Featured Blogs

Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.

Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.

A year or so ago, I wrote a blog summarizing the theme of two keynote speeches I gave on the theme of Human + AI: Meet Your Digital Double. I argued that individuals will increasingly rely on AI counterparts to help them search, decide, and act online. Back in 2024, that was still a future […]

AI‑mediated search is rapidly becoming a primary entry point for financial decisions. Customers now start their banking journeys with LLM platforms, not branded sites — and they trust these tools enough to ask sophisticated, advice level questions. Solo host Martin Gill speaks with principal analyst Aurelie L’Hostis to break down this shift and what leaders must do now. Aurelie shares new data on how consumers use third‑party AI assistants for banking queries, why trust is shifting, and how AI‑powered search is reducing human traffic to brand websites. She also outlines the coming rise of agent‑to‑agent interactions and the backstage capabilities that banks must develop before conversational banking can scale.

Cowritten with Janis Teo, senior research associate Five months ago, I published a blog post about banking’s new power role: the chief digital, data, and AI officer — an executive mandate designed not just for a simple consolidation for efficiency but to unify digital, data, and AI around a single strategic vision for growth, decision-making, […]

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.

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 […]

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 […]

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 […]

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 […]

Before diving into agentic commerce, take stock of four lessons that social commerce taught us to make wise decisions today.

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 […]

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 […]

Explore “The Customer Data Platforms For B2C Landscape, Q1 2026” Forrester report and understand vendor maturity, market shifts, and CDP investment priorities.

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, […]

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. […]

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 […]

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 […]

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 […]