t just retrieve data — they interpret, decide, and act. Without explicit context, they guess. And when agents guess, they get joins wrong, misinterpret metrics, and act on flawed assumptions. This is why ontologies, […]
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At Red Hat Summit 2026, the company outlined its ambition to become the central control layer for hybrid AI environments spanning infrastructure, models, and agents. While the vision is increasingly supported by product direction, enterprises must critically assess how to turn it into practical architectures and measurable outcomes.
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The market for creative advertising technologies should have boomed by now. Despite waves of innovation, it has struggled to translate technological promise into business outcomes. Its potential remains highly significant but constrained by cultural disconnects between creative and media subject matter experts (SMEs) and intransigent bottlenecks in creative and media processes. The market appeared poised […]
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Portfolio and product marketing teams aren’t failing because of capability gaps; they’re failing because of structure, according to our latest research report, The State Of Portfolio And Product Marketing In 2026. The newly released study found that, as organizations centralize budgets at the same time as embedding portfolio and product marketing teams further into business […]
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At its Canvas 26 conference, Miro claimed that it’s no longer in the whiteboard business. Instead, it wants to become the collaborative decision-making layer for the agentic enterprise. That’s bold and ambitious repositioning and, potentially, timely. As the cost of intelligence is plummeting, the amount of work organizations can generate is increasing significantly — you […]
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The 2026 National Retail Federation APAC Innovators Showcase spotlights technology companies transforming how retailers operate and how consumers shop. Learn more about these companies.
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Italian B2B marketing has clarity on strategy but struggles to execute. Misaligned budgets, goals, and campaigns are limiting impact and preventing growth at scale.
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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 […]
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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.
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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 has presented a new challenge for organizations to confront: scaling development with agentic capabilities without losing control. Why Does This Market Transition Matter? AppGen and […]
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In 2024, Forrester delved into the impact of genAI on smart manufacturing. But now agentic AI is also beginning to play a part in transforming asset-intensive industries. 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 — all […]
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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 […]
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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 […]
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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 […]
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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 […]
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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: […]
Podcast
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.
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Check out the latest Forrester Wave™ evaluation of the governance, risk, and compliance platforms market and its findings.
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Financial well-being is under pressure — learn how banks can drive growth, trust, and resilience by embedding proactive, personalized digital experiences.
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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 […]
