The Cost Of Waiting
The Gap Between AI Leaders And Laggards Is Widening
Every quarter spent in “experimentation mode” compounds risk:
- Decision-Making Slows. Teams chase use cases without clear value or guardrails.
- Trust Erodes. Stakeholders see AI as hype when pilots stall or outputs are generic.
- Value Leaks. Without enterprise context, AI answers miss the nuances that drive impact.
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— Lars Beck
Head of the CTO Office, Swedbank
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— Todd Bates
Enterprise Marketing Director, Red Hat
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Hear How Leaders Put AI Into Action
See how Roche turned AI strategy into reality. In this short video, Ian Campos shares how Forrester helped his team plan for generative AI, align IT and operations, and build the foundation for workforce upskilling.
Examples Of AI Projects From Forrester Clients
CIO/CTO & Tech Strategy
- AI architecture modernization and governance
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Data & AI Leaders
- Responsible AI policies and model risk management
- Retrieval-augmented generation design
- KPI frameworks for AI value and adoption
CISO & Security/Risk
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- AEGIS-based governance for agentic AI environments
CMO & Marketing
- AI-assisted content operations and campaign optimization
- Audience segmentation and activation
- Zero-click search strategies and answer engine optimization
CX, B2C Marketing, & Digital Product Leaders
- AI-powered personalization and service automation
- Journey analytics and experience governance
- Omnichannel experience optimization and personalization at scale
Revenue Operations & Sales
- AI-driven pipeline forecasting and deal scoring
- Intelligent lead routing and prioritization
- Sales enablement automation and content optimization
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Why Public AI Falls Short — And What Forrester Delivers
Off-the-shelf AI is trained on public data and provides answers that miss your market’s nuances and your organization’s realities. Forrester delivers contextualized guidance backed by analysts who understand your business, your customers, and the human dynamics that drive success.
I don’t have to spend a whole lot of time doing my own research — I can just rely on your security analysts to guide me into specific topics, whether it’s threat intel or AI. That makes my life easier.
— Praveen Kollaikal
VP of Cloud Security Product Management, Oracle
Forrester is more than a research organization — it’s a true partner. Their insights help us do less manually and more intelligently. Tools like Izola feel like having an analyst in your back pocket.
— Colin Png
VP of Marketing, Asia Pacific & Japan, UiPath
Why Human Insight Matters
AI can process data, but it can’t resolve friction, secure buy-in, or build trust. Forrester analysts help you:
- Drive adoption and change management.
- Align executives and stakeholders.
- Close skill gaps and foster talent development.
- Navigate governance and decision-making dynamics.
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By The Numbers
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annual survey responses power proprietary data
clients across industries provide global reach
client revenue growth through improved organizational alignment
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Thought Leadership
Check out the latest research and guidance on pragmatic AI adoption, governance, and value realization.
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Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Top 10 Emerging Technologies Fueling Growth
Discover the top technologies that will reshape industries. Explore resources on ROI, use cases, and strategies for quick wins and lasting growth.
Scale Your AI Strategy To Maximize ROI
Unlock the blueprint for AI success. Discover how to align strategy, prioritize impactful use cases, and close the talent gap — everything you need to expedite ROI and achieve tangible success through AI.
Cut Through CX Tech Noise And Buy Smarter
Stop wasting money on tools you don’t need. Learn how to use Forrester’s function-first framework to align CX tech with business goals, avoid overspending, and drive real results.
Empower Your Marketing Org To Drive A Bigger Impact With GenAI
Download our generative AI (genAI) guide for CMOs to create a clear vision and strategy for B2B marketing genAI adoption with guardrails to mitigate risk — and a framework to assess your readiness.
How To Create Stand-Out B2B Content In A Zero-Click World
Learn breakthrough strategies to reshape your B2B content marketing for AI-driven search and complex buying networks.
2026 Scenario Planning For Technology Leaders
Uncertainty is the only certainty in 2026. Learn how CIOs are using scenario planning to stay ahead of disruption and drive smarter decisions.
How Generative AI Can Transform Security Tools: Innovations Ahead
Explore the real benefits and risks of generative AI in security tools and discover the innovations on the horizon.
Unveiling The Top 10 Emerging Technologies Of 2025
Get an early look at the top 10 emerging technologies for 2025, hear common use cases for each, and learn how (and when) these advancements will produce real benefits.
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