Featured Blogs

Are you prepared to explain to your leaders and business partners why the organization’s relationship metric is lower than transactional NPS scores? Get insight on how to communicate the value of each in this blog.

In a short 18 months after the launch of ChatGPT, Forrester data shows 89% of B2B buyers reporting that they are using generative AI in their purchasing process. Providers haven’t yet seen a large impact on their revenue engine but should expect to see smarter buyers making more considered decisions faster.

Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]

This holiday shopping season, shoppers will increasingly turn to “buy now, pay later” (BNPL) in a sign of triumph for embedded finance.

Zero Trust has become the standard information security model to adopt globally. It’s no longer a question of should; it’s a question of how and where to begin. For some time, the topic of Zero Trust was met with disparaging and opposing views proclaiming it to be another buzzword for vendors to market products. Well, […]

The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]

This is the third episode in a 4-part deep-dive on journey mapping with Forrester’s journey mapping expert, Joana de Quintanilha. In this installment, Martin, Angelina, and Joana discuss how to validate your journey map and gain stakeholder buy-in. Next week, we’ll conclude by diving into how we use these journey maps to drive and implement change in the business.

Struggling to determine which software development technologies have staying power and which will be just a flash in the pan? Get some insight in this preview of our latest Forrester Tech Tide™ for software development technology.

Learn the attributes of a composable digital experience platform and how it differs from a content management system.

In 2025, we expect consumer usage of loyalty programs to grow amid declines in overall brand loyalty. Though loyalty programs offer the rewards that price-conscious consumers crave, companies struggle to inspire emotional loyalty across various tactics aimed at improving retention. Marketers need a loyalty strategy that appropriately balances transactional incentives with an understanding of what […]

According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]

An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]

At the risk of dating myself, I’m a proud member of Gen X. So, perhaps I can be forgiven for channeling Jerry Maguire and George Constanza when I think about the key takeaways from the latest Forrester Wave™ evaluation of customer feedback management (CFM) solutions. My conversations with the customer references for the nine vendors […]

The Digital Product Passport promises significant benefits for sustainability, auditability, and consumer information, but a lack of agreement on standards makes it difficult to realise this promise ahead of European deadlines in 2027.

As businesses increasingly lean on generative AI, they're encountering the limitations of foundation models. Find out how retrieval-augmented generation (RAG) can help avoid those limitations.

Scaleway hosted its third ai-PULSE event on AI and cloud sustainability and sovereignty. Key discussions included the environmental impact of AI, the need for nuclear power, and digital sovereignty in AI deployments.

Many of you will have noticed that I have moved back into an analyst role over the last few weeks. I had an immensely rewarding time working in the European research management team with a talented group of analysts on our European tech research coverage, whom I’m incredibly thankful to for their hard work and […]

What can retailers and brands expect this holiday season? Find out in this preview of our newly released holiday season forecast.

Learn how the Forrester Continuous Risk Management Model can replace outdated risk management methods in this preview of a session at the upcoming Security & Risk Summit.