Featured Blogs

Service providers from Accenture to Wipro and beyond are on the acquisition march. As Darwinian creatures born to survive, providers have a long history of buying what they need. Today, that means they are buying asset-centric firms to survive AI disruption and gearing up for the complex work of AI transformation. We recently published a […]

AI moderators promise to make qualitative research faster and more scalable, but where do they fit in the research process? Senem Biyikli joins Martin Gill and Angelina Gennis to explain how AI-moderated interviews work, when they deliver value, and why human researchers remain essential. The discussion covers practical use cases, implementation guidance, participant trust, and the future of AI-powered customer research.

Most enterprises govern the systems around AI agents, not the agents themselves. They control credentials, log tool calls, and route high-risk actions to a human approver. These are useful controls, but they were designed for software that follows instructions. Agents reason at runtime, and that reasoning can turn compliant actions into a noncompliant outcome that […]

Two weeks into a landmark case against Meta, a group of attorneys general have announced that they’ve reached a settlement laying the groundwork for significant changes to the way young users experience Meta platforms. Youth Access Will Take An Immediate Hit, But Adults Will See A Gradual Shift The financial penalty is meaningful and doesn’t […]

In June, we shared a high-level view of total experience for US health insurers. Since then, we’ve dug deeper into the data to uncover what separates leaders from laggards across brand experience, customer experience (CX), and trust. The result is three new reports that explore the key forces shaping each area and reveal where insurers […]

Generative AI (genAI) is changing the economics of B2B fraud. It enables criminals to create convincing supplier communications, impersonate executives, fabricate documents, and personalize business email compromise attacks faster and at lower cost. Agentic AI can push this further by automating multistep activities, such as researching targets, generating messages, and adapting outreach at scale. The […]

Organizations are flooded with AI ideas, pilots, and proofs of concept, yet many struggle to translate them into measurable business outcomes. The problem is not a lack of AI use cases. The problem is prioritization. Learn how to evaluate AI opportunities through the lens of business value, impact, feasibility, and strategic alignment to focus investments where they deliver the greatest return.

Agentic AI creates control, technology, and purchasing problems. Security leaders need to know the controls that they must satisfy, the technologies that can satisfy them, where existing tools already provide coverage, and where a new investment actually fills a gap. Far too often, we see clients conducting that process in reverse order … trying to […]

Join us September 17: Join analysts to learn how to move beyond journey maps and use journey insights to drive better decisions, clearer investment priorities, and measurable impact.

The promise of neurosymbolic AI — which combines neural network pattern recognition with rule-based reasoning — will only be possible when underpinned by trusted, governed business context. Context has become a buzzword, with terms like semantics, ontology, semantic layer, knowledge graph, and context layer being used interchangeably. Enterprises need a clearer definition of what they […]

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.

For as long as I’ve been in cybersecurity, we’ve been trying to “adapt to the shifting threat landscape.” More recently, a number of vendors and security leaders alike have told me some version of a joke about how starting a microsegmentation project is a great way to get fired. But this is a market that […]

The rush to adopt AI and agentic technologies is capturing security leaders’ attention, but it risks overshadowing the controls that stop attacks before they start. Learn why strong endpoint protections remain essential for reducing risk, limiting exploitation paths, and enabling secure AI adoption.

Many organizations collect customer feedback. Far fewer consistently turn it into action and measurable business results. Angelina Gennis speaks with Michelle Samuel, Chief Customer Officer at Nationwide, about building a customer-driven operating model inside a 100-year-old mutual company. Michelle shares how her first 90 days focused on listening, alignment, and capability assessment, and how those […]

For years, B2B marketers have invested heavily in buyer personas, interviewing customers, commissioning research, synthesizing insights, documenting motivations, and mapping buying roles. Yet too often, those valuable insights end up buried in PDFs, slide decks, or shared drives, referenced occasionally but rarely used to shape day-to-day decisions. Traditional buyer personas remain essential. They serve as […]

The 2026 narrative surrounding the “SaaSpocalypse” misses the bigger picture. While most commentary fixates on seat-based revenue compression (predicting that AI agents will kill off software licenses), that’s only one of nine critical disruption factors. As a global research firm that evaluates the entire technology landscape, Forrester has created a data-driven AI Disruption Model. This […]

How do you know when an AI use case is too risky to pursue? The answer has less to do with the technology itself and more to do with whether your organization has the governance, processes, and decision-making discipline needed to support it.

The merger of revenue enablement platform (REP) archrivals Seismic and Highspot is now complete. The combined company positions itself as a go-to-market (GTM) performance company focused on revenue execution rather than traditional enablement, serving thousands of customers and millions of users while investing more than $100 million annually in R&D. The important “What’s next?” following […]

For most of my career, two things have remained constant: a fascination with technology and a willingness to embrace transformation. I’ve lived and worked across countries, sectors, and disciplines. I’ve worked with entrepreneurs, startups, governments, international organizations, and business leaders across the globe and lived in various parts of Europe and the US. Through this […]

As cyberthreats evolve and AI accelerates attacker capabilities, the most effective defenses remain the foundational practices many organizations overlook. Learn why recent attacks on critical infrastructure reinforce the need to focus on basic security principles before investing in new technologies.