Featured Blogs

In nine days this month, OpenAI and Anthropic disclosed that their own models escaped safety evaluations and reached production systems at four other companies. No model malfunctioned. The governance did. Responsible AI now has to govern what agents do, not only what models decide, and that takes a responsible AI deployment policy.

Most organizations still design for an “average” customer. The problem? There is no average customer. In this episode, producer Hannah Jachim, who in her day-job is a Forrester Researcher, joins Angelina Gennis and Martin Gill to explore the report she recently published exploring inclusive design in the automotive industry. Our discussion reveals how designing for […]

AI doesn’t have to replace the human connection that makes B2B customer communities valuable. Used purposefully, it can help community managers reduce repetitive work, improve customer experiences, surface business insights, and connect community engagement to measurable outcomes.

A potential Myspace relaunch is dependent on social media nostalgia, but consumers aren’t interested in going back in time.

Many marketers know the best practices they must implement to get mentioned and cited by ChatGPT, Google, and Claude but still struggle to implement answer engine optimization (AEO). Marketers sync with web developers about the technical prerequisites of visibility: server-side rendering, Bing’s IndexNow protocol, monitoring for indexation issues, and more. They’re well aware of the […]

Join us September 8: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.

For years, B2B software companies obsessed over discoverability. Could buyers find their website? Could they rank in search? Could analysts, review sites, and influencers tell the right story? But a new challenge is emerging: Can AI buying agents find and understand your pricing? A recent benchmark study from Siteline found that AI agents frequently struggle […]

Roseville, California just provided a case study in what happens when organizations confuse “AI-powered” with “AI-verified.” A Business Insider investigation found that Flock Safety’s AI license plate readers misread plates in 71% of the alerts sent to Roseville police over two years, incorrectly flagging vehicles as stolen or linked to a felony. That number isn’t […]

The SVOD (streaming video on demand) industry is abuzz about Netflix’s engagement trends and declining viewership between first and second seasons. Why? Because it points to a bigger market question: What keeps streaming consumers engaged when their hit show isn’t on? While original programming, sports rights, and other exclusive content draw consumers to a given […]

Apple’s new Siri AI is one of the biggest threats to the bank-customer relationship since mobile banking, and most banks are about to underestimate it. Siri AI inserts itself not into the payment, as Apple Pay did, but into the relationship, where trust, growth, and primacy are won or lost. Answering a customer’s money question […]

Enterprise resource planning (ERP) vendors are rapidly packaging autonomous operations as the next “platform” mandate, but the real constraint on the rollout of autonomous operations will be enterprise control — whether technology leaders can verify agent actions, govern consumption, and preserve business meaning across a fragmented estate. And fragmentation is the ERP operating reality: According […]

The traditional performance marketing model assumes that marketers can influence buyers once they enter the market, but today’s B2B buyers often begin their search with strong preferences already in place. Intent signals frequently reveal existing demand rather than create it, making many late-stage marketing efforts a pursuit of opportunities that are already leaning toward a competitor.

Visa announced its intent to acquire behavioral biometrics vendor BioCatch for $2.4 billion. BioCatch uses JavaScript on websites and its own SDKs built into mobile applications to continuously analyze signals (e.g., typing cadence, touchscreen gestures, mouse movements, hesitation, device handling) to detect identity theft at registration, account takeover, mule accounts, and scams before a payment […]

Cost mandates usually trigger cuts. Our new case study describes how Patrick Newbold, CIO at the Centers for Medicare & Medicaid Services (CMS), spun a 2025 cost reduction mandate into a modernization opportunity. In doing so, he created a playbook that both public and private CIOs can leverage. Focus On Value, Not Cost CMS reframed […]

Eighty-eight percent of B2B marketing organizations have adopted AI tools or developed their own, yet marketing leaders continue to report unclear AI strategy, difficulty measuring impact, data infrastructure challenges, and uncertainty about where AI should be applied. In other words, many marketing teams are moving quickly to adopt new capabilities before establishing or firming up […]

The enterprise data lakehouse is evolving. Once designed primarily to consolidate data for analytics, today’s lakehouse has become the operational foundation for agentic AI, delivering the trusted, governed, and real-time data that intelligent agents require to reason and act. As AI shifts from generating insights to executing business processes, organizations must rethink what they expect […]

At AMD’s Advancing AI event in San Francisco, I expected to hear about faster GPUs, next-generation CPUs, AI PCs, and the company’s latest AI infrastructure roadmap. Those announcements certainly happened. AMD introduced new AI infrastructure, processors, software, and AI PC capabilities. But the most important message wasn’t about a specific product. It was about positioning: […]

Join us September 2: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.

The world’s most advanced AI companies just learned a lesson that enterprises have understood for decades: Technology doesn’t create value — solutions do. Our 2024 Forrester Wave™ covering AI foundation models for language evaluated the models themselves, but raw capability predicts little about enterprise success. The vendors know this, too. Anthropic and OpenAI launched billion-dollar […]