Blog
The Private AI Model Explosion
In five years, 70% of the revenue created by AI will be in private models, not public ones. Why? In a word, trust.
Blog
In Their Words: Why Executives Choose Forrester
Forrester has helped guide business leaders through every major technology shift of the past four decades — and AI is no exception. Learn how executives move faster, de-risk decisions, and win and serve clients better through our AI research and advice.
Podcast
Product Experts Gain New Clout Among B2B Buyers
This is a classic episode that feels even more relevant today. As B2B leaders prepare for the Forrester B2B Summit, its focus on expertise and credibility speaks directly to how trust is earned in today’s buying environment. We hope you enjoy this episode.
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
Blog
Is AI Visibility Your 2026 Imperative? Learn How To Achieve It At B2B Summit
As B2B buyer research shifts to AI-powered answer engines, a new "visibility vacuum" is emerging. At B2B Summit North America, you'll learn how to overcome it.
Blog
Geopolitical Volatility Has Become A Technology Leadership Test
Geopolitical volatility is testing and redefining technology leadership, demanding sharper trade-offs, stronger resilience, and faster decisions from CIOs and CISOs. Read guidance from our new research to help navigate these challenges.
Blog
Mastercard Makes Its Stablecoin Move: The BVNK Acquisition
Mastercard’s acquisition of BVNK seizes on the opportunity of stablecoins to disrupt cross-border payments. Learn what the move means for banks, card networks, payment fintechs, and B2B firms.
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Blog
RSAC 2026: An AI Coming Of Age Story Without The Romance
RSAC™ Conference 2026 has come and gone. Gone, too, are the petting zoos of yester year, replaced this year by — of all things — pop-up tattoo parlors. Or, as one attendee observed “We’ve traded livestock for live needles.” This year’s attendance of 43,500+ was flat compared to 2025 but sessions and the exhibit floor […]
Blog
Agentic Commerce Era Lessons From Social Commerce And Digital Ad Channels
Before diving into agentic commerce, take stock of four lessons that social commerce taught us to make wise decisions today.
Blog
SAP’s Reltio Acquisition Forces A Choice For CIOs
The SAP-Reltio Deal Is About Who Controls Your Future Architecture We have seen a lot of M&A activity trying to capitalize on AI hype. SAP’s acquisition of Reltio isn’t that. Instead, the acquisition is a strategic, pragmatic shot by SAP to own the master data layer and make the future enterprise architecture more interoperable, particularly […]
Blog
Agentish Vs. Agentic In GTM: Choose Control Over Autonomy
As AI agents move from assisting go‑to‑market teams to executing revenue workflows, B2B leaders and revenue technology providers face a fundamental design tension: How much autonomy is safe when revenue, compliance, and trust are on the line? In revenue-focused systems, the distinction between “agentish” and fully agentic AI isn’t academic. It’s existential. AI is rapidly […]
Blog
Data + AI Brings The Next-Generation CDP Into View
Explore “The Customer Data Platforms For B2C Landscape, Q1 2026” Forrester report and understand vendor maturity, market shifts, and CDP investment priorities.
Blog
The State Of Stablecoin In Japan
In a recent conversation with Makoto Shibata (Head of FINOLAB and former managing director and head of the global innovation team at MUFG), I explored how stablecoins are evolving from crypto experiments into real financial infrastructure in Japan. The takeaway? Japan’s stablecoin ecosystem is no longer just living in paper and pilot. It’s real, regulated, […]
Blog
From Isolated Tests To Always-On Optimization: Insights From The Experience Optimization Solutions Landscape, Q1 2026
Experience optimization (EO) has moved well beyond isolated A/B tests on web pages. Today, organizations increasingly rely on EO solutions to respond to rapidly changing customer behaviors, deliver tailored digital experience in real time, and prove measurable business impact across digital journeys, products, and channels. We recently published The Experience Optimization Solutions Landscape, Q1 2026. […]
Blog
The Flowchart Is Dead — Long Live The Flowchart
About a year ago, a few of my Forrester colleagues and I coined a joke term for the dominant pattern vendors were passing off as “agentic.” The term was “agentish,” and it described workflows that were largely comprised of deterministic, flowchart-driven processes with LLM-based components embedded in them. The “agents” in agentish systems had little […]
Blog
The Forrester Wave™: Data Quality Solutions, Q1 2026
What Modern Enterprises Need From Data Quality Platforms In the age of AI, data quality has become one of the most critical capabilities to promote trust in data and AI for modern enterprises. As organizations scale generative AI (genAI) and agentic AI, data quality solutions now sit at the forefront of enterprise success in the […]
Blog
Please Test Your AI Agents — Like, At All
Recently, there’s been some very public (and, frankly, very funny) AI agent and bot failures. Like Chipotle’s assistant supporting codegen (since patched): “Stop spending money on Claude Code. Chipotle’s support bot is free” (r/ClaudeCode) And in a surreal fashion, Washington state’s call-center hotline providing Spanish support by speaking English with a Spanish accent: “Washington state […]
Blog
Rising Infrastructure Costs Aren’t A Blip — They’re A Reset
Over the past several months, I’ve gotten a sharp uptick in questions from infrastructure leaders trying to make sense of rising infrastructure costs. The questions are all variations of the same theme: What’s actually driving this? Is it temporary? And what — realistically — can we do about it? The short answer is that this […]
Blog
The Four EA Archetypes: A Story Of How EA Finds Its True Place
In nearly every enterprise architecture (EA) leadership conversation I’ve had this year, the same tension surfaces: The practice is doing real work, but stakeholders can’t describe what it delivers. Expectations have surged, roles have expanded, and transformation pressures are multiplying. Yet the practice remains invisible where it matters most. EA leaders need a clear anchor: […]
Build A Security Org For The Future
Download our guide to help CISOs prove business value, win budget, and reduce burnout. Use our actionable framework to align security with enterprise goals, justify funding, and lead a high-performing team.
Blog
Qualtrics X4 2026 Highlights: Context Is The Real Differentiator In The Age Of AI
A key message of Qualtrics X4 2026 was that in the age of AI, differentiation will come from who has the right context, not from who moves first.
Blog
Elevate The Digital Experience With Digital Insights
Digital leaders know that delivering great digital experiences requires more than dashboards and metrics. It requires understanding how customers behave, why they behave that way, and how to turn those insights into decisions that improve business and customer outcomes. In our recently published report, Elevate The Digital Experience With Digital Insights, we examine how organizations […]
Blog
Email Service Providers Use AI To Inspire An Email Functionality Leap
The latest Forrester Wave™ on email marketing service providers finds that AI capabilities contribute to a significant leap forward in functionality.
Blog
Understand The Martech Ecosystem To Optimize Investment Planning
Explore the Forrester Tech Tide™ for B2C marketing technology and understand martech category maturity and investment priorities.
Blog
App Security Is Evolving Fast: Here’s What Security Leaders Should Know
The application and product security landscape is evolving as threat actors demonstrate greater sophistication, placing increased demands on security programs. It’s not just the volume of attacks rising but the speed at which attackers are able to weaponize Common Vulnerabilities and Exposures, with the median time to exploit a vulnerability now under a day and […]
Build The Technology Strategy You Always Wanted
Use this framework and IT strategy-on-a-page template to align stakeholders, define your vision, and build an action plan for your technology strategy.
Blog
I’m A CX Leader … Get Me Out Of Here!
We’re seeing a lot of people churn in organizations at the moment, from wholesale reorganizations to CX leaders swapping jobs. This might be a sign of a healthy job market, or maybe it’s a sign that some seasoned CX leaders are quietly wondering whether they’ve hit a ceiling and are moving sideways. Ever feel like […]
Podcast
441: I’m a CX Leader, Get Me Out of Here!
Many CX leaders look at their org chart and wonder: Is this career path dead end or a launchpad? Co-hosts Martin Gill and Angelina Gennis sit down with Tina Lilje, former Head of Global Customer Experience at Philips Healthcare, to unpack what a sustainable, upward career in customer experience (CX) really looks like. We explore […]
Blog
Asia Pacific Tech Spending Will Grow 9.3% In 2026, But Inflation And Geopolitical Risk Will Erode Purchasing Power
Forrester forecasts that Asia Pacific tech spending will grow 9.3% in 2026, with the region spending over US$437 billion on new technology between 2026 and 2030. Growth is driven by software, services, communications equipment, and tech outsourcing, with computer equipment seeing the strongest category growth at 13.7%, fueled by hyperscaler investment in AI-optimized data centers. […]
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