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Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated.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
KubeCon Europe 2026: The Not-So-Unseen Engine Behind AI Innovation?
At KubeCon Europe 2026, Kubernetes’ AI story shifted from “add support” to “rebuild the platform.” AI conformance, upstream GPU orchestration, shared inference blueprints, and in-platform governance are setting the new defaults.
Blog
CMOs’ “AI Creative Leap”: From Making Ads To Designing Meaning
AI doesn’t replace creative — it reveals what matters Advertising “creatives,” the humans, have always evolved alongside the tools, media, and economics of their time. What AI is doing now isn’t breaking creativity (v.) — it is revealing what an advertising and marketing “creative” (n.) is about in the first place. In the earliest days […]
Blog
Siemens RXD Summit 2026: Industrial AI Shifts From Models To Systems, And China Is The Proving Ground
Last week’s Siemens RXD Summit (Real Meets Digital) in Beijing marked a strategic milestone for the company, not only as its first RXD technology summit but also as a clear signal of how central China has become to Siemens’ global industrial AI strategy. Siemens positioned China not just as a growth market but as a […]
Blog
Balance Control When Negotiating With Salesforce
Since the launch of Agentforce in 2024, Salesforce has shifted from a primarily seat-based CRM vendor to an AI-first company. This pivot introduces what we describe as AI gravity: Salesforce increasingly bundles AI, data, and automation capabilities into multicloud deals that tilt negotiating leverage back toward the vendor unless buyers change how they prepare. As […]
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 yesteryear, 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 over 43,500 was flat compared to 2025, but the sessions and 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 […]
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
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: […]
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.
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
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.
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