Brandon Purcell

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

Wield Invisible Experiences Like A Ring Of Power

Brandon Purcell February 8, 2024
It’s an iconic scene — the Ring of Power flying through the air in slow motion as Frodo tumbles to the floor of the Prancing Pony. As drunken revelers look on and the ring slips onto his finger, the small, frightened hobbit vanishes into thin air. Frodo Baggins is invisible. And so begins Frodo’s fraught […]
Blog

Use Biden’s Executive Order To Jump-Start Your Responsible AI Practice

Brandon Purcell November 30, 2023
Whether your organization is preparing for impending regulation or trying to bridge the AI trust gap with customers and employees, the executive order can help you prioritize your efforts. Here are four responsible AI practices to begin implementing now.
Blog

Biden’s Executive Order On AI Is Broad In Scope And Laser-Focused On Spurring Innovation Without Undue Risk

Alla Valente November 1, 2023
The new executive order calls for a “societywide effort” from government, the private sector, academia, and civil society to address eight AI priorities.
Blog

Align AI By Design (Or Risk Decline)

Brandon Purcell October 23, 2023
You can’t afford to sit back and wait on the opportunities in AI. But you can’t afford to deploy misaligned systems either. What do you do? Learn how to Align By Design.
Blog

Do You Understand GenAI? You Need To, Especially If You’re A CX Leader

David Truog October 3, 2023
Do you understand generative AI? Forrester’s data shows that 54% of AI decision-makers believe their organization’s executive team is “very familiar” with it — but we’ve observed widespread misunderstandings among execs of what it is, how it works behind the curtain, and what it can do. So last week we published a new, FAQ-style report […]
Blog

Explainability Is Necessary For AI’s Success

Brandon Purcell August 14, 2023
For business leaders looking to create transparency in their AI models, explainable AI technologies have emerged as a solution to engender stakeholder trust. Learn more about them in this post.
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Harness The Power Of AI For Good

Brandon Purcell July 16, 2023
What are four of the most impactful uses of AI in recent years? Find out in this AI Appreciation Day blog.
Blog

Recommended Recommenders

Brandon Purcell May 3, 2023
Our new report, Rev Your Recommendation Engines With New Techniques, breaks down four recommendation methods. Get a preview here.
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When Profits And Principles Collide, Everyone Loses

Brandon Purcell March 17, 2023
Microsoft's recent layoff of its entire ethics and society team serves as a powerful reminder to companies to take charge of their own ethical destinies.
Blog

NIST AI Risk Management Framework 1.0 — What It Means For Enterprises

Michele Goetz February 7, 2023
Forrester provides guidance on how to succeed with AI governance with the NIST’s AI RMF 1.0.
Blog

Advertisers Beware: Facebook’s First Foray Into Fairness Is Flawed

Brandon Purcell January 11, 2023
Meta announced its plans to ensure fairness in how it distributes ads for housing as part of a settlement with the US DOJ. But ensuring fairness in AI will remain a challenge. Learn more.
Blog

Anticipate Your Customers’ Next Best Experiences

Julie Ask November 17, 2022
The future of experiences will be driven by analytics, and many of them will be anticipatory.
Blog

Bridge The Trust Gap Between AI And Impact

Brandon Purcell September 14, 2022
With most emerging technologies comes a period of confidence-building, but AI presents its own unique trust challenges. Learn how to start overcoming them.
Blog

Get AI Right With AI Service Providers

Aaron Katz September 13, 2022
AI can deliver value, but getting it right is a challenge. We’ve seen AI deployed successfully, like the program that discovered 20,000 undeclared pools, and less successfully, like the computer-generated rapper that was dropped by its record label over racist stereotypes. To apply AI successfully, you not only need to get the data and modeling […]
Blog

Business Roundtable: Roadmap für verantwortungsvolle KI

Brandon Purcell 25 August 2022
Erhalten Sie eine detaillierte Analyse der kürzlich veröffentlichten Roadmap des Business Roundtable für verantwortungsvolle KI.
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Comprendre La Roadmap De La Business Roundtable Pour Une IA Responsable

Brandon Purcell 22 Août 2022
Obtenez une analyse détaillée de la roadmap pour une intelligence artificielle responsable récemment publiée par la Business Roundtable.
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Solve Customer Mysteries With Quantitative And Qualitative Investigation

Brandon Purcell April 25, 2022
Most companies fall short of cracking the mystery of their customers because of a siloed approach to customer understanding. Discover how to break through by uniting quantitative and qualitative research methods.
Blog

Navigating The Business Roundtable’s Roadmap For Responsible AI

Brandon Purcell February 3, 2022
Get a detailed analysis of the Business Roundtable's recently published Roadmap for Responsible Artificial Intelligence.
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Fairness Is In The AI Of The Beholder

Brandon Purcell December 1, 2021
The value of responsible AI is clear. The pathway to it ... not so much. Discover how to operationalize responsible AI.
Blog

Facebook Shuts Down Face Recognition System On Its Platform

Merritt Maxim November 4, 2021
Facebook's recently announced its decision to no longer use facial recognition in its platform. What does that mean for the long-term?
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